Introduction

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.