GOOGLE AD WORDSINSTANT TRAFFIC IN 15 MINUTES

INTRODUCTION • What is Google Ad Words™?

INTRODUCTION (CONTD.)

Learn why Google Ad Words is right for your business and how to get started quickly and easily

Does anyone already have a business web site? Who has an Ad Words account?

WE’LL COVER…

• WHY USE AD WORDS?• BASIC KEYWORD RESEARCH• STRUCTURE OF YOUR ACCOUNT• WRITING ADS• CREATING YOUR ACCOUNT

WHY USE AD WORDS? Efficient Cost-effective Targeted

And what for?• traffic• profit

• sales and/or leads testing

conversion of visitorsto buyers/leads

Ads

CTR

CPC

CountryAd Campaigns

ROI

Keywords

Ad GroupsBusiness

BASIC KEYWORD RESEARCH

Choosing the right keywords Brainstorming Google’s Keyword Tool

(with a really useful ‘twist’)

Grouping the keywords Divide into groups that can

each be represented by one ad

STRUCTURE OF YOUR ACCOUNT

A d 1 A d 2

A d G rou p 1

A d 1 A d 2

A d G rou p 2

A d 1 A d 2

A d G rou p 3

A d C a m p a ig n 1 A d d itio n a l C a m p a ign s ...

A d W o rd s A cco u n t

WRITING YOUR ADS

Purpose to attract highly targeted clicks

(not to sell anything)Composition

keyword in headline benefit feature Capitalize First Letter Of Each Word

WRITING YOUR ADS (CONTD.)• Format – specified by Google

Headline (keyword) 25 characters

Line 1 (benefit) 35 characters

Line 2 (feature) 35 characters

Display URLwww.your-product.com

35 characters

Destination URLwww.tracking-url.com

1024 characters

CREATING YOUR ACCOUNT

www.google.comclick on “Advertising Programs”click on “For Advertisers: Google Ad

Words”click on “Sign Up Now” linkclick on “Standard Edition”

Let’s ‘Just Do It!’

MORE INFORMATION…

• Glossary slides

• www.small-business-on-the-net.com/ug4

• Special UG4 “Delegate-only” Offers

AD WORDS PRODUCTS & SERVICES

Up to 50% Discount (and more)!

“How To Succeed With Google Ad Words” eBook guide No Limit

Ad Words “Health Check” 10 Places only

Ad Words Coaching 10 Places only

GLOSSARY Copywriting

The writing skill that is part-art, part-science, of writing in such a way that the desired response has the best chance of being achieved.

CPC Cost-Per-Click – the amount of money payable to a P-P-C search engine each

time an ad relating to a particular keyword is clicked by a searcher and referred to your web site.

CR Conversion Rate – the number of customers generated as a percentage of

the visitors to a web site. CTR

Click-Through-Rate – the number of times an ad is clicked on as a percentage of the number of times it is displayed.

GLOSSARY (CONTD.) Dynamic keyword insertion

The facility, unique to Ad Words, that allows numerous keywords in a list to appear in your ad dynamically, triggered by the search term used.

Impression In relation to Ad Words, the number of impressions is the

number of times an ad is displayed on Google or the Google Network.

Keyword(s) The search term(s) used at a search engine and the word/phrase

that is ‘purchased’ for a pay-per-click ad .

GLOSSARY (CONTD.) Landing page

The web page that the visitor will arrive at when they click on your ad

Maximum CPC The ‘Maximum Cost-Per-Click’ (Max CPC) you are prepared to

pay for your keywords to trigger the display of your ad This helps to determine what position your ad appears in on the search engine results page. This figure is normally identified at Ad Group level, but can be applied to individual keywords within an Ad Group by exception.

GLOSSARY (CONTD.) Metrics

The key performance indicators in relation to the accurate assessment of your web business e.g. CR, unique visitors, entry pages, exit pages, average time spent on site.

P-P-C or PPC The abbreviation used for a ‘Pay-Per-Click’ search engine i.e.

one which sells keywords for advertisers to bid on to determine the position in which the ad is displayed in their search results listing.

Relevancy + Quality Score The terms Google use to indicate whether or not keywords,

ads, and landing pages are providing their searchers with what they’re looking for i.e. the higher the relevancy, the more relevant these components have proved to be. Very closely linked to the term ‘targeted’.

GLOSSARY (CONTD.) ROI

Return-On-Investment – the profit from sales made as a percentage of the cost of making those sales.

SEO Search Engine Optimization – the process of balancing many aspects of web

page construction to appeal to visitors and at the same time satisfy the criteria that search engines are measuring to allocate high ranking positions in their SERPs.

SERPs Search Engine Results Pages – the results listings of a search for a particular

search term at a search engine. SM

Search Marketing – increasingly used in recognition of the fact that SEO on its own is only part of the web site promotion toolset.

GLOSSARY (CONTD.) Split-testing

In marketing, advertising and direct mail, the principle of testing two of anything (e.g. classified ads, sales letters etc.) to determine which achieves the better response, is called ‘A/B testing’ or ‘split-testing’.

URL Uniform Resource Locator – the Internet address of a web

site/page. USP

Unique Selling Proposition – the aspect of your product or service that differentiates your business from your competitors.

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