Confirmation needed

Google Adword ad vs. getitng listed on the search

[djptls]

I am new - right around an hour old - with this group and have already justified my registration fee!

I am a marketing guy and get the content thing for my clients' sites, but can't seem to grasp the technical side of getting their sites to show up in the search results list in a google search instead of just on the right side in ad form. Is this a function of site content, and CT traffic as dictated by the googlebot? With the obvious difference in structure, I am pleased with the Overture campaign and those #1 positions. Is it all site structure with Google? If so, I already found the thread that described the proces.....ugh.

I am working with very specific keywords that I didn't have high traffic expectations for to start, and feel as though I have narrowed and exact matched them well(at least so I stopped getting dinged for $5 from google!). Given the specific nature of the keyword categories, I would expect to get some ranking on the "big list".

Thanks in advance for your input.

dp

[John_Caius]

Start here:

[webmasterworld.com...]

[djptls]

Thanks!