A great introduction to Google Adwords - delivered at a Seminar with the Fox Valley Computing Professionals meeting on July 13, 2009

1. Internet Advertising
for Professionals
Frank Dobner
Search Engine Marketing -
Google Adwords
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2. Contact Frank Dobner
 http://www.TheStartupSource.com
• frank@thestartupsource.com
• 630-717-1001
 Do you or someone you know want to
speak Italian?:
• http://www.SpeakItalianToday.com
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3. What is Pay Per Click?
 “..pay per click (PPC) is an Internet advertising
model used on search engines ……in which
advertisers pay their host only when their ad is
clicked…” ~ excerpt from Wikipedia
 PPC is:
• Form of direct response marketing
• Pay only when click link
• Auction system – bid for keywords
• Cost per click determined by several factors
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4. SEO and PPC
 SEO is “free” (just a lot of work and time)
 PPC is not free but search results are instant
• PPC Clickers Are Ready To Buy
• PPC scales well to small budgets
• PPC is easily trackable and measurable
• With PPC, you can
• throw up a landing page
• write ad(s)
• set your budget
• watch it go live
• test your traffic
• pause unproductive ads
• might even see some sales.
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5. PPC in Search Results
PPC Ads
Organic Results (SEO)
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6. More About Paid and Organic
Google
Search
Organic Paid Search
Results Results
Results Determined Largely By: Results Determined By:
3. On Page Factors: 3. Ad Copy
• Quality of content 4. Relevancy of Keywords
5. CTR
4. Off Page Factors: 6. Bid Price
• Number of quality back 7. Landing Page Quality
links
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7. Click Results – PPC & SEO
PPC - 25% of Clicks
Organic (SEO) -
75% of Clicks
Source: Marketing Sherpa and Enquiro Research 7

8. The Campaign Process
Research Visitors/day per keyword string
Keywords
What is the Adword appeal?
Research
Competitors
Number of competing pages
Writing
THE CRITICAL PIECE
Ad Copy
Building & Initiating TEST, TEST, TEST
Campaign
Tracking Weed out unproductive
Campaign ad groups and ad variations
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9. The Google PPC “Equation”
Google wants to……………. Maximize Their Profits
So, Google provides internet users the best search and find
experience…..so that users search even more
Maximize Adwords Number of Clicks
Google’s Profit = Bid Price X
Factors Determining:
• Ad Copy – Title & Description
Quality • Relevancy of Keywords
Score
Note: Google is maximizing its revenue per search 9

10. Google Quality Score
 Quality Score – It is about meeting users’
expectations by being the most relevant
• Quality Score - “…a dynamic variable assigned to
each of your keywords…”
• Reward for high quality score:
• Lower Bid prices
• Penalty for low quality score:
• Deactivated keywords or jacked-up bid prices
• Close Match: Keyword Ad Text Landing Page
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11. Keyword Research
Demo
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12. Keyword Research: Market Research
Choose keywords that:
 Have sufficient traffic (searches per month)
 Have Sufficient competition (want customers already
buying)
 But Not too much competition (hard to rank)
 Bid prices are reasonable
 Reveal Commercial Intent
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13. Our Business: Used Trailers
• National retailer of used camping trailers
• Sell to lower 48 U.S. states
• Unique Offer:
• Sell only used trailers
• Provide free shipping to customers w/i 48 states
• Shipment guaranteed in 7 days: door to door
• Virtual tour on website for each pre-inspect trailer
• Typical purchasing customer:
• Male
• 30 – 45 years
• Married
• Average family size 4
• Down economy - Looking for inexpensive and
memorable vacation
• Remembers camping as a boy
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14. Google Phrase Match Options
 Broad Match:
• used camping trailers
• Results could include – camping trailers used for
 Phrase Match:
• “used camping trailers”
• Results could include - used camping trailers for sale
 Exact Match:
• [used camping trailers]
• Results could only include - used camping trailers
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15. Google Adwords
Demo
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16. Campaign Structure
Product Product Line
Campaign 1 Campaign 2 ……..
Ex: New Camping Trailers Ex. Used Camping Trailers
Ad Group 1 Ad Group 2 …….. Ad Group n
Ex. Used Traveler Trailers
Ad Ad …….. Ad
Variation 1 Variation 2 Variation n
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17. Anatomy of A Good Ad:
• Headline (25 Characters Max)
• INCLUDE KEYWORDS!
• Description Line 1 (35 Characters Max)
• A Benefit – what will the customer get out of it
• Description Line 2 (35 Characters Max)
• A Feature as it relates to the customer’s issue
• Display URL (35 characters)
• Include Keywords (must be same domain as
Destination URL
• Destination URL (1,024 characters)
• Actual URL 17

18. Create Ad Variations
 Create 4 Ads from 2 Titles and 2 Descriptions
 2 Titles:
• Used Pop Up Campers
• Used Pop Up Campers Now?
 2 Description (lines 1 and 2):
• Budget Family Trip You’ll Remember
• Free Ship To Lower 48 US States
• Fun and Memorable Family Vacation
• Free Shipment to Your Door – Fast!
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19. Search Results for “Go Kart Engine”
“Go Kart Engine” - 27,100 Monthly Global Searches
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20. Ads Gone Wild!
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21. Landing Pages Matter
 Exceed expectations & achieve objectives by:
• Targeted landing pages – keyword optimized, remember:
• Keyword ⇒ Ad copy ⇒ Landing Page
• Other Elements
• Relevant & pleasing to the eye
• Limited site navigation
• Minimize depth of website
• Clear call to action
• Simple data forms to capture information
• Testimonials or other social proof
• Tell users what to do – specifically!
• Boilerplate:
• Terms and Conditions
• Privacy Policy
• Contact Us – telephone number and physical address
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22. Screenshot Slides
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23. Need a Google account?
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24. Enter account info or create one
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25. Creating an account
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26. Account Creation Confirmation
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27. Login after confirmation
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28. Business Solutions
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29. Account Snapshot
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30. Account Snapshot (lower half)
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31. Campaign Summary
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32. Start New Campaign
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33. Create Ad
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34. Campaign Keywords
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35. Ad Group Bid Price
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36. Review and Save New Campaign
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37. Campaign Settings
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