Chapter 1: Pay Per Click Advertising and AdWords

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There is no time to waste—you want to learn about Pay Per Click (PPC) advertising and we’re here to tell you all about it in a simple way. Yet, before we go all click-through rate and conversion tracking on you, we will focus on the fundamentals of PPC.

Since we’ve written this book under the assumption that you know very little or nothing at all about the subject, we will spend a fair bit of time explaining just what Pay Per Click is, how it’s the ultimate example of direct marketing and how it’s all about generating leads and closing sales.

And only after we ease you into all the advertising talk, we will start discussing the actual subject of this book—Google AdWords. Specifically, the aim of this chapter is to fleetingly describe how AdWords works and delve into much more detail in subsequent chapters and parts of this book.

Namely, we will rattle off all the benefits of using Google AdWords that we can think of and you’ll also find out where and when your ads show up, luring in all of those potential buyers of yours.

And if this is the only chapter that you read before you decide that you don’t want to go at it alone, then you’ll really want to check out the section on finding an AdWords professional to do most of the legwork for you. How nice of them.