In a short time, Google has become one of the most famous companies in the world, with its founders themselves transformed into huge celebrities. Little wonder. Millions of people each day turn to Google for answers to their questions. And Google keeps delivering so well that-yes-"google" is now a verb many people use to say they searched for something. It's an amazing consumer success story.

As with the previous edition of Winning Results, Chapters 1 and 2 are vital for newcomers and analysts, as they put things into context. If you're an impatient type or already up to speed on the industry, feel free to skip ahead, though you'll be missing some important data. I look at the history of search advertising, and how it fits in with the attention economy as a whole. In addition, I address the current economic proportions of various types of related advertising, along with AdWords. In these chapters you'll get some opinionated characterizations as to what makes many other forms of advertising less effective than AdWords.

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