I’ve been experimenting with Google Adwords as a way of building site traffic, both for my own site, and for the Clarity Partnership. So far, it’s been very engaging, albeit in a rather geeky kind of way.
I love being able to get up-to-the-minute (almost) statistics on the keywords and ads that are working. This allows me to finesse all sorts of aspects of the ads very quickly.
It also strikes me as a very cheap way for a company to test out catchphrases. Instead of expensive market research, just chuck a few quid at adwords and see which ones drive traffic. The feedback is fast – so you can play with phrases on the hoof. Miles cheaper and faster than surveys and focus groups – and arguably more realistic too.