If you have internal site search capability on your website you can track and display important data about your visitors and most importantly what they are looking for. You should use this performance data to choose keywords and destination URL’s for your Adwords campaigns to maximise ROI and effectively increase keyword conversion rates.

Expand Adwords Keywords
The Search Terms report shows all the keywords that visitors entered into your internal search box. This is a great way to identify missing keyword opportunities and to expand your existing search query lists. Look at the most popular searches, highest conversion rates and see which keywords are converting (ecommerce) after searching and consider adding them to your adwords campaigns.

Use Top Landing Pages
The Search Terms report also allows you to look at a popular search term and see which landing page is most often selected. This shows where users go when they are searching for something in particular. Make this page the landing page for this keyword and make sure that your valuable content is more easily accessible. This way you can successfully decrease your sites bounce rate, attract higher quality leads and maximise return on investment.

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PPC - Google Adwords