Hey Mr. Trump Jr.
In a nutshell, take a peek at
www.selfpromotion.com. It tells you a lot about what you need to know for do-it-yourself search engine optimization. Just know that this takes time and you won't see traffic overnight.
Google AdWords is a great program but could cost you a ton of money if you don't experiment and learn the ropes before bidding on phrases. If you are going to get into PPC, I'd recommend getting a book on it first and study up before just spending your money on keywords.
I threw a lot of money away back in the day trying to experiment with PPC and I wish I had taken the time to read up on it first.