Abstract
The Internet has changed how businesses of all sizes market their products and services. No longer do businesses have to rely on the Yellow Pages , newspaper ads, or TV spots . The Internet has opened up a new venue for reaching potential customers, one that is more tailored and accountable. Businesses have the ability to truly understand what the return on investment is with online advertising . It is not about circulation or how many people drive by a particular billboard each day. Advertisers have the ability to know how many people clicked on an ad every day, what search led them to the website, how long they spent on the website, and whether they purchased or filled out a lead form.
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© 2016 Springer Science+Business Media New York
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Ciomek, N. (2016). Internet Advertising and Google AdWords. In: Lee, N. (eds) Google It. Springer, New York, NY. https://doi.org/10.1007/978-1-4939-6415-4_7
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DOI: https://doi.org/10.1007/978-1-4939-6415-4_7
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