An overview of Google AdWords, plus step-by-step instructions to set up your AdWords account and first campaign to avoid problems and start off on the right foot.

1. Set Up Your Google AdWords CampaignAugust 12, 2010

3. Principal of Eight Trails

4. Smarter websites and online marketing

5. 20+ years advertising and marketing

6. Interactive director

7. Creative director

8. Writer

10. What is PPC? PPC is pay-per-click, also known as paid search PPC is one component of SEM

11. What is SEM?

13. Find those potentialcustomers while they’reactively searching foryour product or service!

14. Natural search vs paid search (SEO vs PPC)

19. SEO vs PPC SEO helps you with your organic search rankings PPC is a way to pay for position on the search results pages (and other websites, too) PPC is not affected by what you do with SEO SEO is not affected by what you do with PPC

20. AdWords Nitty Gritty Benefits of AdWords Reach Targeting Flexibility Measurability

21. AdWords Nitty Gritty AdWords is an auction The higher you bid, the higher your ads appear (generally)

22. AdWords Nitty Gritty You pay only when someone clicks on your ad Hence, pay-per-click There is no minimum budget requirement Spend as much or as little as works for you

23. AdWords Nitty Gritty Your bid price for a given position is determined by competition AND your Quality Score With a good Quality Score, you could rank higher than a competitor for a lower bid price

24. AdWords Nitty Gritty Your Quality Score is determined by The relevance of your ad The relevance of your landing page Your clickthrough rate Other mysterious factors

25. AdWords Nitty Gritty AdWords comprises: Search Network Google search Search partners (AOL, Earthlink) Display Network (formerly Content Network) Hundreds of thousands of websites

26. Set Up Your First AdWords Campaign, Step by Step Create an Account the Right Way the First Time Your Secret Advantage – Irresistible Ads The Lowdown on Keywords Organize Your Ad Groups for Success 4 Defaults That Can Bite You Bonus Tips for Insiders Only

27. Create an Account the Right Way the First Time Start at adwords.google.com

29. Create an Account the Right Way the First Time Use an existing email tied to your Google accounts or create a new one Set your time zone – can’t be changed Set your currency – can’t be changed Confirm your email

31. Create an Account the Right Way the First Time Use an existing email tied to your Google accounts or create a new one Set your time zone – can’t be changed Set your currency – can’t be changed Confirm your email

33. Create an Account the Right Way the First Time Use an existing email tied to your Google accounts or create a new one Set your time zone – can’t be changed Set your currency – can’t be changed Confirm your email

36. Create an Account the Right Way the First Time That’s it! You have an AdWords account (sort of…)

45. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Set Position Preference to On Leave Delivery Method set to Standard Ad Extensions for storefront businesses

48. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Set Position Preference to On Leave Delivery Method set to Standard Ad Extensions for storefront businesses

50. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Set Position Preference to On Leave Delivery Method set to Standard Ad Extensions for storefront businesses

52. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Set Position Preference to On Leave Delivery Method set to Standard Ad Extensions for storefront businesses

54. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Set Position Preference to On Leave Delivery Method set to Standard Ad Extensions for storefront businesses

56. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Set Position Preference to On Leave Delivery Method set to Standard Ad Extensions for storefront businesses

58. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Set Position Preference to On Leave Delivery Method set to Standard Ad Extensions for storefront businesses

60. Create an Account the Right Way the First Time Advanced Settings Schedule Start date End date Ad Scheduling Ad Delivery: Set Ad Rotation to Rotate

62. Create an Account the Right Way the First Time Advanced Settings Schedule Start date End date Ad Scheduling Ad Delivery: Set Ad Rotation to Rotate

65. Create an Account the Right Way the First Time Create an ad Select keywords Set your maximum bid Save and continue to billing

67. Create an Account the Right Way the First Time Create an ad Select keywords Set your maximum bid Save and continue to billing

69. Create an Account the Right Way the First Time Create an ad Select keywords Set your maximum bid Save and continue to billing

71. Create an Account the Right Way the First Time Create an ad Select keywords Set your maximum bid Save and continue to billing

72. Create an Account the Right Way the First Time Enter your billing information Select automatic payments or manual payments Pay a one-time AdWords activation fee of $5

73. Create an Account the Right Way the First Time NOW you have an AdWords account

74. CAUTION! Unless you chose a start date in the future, your ads will now start displaying and you’ll be spending money!

75. Your Secret Advantage – Irresistible Ads Write a great ad The purpose of your ad is to get people to click on your ad

76. Your Secret Advantage – Irresistible Ads Use your top keyword in your ad headline

77. Your Secret Advantage – Irresistible Ads People don’t need a drill. They need a hole.

78. Your Secret Advantage – Irresistible Ads

79. Your Secret Advantage – Irresistible Ads Include a call to action and make it specific

80. Your Secret Advantage – Irresistible Ads Put your price in your ad Spy on your competitors, then differentiate

81. Your Secret Advantage – Irresistible Ads Write two ads and let them battle

82. The Lowdown on Keywords Choose long tail keywords

83. The Lowdown on Keywords Use all three match types of each keyword

84. The Lowdown on Keywords Use negative keywords

85. The Lowdown on Keywords Put your most popular keywords in their own group Put lots of keywords in your campaign Add new keywords regularly

86. Organize Your Ad Groups for Success Create tightly focused ad groups One product or service per ad group, for example

87. 4 Defaults That Can Bite You Display Network – turn it off Ad Rotation – change to rotate so you can compare ad performance Position Preference – change to positions 4 to 11 Delivery – Choose Standard to display your ads evenly over time

88. Bonus Tips for Insiders Only Create a separate campaign for your branded keywords Company name Website Variations Keeps these top performers from skewing your other metrics

89. Bonus Tips for Insiders Only If you’re a 9 to 5 biz, test Ad Scheduling for those hours The top 3 positions are for suckers Don’t make changes too frequently Don’t delete ads; pause and replace

90. Bookmark These EightTrails.com adwords.google.com google.com/adwords/learningcenter google.com/intl/en/ads/faq – step-by-step sign up instructions adwords.google.com/select/KeywordToolExternal – keyword tool

91. Questions? Effusive Praise? Ed Tankersley EightTrails.com ed@eighttrails.com @EightTrails 602-361-2001