Is it a real risk focusing on Google AdWords - as in theory you can be cut off from the market if you are penalised by Google.
- Aodhan MacCathmhaoil from waster.com.au
The performance of Google AdWords is indeed directly linked to your website relevancy and quality. The quality of any given website always must be a priority whether implementing paid search in a marketing strategy or not. Avoiding Google's penalties is also very simple: avoid any black hat SEO methods - now these won't get you on the first page either.
To improve performance of AdWords, the first thing to focus on is finding relevant keywords. The focus keywords should be both relevant to your website and anticipate a need of prospective customer.