The internet is growing so fast that everyone is using internet just to find information. Here is the comparison of total internet user from year 2012 to year 2014.

*Source: Internet Live Stats (elaboration of data by International Telecommunication Union (ITU) and United Nations Population Divisi


This is the old traditional 3-step mental model.
This has been the mental model for a long time. Take a look at these example:

  • Stimulus. Dad is watching a football game and sees an ad for digital cameras. He thinks, “That looks good.”
  • Shelf. He goes to his favorite electronics store, where he sees a terrific stand-up display for that same digital camera. The packaging is great. A young sales guy answers all his questions. He buys the camera.

  • Experience. Dad gets home and the camera records beautiful pictures of his kids, just as advertised. A happy ending.

As the internet grows faster, and the technology becomes better, this old mental model has become obsolete.


Zero Moment of Truth (ZMOT) is that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product or service (or potential boyfriend) you’re thinking about trying or buying. Let's continue the example:

Dad still watches football and he still sees your TV commercial. But now he grabs his laptop off the coffee table and searches for "digital camera reviews." He looks at comments from users on CNET and two other sites. He goes to Twitter and posts: "Anybody have a great camera for under $100?" He hits YouTube and searches "digital camera demos." Before the game ends — and before he gets to the store shelf — he’s ready to make a decision.

If you’re a brand manager, you’ve got policies, methodologies, training, shopper marketing agencies, partners and budgets to win those original three steps of stimulus, shelf and experience.

But what do you have in place to win that grabbing-the-laptop moment — the Zero Moment of Truth?

Probably not much. And you’re not alone. American households now spend as much time online as they do watching TV, according to Forrester Research. Yet in 2010, only about 15% of media ad budget money was spent online. Online decision-making is skyrocketing; online marketing budgets aren’t.

With this new mental model that include ZMOT, you can gain big competitive advantage. Because you’ll reach those millions of shoppers who are making decisions before they enter the store.


AdWords is Google online advertising program, that lets you reach new customers and grow your business. You can choose where your ad appears, set a budget you're comfortable with, and measure the impact of your ad. There's no minimum spending commitment. You can pause or stop anytime.


Your ads will be displayed to people who are already searching for the products and/or services that you offer. So, those people are more likely to take action. You also can choose where your ads appear: on which specific websites and in which geographical areas (states, towns, and even neighborhoods). For the information, Google Display Network (GDN) alone reaches 80% of Internet users in the US.

Budget Control

By using cost-per-click (CPC) bidding, you are charged only when someone clicks your ad, not when your ad appears. There are also a variety of bidding options that you can choose. You can decide how much or how little you want to spend monthly, and you will never be charged more than that amount. There is also no minimum spending commitment, so you can pause or stop anytime you want.

Instant Report

Instant Report

You will get a report of how your ad is doing, see how many new customers connect to your business from your ad, where they're coming from, and many more. With AdWords tools, we can edit and improve your ad, and increase the number of potential customers to contact your business.


To understand how AdWords works and make the most of your advertising budget, it's important to be familiar with some key building blocks -- like keywords, placements, Ad Rank, bids, and Quality Score.

Keywords are words or phrases you choose that can trigger your ad to show on search and other sites. Create a list of keywords that are most relevant to your product or service. Make sure you use specific keywords -- rather than more general keywords -- to increase the chances that your ad is shown to people who are most interested in your product or service.

Your Ads Appear Beside Relevant Content

Keywords can trigger your ads to appear next to search results on Google and other search sites. But keywords can also trigger your ads to show on other sites across the Internet -- Google-owned properties like YouTube as well as Google's partner sites like or, for example. We call these placements, which are part of what we call the Display Network. Google can automatically determine where your ads appear by matching your keywords to websites in the Display Network. Or, if you'd like greater control over your ads appearance location, you can pick specific placements yourself. You can set bids for each and choose the sites where your ads might appear.

People Click Your Ads

When people look for something that is related to your business, they start to Google it. They input the phrase (keywords) and Google will show your Ads and other Ads which is related to the phrase (keywords). After the Ads shows, they will start to click your Ads because they think your Ads is more interesting and placed in the top Ads and find out that your Ads can fulfilled their needs or not.


And Connect to Your Business

People are searching for something, they Google it and find your Ads, they click the Ads and get directly connected through your business website. From that on, they can find what they are searching for and they can fulfill their needs easily rather than browsing in hundred or million organic results. If your Ads have any Ad Extension they can directly connected to your Business Phone Number, Sitelinks, Application through mobile phone or gadget, Review about your business to convince them to trust and buy your product and even your business Location.

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