Paid Search for Business 101
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Paid Search for Business 101 Wednesday, May 14, 2014 Provided by Hubert Sawyers III #SMCD - @HubertGAM
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On May 14, 2014, I gave a introductory presentation on paid search for Social Media Club - Detroit. My focus was on Google AdWords and pay-per-click advertising to keep it easy on the small business owner audience. To get a sense of what I discussed, check out the podcast I did with Social Media Club - Detroit afterwards: https://soundcloud.com/socialmediaclubdetroit/paid-search-for-business-101
Transcript of Paid Search for Business 101
Paid Search for Business 101 Wednesday, May 14, 2014
Provided by Hubert Sawyers III
#SMCD - @HubertGAM
What You’re Going to Learn Today
• Definition of Paid Search and PPC • Basic Elements of a Paid Search Campaign • How to Set Up an AdWords Account • Basic Principles for Effective Campaigns • Paid Search Resources
Hubert’s Marketing Approach
What is Paid Search?
The process of generating traffic through purchasing ads on search engines
Definition source: Search Engine Land http://searchengineland.com/guide/what-is-paid-search
Pay-Per-Click or PPC
A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked
Definition source: Wordstream http://www.wordstream.com/ppc
Basic Elements of a Paid Search Campaign
• Keywords • Ad Groups • Text Ads
KEYWORDS
AD GROUPS
TEXT ADS
Basic Metrics of a Paid Search Campaign
• Click-Through Rate (CTR) • Quality Score • Cost Per Click (CPC) • Cost Per Acquisition (CPA) • Conversion Rate
Things to Know or Do Before Setting Up an AdWords Account
1. Have a Website Built for Modern Search Engines 2. Know Why You Want to Use AdWords (read: have a SMAC goal) 3. Know Thy Target
How to Set Up an AdWords Account
How to Set Up an AdWords Account
How to Set Up an AdWords Account
5 Steps to Creating Search Ads that Convert
1. Send Your Ego on Vacation 2. Do Your Homework; Stalk Your Intended Audience 3. Get in Character; Prepare a Monologue 4. Test, Test, Test 5. Optimize and Repeat
Hubert’s Advice on AdWords Budgets
• Low Budgets (< $1000/month): Use AdWords Express • Moderate Budgets (up to $10K/month): Use K.I.S.S. Method • Big Budgets (> $10K/month): Call 313.451.0808 LOLz
Paid Search Resources
For Low Budgets and No Interest in Learning Paid Search: • AdWords Express (http://www.google.com/adwords/express/) For the Rest of Us: • Google Partners (for AdWords certification) • Wordstream • Spyfu • PPC Blog • Search Engine Land
Free AdWords Account Review Offer
Visit: http://sorsaw.com/ppc-review/
Photo Credits
Creative Commons Images Found on Flickr • “Keyword” Photo: L.A. County Fair_1261 by Omar Barcena • “Ad Groups” Photo: Matroyshka Dolls by Liz West
AdWords Set-Up Images 2 and 3: Stolen from Wordstream
