…a brief introduction By Mark Pottorff, Mark@DeepSci
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…a brief introduction By Mark Pottorff, [email protected]. How do you use the net?. Do you ignore the ads?. How do you use the net?. Do you ignore the ads? Ever clicked an ad?. How do you use the net?. Do you ignore the ads? Ever clicked an ad? - PowerPoint PPT Presentation
Transcript of …a brief introduction By Mark Pottorff, Mark@DeepSci
How do you use the net?
• Do you ignore the ads?
How do you use the net?
• Do you ignore the ads?
• Ever clicked an ad?
How do you use the net?
• Do you ignore the ads?
• Ever clicked an ad?
• Was the ad related to your mindset at the time you clicked?
What is Adwords?
• Reason why Google is worth billions
What is Adwords?
• Reason why Google is worth billions
• http://adwords.google.com
What is Adwords?
• Reason why Google is worth billions
• http://adwords.google.com
• Targetted Web advertising for your business
What is needed to start?
• A Google Email address (free)
What is needed to start?
• A Google Email address (free)
• A credit card
What is needed to start?
• A Google Email address (free)
• A credit card
• A website where clicks are directed
What is needed to start?
• A Google Email address (free)
• A credit card
• A website where clicks are directed– A site that allows online ordering
What is needed to start?
• A Google Email address (free)
• A credit card
• A website where clicks are directed– A site that allows online ordering– Or has an easy way to reach you
How much does it cost?
• You generally pay per click
How much does it cost?
• You generally pay per click
• Popular search words cost more
How much does it cost?
• You generally pay per click
• Popular search words cost more
• You set a daily budget– (no way to perfectly enforce)
How does it work?
• Landing page is scanned
How does it work?
• Landing page is scanned
• Relevance of searchwords is scored for search placement
How does it work?
• Landing page is scanned
• Relevance of searchwords is scored for search placement
• Relevance to webpages with ads is used to determine content placement
Example webpage with ads (content placement)
Gmail webpage with ads
Getting Started, terminology
• Campaigns
Getting Started, terminology
• Campaigns
• Ad groups
Getting Started, terminology
• Campaigns
• Ad groups
• Text ads
Getting Started, terminology
• Campaigns
• Ad groups
• Text ads
• Search words
Getting Started, terminology
• Campaigns
• Ad groups
• Text ads
• Search words
• Negative search words
Getting Started, terminology
• Campaigns
• Ad groups
• Text ads
• Search words
• Negative search words
• Ad impressions
Campaign Overview
Campaign Settings
Ad Groups
Ads
Text Ad Specs
• Heading, 25 chars
• Display Line 1 – 35 chars
• Display Line 2 – 35 chars
• Display URL – 35 chars (USE IT!)
• Actual URL – not displayed, as long as needed
Search Words
Negative Searchwords
Tips
• Don’t be afraid to try it
• Click around, try various features/tools
• Create landing page on website for each ad group
• Create multiple ad versions– Monitor which gets more clicks
Tips
• Think like your customer
• Think like Google
• Think of others that are NOT customers
• Do some searches yourself– Check out competition– Examine content of websites that come up
• New search words
Tips
• Start cheap and analyze your results
• Follow Google’s tips
• Keep dairy of changes, note results
• Make ads with call to action
• Chose words carefully
• Email yourself, study ads that appear
Summary Points
• Establish a budget
• Change website as suggested
• Don’t be afraid to try it
Compare ads to SEO
A copy of this presentation is available at:
http://DeepSci.com/RENPrez
(case sensitive!)
Q & A Time
