Google Adwords : Key Points discussed (with timestamps) 1:05 - A brief glimpse at Mike’s journey to becoming a world authority on google adwords 6:12 – Two rules to succeed online 11:18 – Why headlines are important in google ads 13:27 - Google adwords defined 16:31 – How adwords contribute to business success 21:45 – Re-marketing explained 24:41 – “We use Google because we find what we want.” 24:50 – “If you play the game the Google wants you to play, they will give you essential mates rates” (How to get google adwords ‘mate rates’) 26:04 - Google adwords is all about split testing 26:41 – Re-marketing by tagging group of people 31:15 – “I want to target my ad based on the behavior that somebody took on my website.” (Behavioral targeting) 34:10 - How Google Adwords works for your business 35:46 – Build your business on paid traffic 36:20 – Dependent of free traffic is not a good business model 39:54 - Customer case study 41:21 - The jobs to be done framework 42:11 - How to get started with Google Adwords (re-marketing is a great place to start) 49:20 - Key challenges getting started with Google Adwords and how to overcome them 51:36 - Quick actions you can take to get started with Google Adwords