Wiley Google AdWords For Dummies, 3rd Edition 978-1-1181-1561-9 Manual De Usuario
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978-1-1181-1561-9
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Part I: Becoming a Google Advertiser
transported to the business itself. Don’t like what you see? Snap your fingers,
and you’re back in front of the Magic Yellow Pages, ready to touch another
listing or type another query.
and you’re back in front of the Magic Yellow Pages, ready to touch another
listing or type another query.
This is how AdWords functions from the point of view of your prospects:
They have all the power. They conjure entire shopping centers full of com-
peting shops by typing words — and they window-shop until they find what
they want or give up.
They have all the power. They conjure entire shopping centers full of com-
peting shops by typing words — and they window-shop until they find what
they want or give up.
Their search term represents an itch that they want to scratch at that very
moment — some unsolved problem. They’re looking for the shortest distance
between their itch and a good scratch. Maybe they want information. Maybe
they want a product. Maybe they want to be entertained. Maybe they want to
be told that their problem isn’t so bad.
moment — some unsolved problem. They’re looking for the shortest distance
between their itch and a good scratch. Maybe they want information. Maybe
they want a product. Maybe they want to be entertained. Maybe they want to
be told that their problem isn’t so bad.
It’s your job to figure out what they really want (based on the keyword they
type) and give it to them quicker and more obviously than your competitors.
In the Magic Yellow Pages, the rules are, “Give the prospect what she wants,
and nobody gets hurt.” Winning the game of AdWords comes down to figuring
out what your prospect — the person you can help — is thinking and feeling
as they type their search. When you understand this, you bid on the right
keywords, you show compelling ads, and you present clear and irresistible
offers on your website. See Chapter 5 to discover how to conduct quick and
easy market research, so you can become the champion itch-scratcher in
your market.
type) and give it to them quicker and more obviously than your competitors.
In the Magic Yellow Pages, the rules are, “Give the prospect what she wants,
and nobody gets hurt.” Winning the game of AdWords comes down to figuring
out what your prospect — the person you can help — is thinking and feeling
as they type their search. When you understand this, you bid on the right
keywords, you show compelling ads, and you present clear and irresistible
offers on your website. See Chapter 5 to discover how to conduct quick and
easy market research, so you can become the champion itch-scratcher in
your market.
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