Use provoking words: Use provoking words that instantiate action of user like free, free shipping, special offer, limited time offer, tips, tricks etc. These types of words actually attract users but make sure that words are specific to your business otherwise they can be removed by Google.

Include Price Quotes: A wise and proven selling technique is to give a hot price and that's what works in ad words too. If you are featuring a particular product on your site then you must mention its price in your ad and I assure that you will get much targeted customers to your site. This will benefit other way too that is some free finders will be kept away from your ad and you can save another valuable click which in return meet your budget limits. Your main target is potential customers and not everybody and this way you can head towards your goal.

Avoid double meaning words: There are words and phrases that mean completely different things depending on target audience you're trying to reach. These words should be avoided. Be sure and examine your keyword list for any words that could take on a different meaning than what makes sense for your business. The best way to figure this out on your own is to simply do searches at major search engines for each of your keywords, and see who else is in result set with you. Then end up finally selecting keywords that fit your purpose and relevance for campaign.

Your goal to use Ad Words is to increase ROI, not to increase your traffic. It's more valuable to you, as an advertiser to receive only 10 new visitors in a month if they're all qualified and likely buyers, than it is to pay for 1,000 visitors a month that found you by mistake. You can achieve it by targeting at right audience and selective very specific keywords and constant monitoring.

Good Luck! Contact me if you need to learn or know more about SEO [Search Engine Optimization], SEP [Search Engine Promotion], SEM [Search Engine Marketing], PPC [Pay Per Click] Search Engines, Link Building, Google Page Rank, Alexa Page Rank, Reciprocal Links etc.

A Master of Sciences in Information Technology from Panjab University, Chandigarh and a Bachelor of Computer Applications from Punjab Technical University, Jalandhar, India. He's a Microsoft Certified Professional, a Brainbench Certified 'MVP' (Most Valuable Professional), Brainbench Certified Internet professional and a CIW (Certified Internet Webmaster) Associate.

Secondary to content is actual design of your Web site. While user comes to your site specifically for information, they also will want to enter an area that is easy to use and visually appealing. Here are some usability tips regarding Web site design:

1. Avoid long load times. While latest technology for Web sites is incredibly interesting and fun, lots of graphics, Flash images, and audio can create long load times that make user wait. And, if customers have to wait too long, they may leave -- and never come back. As a guide, users will generally wait for a site to load for ten seconds before vacating.

2. Make your pages easy to read. A common error in Web usability is incessant need to create prettiest Web site that ever existed. We've all seen them - every color from Crayola box of 64 has made its mark on these pages. And, with a little bit of color usually comes a lot of cute little images that dance across your screen. In all seriousness, resist urge to do this. Not only will it hoard a lot of memory, but it will drive your users crazy. Black text on a white background is easiest to read. If you really want a colored background, stick with a lighter shade, but remember to use black text.

3. Create a well-organized site. Maintaining a consistent look and feel throughout your site is critical. The navigation you use on home page should be carried out throughout your Web site. Clear navigation can either make or break your site. You are basically providing your users with a road map to your products and services. Don't let them get lost along way.

4. Consider your space. Content should amount to 50-80% of your page design, with navigation taking up approximately 20% of space.

5. Stay consistent with design elements. Select one or two (maximum) fonts and stick with them throughout your site.

6. Have a secure and automated server. Amazingly only 20% of current Web sites are secure.

7. What can you do different? This is probably most important thing to remember when designing your site. Think about your business and your competition. What are you doing differently that will make users visit your site? Once you find out what that is -- whether you offer lowest prices, have a special widget that no one else sells, or have reputable customer service -- capitalize on that one thing by incorporating it in your design elements.

Conclusion

There are good sites on Internet and there are an equal number of bad sites (if not more!) out there. The good sites provide for a smooth user experience - easy navigation and easy-to-find information. The bad sites are slow to load, difficult to navigate and leave users frustrated before they can even get to information they initially needed. If you've already invested time and effort into developing a Web site, you should take a serious look at usability of your site. Here's an easy homework assignment: Some day, when you've got a few hours to spare, surf Internet and make note of sites you think are good and which ones drove you absolutely crazy. Investigate qualities of those sites and what made them good or bad. Pretty soon, you'll start to see some patterns that you can learn from and implement into your own usability strategy. Remember, usability is all about creating a unique and enlightening user experience. Usability is name of game -- isn't it time you started playing?