"Morpheus: What is the Matrix? Control. The Matrix is a computer-generated dream world built to keep us under control in order to change a human being into this.
[holds up a Duracell battery]
Neo: No, I don’t believe it. It’s not possible.
Morpheus: I didn’t say it would be easy, Neo. I just said it would be the truth." (Source: IMDB)

With AdWords – YOU have total control.

Believe it – it’s possible.

It’s not easy, but it’s the truth

But only if you know what you’re doing …

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"Forget the Money" – Neil McAuley

"What do you mean, forget the money? It’s a lot of money. What are you doing?

"I’m talking to an empty telephone…"

Many website owners are concerned about spending money on getting traffic (visitors).

You have to have visitors.

Otherwise what’s the point of having your website?

So, spend some money on getting some visitors, and see what they do.

The results may surprise you.

Disappoint you.

Elate you.

Then you can make some informed decisions.

"Forget the Money"

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AdWords at the Movies

"Hey! What’s wrong with his Picture…?"

"I think this guy’s a couple cans short of a six-pack"

The Terminator is confronted late at night by three young punks with nothing better to do than pick on people – even those much bigger than them.

"Wash day tomorrow. Nothing clean – right?"

The Terminator then dispatches his tormentors.

Because:

• he can
• he knows he can

So, for "Picture", think – your AdWords Ad. What people can see.

But if you’re not split testing your ad, and taking visitors through to a landing page that reinforces it, it’s not going to be strong enough to stand up to the big guys.

Then it’s going to be – "Hasta La Vista, Baby"!

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"Ding! Thanks for playing…" Mr. Keeting (Robin Williams)

Someone clicked on your AdWords ad and arrived at your page. They almost immediately clicked the "Back" button. They’re gone, never to return.

Make sure your keyword, ad and landing page agree with each other, or you won’t be playing this game for very long…

"It’s a test, designed to evoke an emotional response…" Dave Holden

Leon (who, unknown by his interviewer, is one of the rogue Nexus 6 Replicants he is trying to find) is being interrogated by Dave Holden. In response to a seemingly meaningless question, Leon gets very angry, and passes the test. Unfortunately, it is now too late for Dave…

If your AdWords Ads make people react emotionally, they’ll pass the test too!

"You once told me not to get emotional about stock, Gordon – don’t …" Bud Fox (Charlie Sheen)

Towards the end of the film, Bud Fox (Charlie Sheen) is conspiring with Lawrence Wildman (Terence Stamp) to save his father’s airline from being broken up by Gordon Gecko (Michael Douglas). He is forcing Gecko to sell his stock cheaply so that Wildman can snap it up and keep the airline going.

Gecko dumps the stock in panic at crashing prices, against his emotional need to keep it and win his game of power.

Your AdWords ads are things you may get emotionally attached to, seeing them as a creative masterpiece. Some will do well, some will tank. Just keep in mind two things:

• it’s not what you think of your ads, it’s the emotional response you get from the marketplace that matters
• since all we’re doing is testing here, it really doesn’t matter what happens as long as you know your numbers