Adwords works ($5 mill rev per year), but it's about what you put in the ad and where the prospect lands. Put yourself in that person's seat. Are they trying

Adwords works ($5 mill rev per year), but it's about what you put in the ad and where the prospect lands. Put yourself in that person's seat. Are they trying to track employee's time consumption? Are they trying to increase employee productivity? How fast do they need the service? What is their intelligence level (will they click the big shiny blue button)? What about their budget (did they search "cheap time tracking software" or "best time tracking software")? Will they sign up using a boring form that does not seem to have something of value on the other side of it? Take this all into consideration when choosing keywords (as well as negative keywords). Writing ad copy (which also should be "relevant" to your keyword) and designing the landing page. I highly recommend A-B testing. A GREAT example of this is: http://rushmypassport.com http://rushmypassport.com (search "expedited passports", look at the ad copy, plus organic placement, landing page with actions + trust inducing images, the click through to a form that seems like it's the SECOND step in a 3 step process and product specific info)