Google AdWords is a huge opportunity for businesses and other organizations
to improve their results from Google search, to increase sales, to try
out new business ideas, and in general to make the Web friendlier.
However, it’s also a way to spend money without realizing much return.
Helping you to use AdWords effectively from day one—and, just as
important, from dollar one—is the goal of this book.
AdWords can get you in front of customers who you could never have
reached otherwise. If they enter a search term that you’ve successfully bid
on, they see your ad. You can choose to selectively run your ad only in
certain geographic locations, and only at certain times of day, pointing the
user to any web page destination you want. You can start and stop an
AdWords campaign whenever you like.
What’s more, AdWords is pay-per-click advertising. You can have literally
thousands of people see your AdWords ad and get your messaging—and
perhaps, thereby, become that much more ready to buy from you in the
future. Yet you pay for the ad only when someone clicks it. And that click
gives you a chance to convert the web user into a paying customer.
The difficult part is making sure to get the most out of all this. AdWords is
a highly competitive marketplace. There are people out there who are very
good at converting clicks into cash. You need to be able to match or
exceed them from the very beginning.
Luckily, you are the only one in the world with your unique business idea,
service, support, place (or places) of business, and other distinguishing
characteristics. Using AdWords can help you identify and take advantage
of your unique qualities, improving not only your AdWords performance,
but everything about your business.
This book, although small, covers the whole spectrum—from the mechanics
of setting up an AdWords ad, to using AdWords reporting to see how
your ad is performing, to making AdWords work for you and your business
or organization. And it does so in short, focused, 10-minute lessons
that you can absorb easily and put to work immediately.
