Search is one of the most powerful tools used to reach an audience. Let’s take this great example of a creative looking for a job in New York City. He created five ads using AdWords and included the names of five top creative directors so that every time they searched their own names in Google (as most of us do) they would get his ad asking them for a job. Simple, yet effective. He got four interviews, two offers, and finally landed a job. You can see the video at the end of this column or search for “Google Job Experiment.”

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