Google has certain requirements for the ads being placed on the page, in terms of both language, content and landing page urls. If they do not feel the ad or the page is of appropriate quality, they will not display it.

Likewise, if they do not think the bid is appropriate, they will set a price. In addition, there are quality score criteria and algorithms which have various effects regarding display.

This can all sound daunting for a novice. For the moment, it is important to remember that the Google Adwords system is worth learning because even though it may sound complicated, it is the most rapid way to generate traffic for your site at a reasonable cost, if you know what you are doing.

If Adwords sounds like it is right for your business, set your budget, start cautiously, learn from others about what works, and track and test your ads and market copy’s results.  If it works, do a bit more of what has been successful. If not, find other keywords or ads that will.