When speaking to audiences on Search engine optimization (SEO) the question of AdWords inevitably comes up. Some folks claim that AdWords is SEO... I'm not in that camp but Google AdWords can be a useful tool while you are working on your organic search results.
The New York Times recently had an article talking about marketers honing the focus of search ads. They were interviewing Jessica Jensen of the site Low Impact Living. She says she has not cut back spending on search advertising and says: "I can't stop advertising, so instead I'm spending every dollar and dime efficiently."
She mentions that during last year's holidays, she marketed products such as energy-efficient LED lighting fixtures. This year she's all about products that help cut utility bills-seems to me like we are talking about similar items. While AdWords do allow you to turn on a dime a refocus your marketing efforts; it appears that a good SEO campaign could also help her efforts.
At the end of the day, if she's spending $20,000 a month on AdWords more power to her-so long as she is netting $50,000! Use AdWords correctly and they can help but don't forget about solid SEO strategies that have withstood the test of time.