Only 15% of users of the Google search engine click on an Ad Word Advertisement (the small ads that appear on the right side of the search results page).
The Ad Words ad program generates almost 100% of Google's billions in revenue and there are millions of people/businesses that are creating viable enterprises by using the Ad Word program intelligently and persistently (test, learn, reapply - day by day) to drive their business.
Why does the law of small numbers make the Ad Words program so productive for both Google and so many other businesses?
Google - with multiple millions of searches each day and a 60% of the search engine market, Google doesn't need that many people to click to make billions of dollars (the law of both large and small numbers at work).
People/Businesses - it works because you are catching people in context (people searching for a coffee maker see coffee-related products - not life insurance), you control the cost of your advertising spend and you get smarter each day using the very intuitive Google tools to test, learn and reapply your keyword strategy.
O.D.O.o.O.D.B.
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