Google AdWords™ For Dummies®, 3rd Edition

Chapter 1

Profiting from the Pay Per Click Revolution

In This Chapter

• Introducing AdWords
• Understanding the difference between AdWords and other forms of advertising
• Getting an overview of direct marketing
• Seeing AdWords through your prospects' eyes

Have you ever bought an ad in the Yellow Pages? If you did, maybe you were terrified and didn't know what to write or how big an ad to buy. Maybe you weren't sure which phonebooks to advertise in or what headings to list under. Perhaps you had to pay thousands of dollars for an ad you wouldn't be able to change for the next 12 months. And then there were those recurring nightmares that you mistyped the phone number, and some baffled hairdresser in Winston-Salem would receive thousands of calls from your customers.

Given all that, you will undoubtedly appreciate the significance of Google AdWords as a revolution in advertising.

You can set up an AdWords account in about five minutes for five dollars. Your ads can be seen by thousands of people searching specifically for what you have, and you don't pay one red cent until a searcher clicks your ad to visit your website. You can change your ad copy any time you want. You can cancel unprofitable ads with the click of a mouse. You can run multiple ads simultaneously and figure out to the penny which ad makes you the most money.

Beyond that, you can even send customers to specific aisles and shelves of your store, depending on what they're searching for. And you can get smarter and smarter ...