The manipulation of Google’s various areas and tools can be a key component of success.There are HUGE differences between how Google treats its organic results (or left side results) and the Adwords/pay per click (right side and beige box) results, and there are HUGE differences in strategy in how to use them.

You’ve heard some very attractive claims about using Google Adwords and pay per click. Instant traffic. Instant position in search. Instant return on investment. Instant dollars in your pocket. Instant better search engine position. All of the above are valid to some extent; your level of success depends on how well funded you are and how you optimize the tools to create the best return.

Pretend for a minute that you have an infinite amount of marketing dollars to use on your behalf. A savvy businessperson would saturate Google Adwords with heavy keyword coverage for keywords they suspected had traffic and a chance of conversion to sales. An even more savvy marketer would also track carefully in the first month the keywords that produce clicks and the keywords within that set that produce conversions from those clicks. So now, as a savvy marketer, you’ve used your budget to quickly establish good quality keywords that fit your network marketing business and website, and you’ve optimized your budget to focus on getting heavy coverage and aggressive bidding for those keywords.

Now for the real world. You do not have an infinite budget. Use Adwords for a month as aggressively as you can afford and heavily track the results just like described above. Identify the keywords that delivered results by looking at clicks and conversions. Establish ratios and percentages so you know what trends your Adwords usage will follow. If those percentages and ratios show that the COST per conversion is substantially lower than the revenue and profits generated from each conversion, then you know Adwords can operate as a sustainable part of your marketing plan. If X budget level produces Y clicks and Z conversions, you can scale your monthly budget to whatever level you can really afford.

Adwords is best used for direct sales, as it is an instant response mechanism. Do not attempt to create general awareness using it. You won’t be able to afford it. Every click costs money, so just driving traffic to blog pages or website content is going to get very expensive. The traffic from Adwords must convert. Also, you can get caught in a bidding war for the good keywords, and your cost per click can vary dramatically over time.

Adwords has been made a cleaner, more legitimate marketplace through Google’s ongoing revisions. Keywords must match the ad copy that the advertiser is using to lure traffic .  The ad copy then in turn must be consistent and match somewhat to the landing page it is directed to. If it doesn’t, you can lose your Adwords account.

Now we’ll draw some conclusions for you. Adwords is an extremely competitive environment and can get very expensive as a traffic generation tool. When used as a direct sales tool, it can act as a volume generator with a positive return on investment. If you can pay for it initially, then logic says you should put Adwords in your marketing plan. The returns generated by efficient Adwords use can fund its own budget and can deliver consistent cash flow.

Part of our recommended Adwords start-up involved defining the best click and conversion producing keywords for you through real world testing. The most successful internet marketers produce high amounts of traffic for very little cost, and here’s how. Smart marketers take the keywords that produce in Adwords and make heavy efforts in their content to get their website showing up in top position for the organic search side of Google. Organic search traffic is free, and top Google position creates much higher traffic flow and higher conversions than Adwords. The added credibility of being a recognized Google resource tells traffic that you are a person or institution that can be trusted!

How do you get top position for the keywords that work? You should read our article on Search Engine Algorithms so you understand what you are dealing with, and also should try some of our Hot SEO Tips For 2010. These resources may help you get short term results through piggy backing on other websites until you catch up. Also, for some excitement, learn about how much good search engine position is worth.

This is really just the tip of the iceberg. SEO is a huge consulting industry all by itself. You can see some return on your activities this year by following some of the pointers we’ve mentioned. Running an online network marketing business is all about getting some success early, so you can keep your enthusiasm high and build upon the results.