First, we believe that ads, in their best form, are information. While we're used to hearing "I never click on ads!" from some Google users, the fact is that Google earns 97% of its revenue from ads. And that revenue allows us to keep most of our services like Search, Gmail, Google Maps, and more.
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Getting visitors to your website via Google Adwords is oxygen for your business (even if you're doing comfortably well), don't you even think about resting on your laurels, because somebody is hungry to take what's yours. If you stumble even for a minute, dozens of competitors are positioned to pounce. If you're #1 in your market, you get the best customers, the best opportunities, and the best defense against competition. Like always, "winner takes all".
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