Welcome to part 3 of this 5 part series on Google Adwords.Google is one of the best advertising tools on the Internet, but only if you know how to implement properly to achieve maximum potential. So here are the next ten tips to ensure that you get the best possible results from using Google Adwords.

1. Keep a close eye on your competitors

There shouldn't be any need for this if you are running a highly organised account that is using statistics, facts and tracking rather than guessing! If you are doing all of this it is you they need to be worried about.

2. Do not duplicate your keywords in other Ad Groups

Google only shows one keyword per advertiser so there is absolutely no need to go and put the same keyword across all your ad groups.

3. Keep keywords relevant to your site to maximise profits

You can waste a lot of money by putting up keywords that are not particularly relevant to your site in the hope that it might get you a sale. For example, if someone is looking for the Toronto Blue Jays and your ad pops up saying 'Toronto Blue Jays right here' and your site is selling baseball equipment, it's is as pointless as piles. It's more than likely they'll click off your site to try and find out whatever it was about the Blue Jays they were trying to find. Be relevant and the click throughs you receive will be more fruitful.

4. Take advantage of keyword matching options

With some keywords, you will get more ad impressions. With others, you will get fewer impressions, but potentially more clicks. By strategically using keyword matching options, you can reach the most appropriate prospects, potentially reduce your actual CPC or CPM, and increase your ROI. For example, use negative keywords to reduce irrelevant ad impressions and increase your quality score.

5. Don't get emotionally attached to keywords

Judge every keyword on its conversions. If your boss says "we need to be number 1 for widgets" show him the data on the cost and return. Coming further down will make sure you are shown more regularly throughout the day for less; wider exposure at a cheaper price.

6. Download Editor to make mass changes quickly and easily

It really is as simple as that, visit: http://www.google.com/adwordseditor/ if you are following this guide then Editor is essential. Using it will change your life!

7. Install Google Analytics

It's free and it can tell you a great deal about your site. This is particularly useful when it comes to finding out what people are doing when they get to your landing page(s).

8. Use capital letters wisely

Capitalize the first letter of each word of your ad. Also try to include words that people will love in your ad, or even in the URL, whenever possible. Try to use words like: Free, Special, Strong and Quality, and aim to capitalise them every time. I call these trigger words because they make people more likely to click your ad.

9. Use numbers in your Ad

An easy trick. Numbers like 10% off or from $19.99 catch the eye.

10. Use the dynamic keyword feature

This handy feature will allow you to get your keywords into the ad title. This has the great effect of making people more likely to click your ads! However, be sure to add some alternative text in case the search term exceeds the maximum headline length. Google allow for ads, or the ad will be shown without a heading. Not good! Instructions for use of this feature can be found by typing 'keyword insertion' into Google.

Watch out for more Google Top Tips Part 4