To increase traffic and to learn about Google's advertising services, I became an AdWords advertiser. I designed simple text ads, chose queries and keywords the ads should match, and specified the maximum we were willing to spend on an advertising campaign. Google charges us only when someone clicks on one of our ads.

AdWords contributes greatly to Google's bottom line, i.e., it's profits. Google offers many resources to educate website owners about AdWords. Rather than developing tutorial material on AdWords, which is likely to get outdated when Google enhances AdWords capabilities and features, I encourage you to learn from Google's material and those of third parties.

• Interested in AdWords
• Demos and Guides
• Step-by-Step
• Tips for Success
• Editorial Guidelines

We increased the effectiveness of our advertising by following wonderful suggestions from Perry Marshall's free 5-day course and from his Definitive Guide to Google AdWords, which you can learn about at www.perrymarshall.com/google/. We tested lots of ads targeted on many different queries and keywords until we found ones that got favorable responses from users, i.e., the ads that users clicked on. And Google has rewarded us by overrunning our ads, i.e., showing some of them from time to time at no cost to us.

Now that Google Guide gets thousands of unique visitors each day most of whom find the site via a Google Search, I've stopped running ads, but Google is saving our ads and campaigns in case I decide to run them again.

Exercise

1. If you don't have an AdWords account, sign up for one by using the following Google AdSense referral link, which is described on the next page.

2. Create three AdWord ads for a revenue-generating or content-laden page on your site.

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