I am about to sign up but want to optimise results

Waht should I have in place on my site

You can look for some keywords that are getting more traffix.

The most important thing to have in place on your site is the clear intention of what you want the user to do once they land there.

Is it a squeeze page or are you trying to sell your product or service?

The user has to know exactly what they are going to get once they land there and you have to make the ad itself explain that too. As a general rule of thumb people must see your product or service 3-4 times before they buy so adwords usually works best for squeeze pages that you can use to market to them later.

Good luck!