The AdWords document summarizes the known knowledge. But even for a team whose almost using AdWords for 10 years, it is an interesting summary.
Starting with the base, what is the problem? In general AdWords is a channel to solve your marketing challenge.
Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service. (source: Wikipedia). In other word, the challenge is simple, you need to sell your solution (for examplae a product or a service). Google AdWords is an exact fit for marketing because users of Google have a problem or a question they want to solve or get answered. If your companies solution can match it there is high change for a lead or deal. AdWords is an very effective way to generate leads or deals because you can start today and tommorow the first leads or deals can be generated.
Back to the document. In the first pages there's in a solution-problem way described how to solve keyword problems. The problem is described as "why?".
Some remarkable fact is that 15% of all search queries every day are new. In past I thought it was higher but it is an very interesting fact to use with AdWords maintenance.
If you are interested in our AdWords approach then please contacts us.
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