My personal feeling about Adwords is that the only one making good money from them is Google!
In the early days of a website, Adwords may drive some traffic to your site, but to make the cost of this form of marketing justifiable, you need to do a lot to ensure you CONVERT those visits to paying customers.
This is more about MARKETING and not so much about TECHNOLOGY.
If your products are desirable, well-priced and attractively presented - and your site is simple to navigate, you will get sales.
You should also consider incentivising prospective customers with a special offer that has a time-limit, or giving a benefit that your competitors may not be offering.
The first thing to research is your competitors. See what they are offering, and at what prices. Determine what makes you different and more "attractive", and make sure you deliver this message to your site visitors.
I have found that making efforts to become more "personal" with customers pays off too. Make your telephone number prominent, and encourage people to call you - don't just rely on the "anonymity" of a website - good business takes place between PEOPLE, not computers.
Give potential customers CONFIDENCE by:-
- Stating clearly your shipping and returns cost/policies.
- Prominently displaying your physical address and phone number.
- Demonstrating your commitment to data privacy and security (I ALWAYS have dedicated SSL).
- Good, crisp and large images of the product.
- Simple, clear and straight-forward product descriptions.
- Lots of online "help" that is in the background, but can be accessed if necessary.
- Avoid "histrionics" - turn OFF all those extraneous sideboxes that act as distractions. (Who's Online - "who cares!", Write A Review "no-one ever does"... ect).
- Get the customer to the product page and "add to cart" button in as few clicks as possible.