6 search engine advertising [day2 module2]
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Transcript of 6 search engine advertising [day2 module2]
Joost van der Kooij
Search engine advertising
Google Adwords
• Sponsored listing on search engine result pages
• $0.05 - $1,- per click (and higher…)
• $5,- setup costs
• Flexibility of Advert presentation by:- Keyword(s) combinations (exact or broad match)- Country and region (and even cities…)- Language- Ability to control the budget
https://adwords.google.com/
Google Adwords
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Tips• importance of keyword(s)- keyword tool- traffic estimator
• Geographical segmentation
• Landing page (booking page, services, packages,….)
Google Adwords
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Geo targeting
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Tips (continued)• copywriting:
attractive action oriented focus on benefits / offer mind AdWords rules (avoid best, greatest, …) include keywords in the ad
• Setting up campaign
• Campaign management - Reporting options
Google Adwords
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Assignment
Assignment 5:
Search Engine Advertising
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Landing page!
Landing page!
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Bad practice: Adwords visitor lands on homepage!
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