The way I look at it is like a jigsaw. If you are looking to make a living online then you need a website or access to a website in one way or another. Then you need traffic to that site and if you want maximum traffic you need to utilise as many traffic generation strategies as possible. Then you break it down and realise that any old traffic aint good enough and you need TARGETED traffic. That's where Adwords steps up to the plate and offers you the chance to create highly targeted campaigns that bring highly targeted traffic. There ARE OTHER methods out there such as article writing, SEO and the like but Adwords is FAST. The third thing you need is conversions and that is for another thread. I guess what I'm saying is don't view Adwords as the ONLY or the BEST traffic generation strategy. View it for what it actually is and as part of a much bigger picture. Cheers Stewart