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Adwords or Pay-per-Click (PPC) advertising is, essentially, the 21stcentury equivalent of direct marketing, allowing advertisers to test ideasin hours rather than months; and it can be done very effectively for a fewhundred dollars and certainly considerably less than thousands. The bigadvantage of this approach is that you can save yourself a lot of moneyin the long run and take away the majority of the risk involved withstarting a new business.You see, as a new entrepreneur, before the internet became sowidespread, you would start up a business based on an idea you hopedwould be appealing to customers. Unless you had a lot of financialbacking there was no way you could research whether or not your newbusiness idea was profitable or not. It would require employing a marketresearch firm and spending tens of thousands of dollars on investigatingthe market. Most entrepreneurs don’t have access to that kind of moneyand even if they did, they might feel it would be spent better elsewheresuch as on product or service development, marketing or other areas;and certainly not on simply researching the idea.
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