“If you build it… you may still need Google AdWords.”
Google Adwords isn't your worst enemy.
It's your best friend. No longer do we have to fire from the hip and see what sticks.
Sure... you could target a 35-year-old middle-class male.
But it's much more powerful to put your message in front of Derek, who has two children under five, works as an accountant, and is always looking new fitness kit, ways to spend more time with his kids and less time on work.