Mnrem google pay per click ads
-
Upload
atreacy -
Category
Technology
-
view
530 -
download
0
description
Transcript of Mnrem google pay per click ads
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
A Primer on Google Pay Per Click Ads
Ann Treacy broadband.mnrem.com
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
Agenda for Today• What is an ad?• Choosing keywords• Writing ads• Landing Pages• Create a budget• Define goals
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
General Premise• You buy ads to show up when someone does a
specific search• Ad placement is based on bids and algorithms • You only pay when someone clicks on your ad• You will get a ton of data related to the ads• You can spend as much time and money are
you want
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
SERP: Search Engine Results Page
Paid Results
Organic Results
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
SERP: Search Engine Results Page
Paid Results / Shopping
Organic Results
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
Google Ad Network
Paid Results
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
Choosing Keyword1. What terms would
buyers use to find a business like yours?
2. Does location matter?3. Are there terms you
can eliminate?4. Google will offer
suggestions
1. Doc Martens, Dr Martens, Doctor Martens, Doc Martins, Combat Boots
2. Grand Rapids3. NOT Michigan, NOT
medicine
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
Keyword Tools tinyurl.com/7pj83c8
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
Adword Keyword Tool: Results
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
More Results
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
Keywordspy www.keywordspy.com
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
Writing Ads: 25 + 35 +35 + URL• Use keywords• Include call to action• Check out the
competition• Be specific– Prices– Details– Location
• Highlight your best sales proposition(s)
• Filter bad clicks• Add a timeliness!
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
Test the Ads• Run several ads at once• Tweak as you go• Remember to check clicks and conversion!• Remember to update timely ads
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
Landing Page• Do not send people to the homepage• Create a page specifically based on ads– Get to the point– Push to the Call to Action– The page need not be accessible via homepage
• At least send people to a product page
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
Landing Pages
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
Budget• Bid per Click– Use the estimated
traffic/cost tool– Don’t aim for top billing,
but getting on the first page is nice
– Some ads will work no matter what placement
• Total Budget– Choose the budget that
suits you– You will get notices to
increase the budget; sometimes a better answer is lower CPC (cost per click)
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
Define Goals• Track traffic to specific pages• Track conversions• Balance Google Adword report with Google
Analytics
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
So much more• You can choose time or ads to run ads• You can choose geographic areas• You can add features (such as one-click calling)
to your ads• You can reach out to people who have clicked
on previous ads
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
Get Started• Set up an account• Create your first ad• Activate your account
(use coupon)
• Know the structure
©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.
QUESTIONS?
If you have an interest in further training in your area, please let us know.
broadband.mnrem.com