Google Search hero Utility Belt Instruction Manual - Manual (Page 3)

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Introducing the new search hero marketer
The internet revolution means the new marketers of today can view John
Wanamaker’s musing as humorously anachronistic.
Perhaps ironically, you – the new marketer of today – sit atop a mountain
of data. You know the return of every pound you spend. You know which
advertising messages work and which don’t. You know which page layout
will lead to the most sales. You need to be a search hero to understand all the
information and apply it in the right way.
The new AdWords interface and free Google tools, such as Insights for Search
and the Search-Based Keyword Tool have been created to help you be a
search hero. You can achieve more in less time and mine that mountain of
data with ease. Together, these tools make up your Search Hero Utility Belt!
This booklet shows you how to use the new interface and Google’s free
search advertising tools. We think you’ll find the tools and improvements to
AdWords invaluable; your feedback has shaped them.
— The Google AdWords Team
“Half the money I spend on advertising is wasted,
and the problem is I do not know which half.”
– John Wanamaker, entrepreneur, 1838-1922