By using Google AdWords (TM), you’ve chosen one of the most compelling advertising media available. This ad program uses less to make more: with just 95 characters per ad, you get the lowest cost per lead of any direct marketing medium available.

We have studied thousands of AdWords campaigns at Google. This workbook, The Maximum Effect, is a compilation of the best tips and examples you can use to make the most of those 95 characters for your business.

We hope you find it useful enough to keep handy as you develop your Google AdWords campaigns.

The Google Team

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Every second, consumers are searching on Google™ to find exactly what they are looking for – your product or service. What's more, nearly 60% of worldwide searches on the web are on Google.

About Google Adwords:

AdWords is Google's flagship advertising product, and main source of revenue. AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads. The AdWords program includes local, national, and international distribution. Google's text advertisements are short, consisting of one title line and two content text lines. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.

Pay-Per-Click advertisements (PPC):

Advertisers specify the words that should trigger their ads and the maximum amount they are willing to pay per click. When a user searches Google's search engine on www.google.com, ads for relevant words are shown as "sponsored link" on the right side of the screen, and sometimes above the main search results. The ordering of the paid listings depends on other advertisers' bids (thus the system is classified as P4P) and the historical click-through rates of all ads shown for a given search. The auction mechanism that determines the order of the ads has been called a "generalized second price" auction. It is a variation of the Vickrey auction.

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