Google Adwords is king when it comes to direct marketing. Nothing beats Google in terms of getting in front of motivated buyers and consumers. With Google you’re able to tap into the “in demand” market which means someone, somewhere in the world is Googling for a specific product or service. Someone is ready to whip out their credit card to buy something. When someone is thinking of buying a pair of shoes, they will usually Google it, they don’t Facebook it, not in my experience anyway.
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In the Adwords circles, there’s something call the Google stupidity tax. The reason why its named that is because advertisers don’t really know what they’re doing when it comes to Google Adwords. Google’s interface is beautifully designed, it “leads” you to click this and that, until you’re done, or at least its what you think.

When I first started using Adwords many years ago, I blamed Google for misleading advertisers. They just seemed to be spending budgets so fast and nothing in return. At what point does the advertiser and practitioner take responsibility?
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