This part is dedicated to finding and counting your prospects, so you can determine whether you have a business that can benefit from AdWords (or any other online-traffic-generation program), and then connecting with your prospects on an emotional level so they see your ads and Web site and immediately get the urge to reach for their wallets. The biggest business mistake is ignoring your market and trying to sell what you have, regardless of whether anybody needs or wants it.
Chapter 4 introduces you to the underground world of online market research. You see how to assess the profitability of a market in an afternoon, so your online adventures can be close to risk-free.
You explore the heart and soul of online marketing in Chapter 5: keywords. Keywords are the words and phrases that people type into search engines, YouTube, and eBay when they're looking for something to read, watch, or buy. When you understand the keywords your prospects use to find you, and the hidden desires represented by those keywords, you'll be successful.
Chapter 6 builds on the keyword foundation and shows you how to write ads that inflame the desires represented by keywords. It covers fundamentals and clever variations to make your ads more compelling and profitable.