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Google Adwords That Work by Jon Smith

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Getting results with Google AdWords—abridged

There are, of course, exceptions to the rule and other factors that must be considered, which we’ll explore throughout this book, but generally speaking the more you are prepared to bid for a customer’s click on your ad (in comparison to your competition), the higher up the list your ad appears. Other factors, of course, come into play, such as relevancy, but as a baseline AdWords is driven by how much you’re prepared to pay Google per click, and how much other advertisers are prepared to pay for the same keyword. Money talks. Now the clever thing about AdWords is that Google does not value the depth of your wallet over all else. Your ad rank is also decided by how effective your ad is.

Now, assuming ...

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