Mnrem google pay per click ads

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Ann Treacy

Tecnología Empresariales

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 Keyword
1. What terms would 1. Doc Martens, Dr
buyers use to find a Martens, Doctor
business like yours? Martens, Doc Martins,
2. Does location matter? Combat Boots
3. Are there terms you 2. Grand Rapids
can eliminate? 3. NOT Michigan, NOT
4. Google will offer medicine
suggestions

©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 • Highlight your best sales
• Include call to action proposition(s)
• Check out the • Filter bad clicks
competition • Add a timeliness!
• Be specific
– Prices
– Details
– Location

©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 • Total Budget
– Use the estimated – Choose the budget that
traffic/cost tool suits you
– Don’t aim for top – You will get notices to
billing, but getting on increase the budget;
the first page is nice sometimes a better
– Some ads will work no answer is lower CPC
matter what placement (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

©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.

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Mnrem google pay per click ads

3. 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.

7. Choosing Keyword 1. What terms would 1. Doc Martens, Dr buyers use to find a Martens, Doctor business like yours? Martens, Doc Martins, 2. Does location matter? Combat Boots 3. Are there terms you 2. Grand Rapids can eliminate? 3. NOT Michigan, NOT 4. Google will offer medicine suggestions ©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.

12. Writing Ads: 25 + 35 +35 + URL • Use keywords • Highlight your best sales • Include call to action proposition(s) • Check out the • Filter bad clicks competition • Add a timeliness! • Be specific – Prices – Details – Location ©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.

13. 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.

14. 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.

16. Budget • Bid per Click • Total Budget – Use the estimated – Choose the budget that traffic/cost tool suits you – Don’t aim for top – You will get notices to billing, but getting on increase the budget; the first page is nice sometimes a better – Some ads will work no answer is lower CPC matter what placement (cost per click) ©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.

18. 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.

Mnrem google pay per click ads

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