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if you buy a magazine ad, tv spot or radio commercial you pay for that space whether
anyone ever reads it, sees it or hears it
you pay for that space whether you get a single lead or one sale from that advertisement
AdWords is the exact opposite
one million people could see your ad. Doesn't cost you a dime
the only time AdWords cost you money is if someone responds to your ad by clicking on it
this is another example of how AdWords maximizes your advertising dollar and shortens
your returns on your advertising investment