According to Robert Dempsey, paid advertising should be a cornerstone of your web strategy. If you want a powerful strategy for bringing people to your website, you’ve probably used or considered using Google AdWords. But if you don’t know how to make Google AdWords work FOR you – or if you’re like one of Robert Dempsey’s friends who accidentally activated the Google Content Network though, you can have your hard-earned cash sucked out of your wallet within about an hour. The costs of not having an effective strategy are high; the costs of having one without a clue what you’re doing can be even higher.