The Google Adwords service has been ramping up its functionality recently. It probably has to do with the advent of Panama and Micrsoft Adcenter stepping up their competitiveness, and Google doesn't want to slip on their dominance. I mean, they have been losing big name affiliates, so they definitely want to retain as many PPC advertisers as they can because that keeps their bids up, and as a result helps preserve their standing as an attractive affiliate program.

In any case, the new Adwords features are there, and Helen Overland has 5 tips on how to use them. What's interesting about these features, though, is that by advertising with Google Adwords for a short period of time, you could use these tools learn a thing or two about SEOing your site to rank better organically. Anyways, Helen's tips are summarized below:

1. Run a Search Query Performance Report.
2. Optimize your landing page - that means it can be wise to use SEO best practices on your PPC landing pages.
3. Track Your Conversions!
4. Use the Website Optimizer tool.
5. If advertising on the content network, be sure to run the Placement Performance report.

All in all, the benefits span the realm of SEO, CTR, and conversion rates. If you check out the original post, Helen goes into much more detail on what these new features are and exactly how you can use them. If you're considering exploiting them for your own SEO ends, moreover, you'll definitely what to absorb Helen's insight first hand.