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The Copywriting Sourcebook by Andy Maslen

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Introduction

If you’re not sure, AdWords are those four-line text items you get down the right-hand side of the page when Google gives you your search results (and above the search results). You’ll hear people talking about ‘natural’ search and ‘paid’ search. The former refers to the results you get when Google searches for websites containing text (keywords) that matches your search term: gym ball, HR consultants or Cornish surf holidays. The latter are the hits returned when Google searches all the AdWords that the owners of those websites have written and paid for.

If you’re not sure, Adwords are those four-line text items you get down the ...

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