When you search Google for, say, “floor refinishing,” you’ll get your search results, and you’ll also get some discrete ads over on the right hand side of your window. When you search for “square dance” or “square dancing,” there are no ads.

When you look at the AdWords info, you see that the ads are based on the search words. Advertisers pay with a complicated formula based on how much they’re willing to pay per click.

So, no ads means that nobody wants to pay to advertise to square dancers (or people searching for “square dance” on google). Hmmm…seems like a good opportunity for the folks at “Square Dancing Today” to reach people who might have an interest in the magazine.