http://www.pointit.com - This presentation covers Adwords 101: The fundamentals of Google Adwords.

1. Point It
Google AdWords 101
Presented by Jon Lisbin
206.973.5488
Jonl@pointit.com

2. Topics
• About Us
• PPC Search Landscape & Trends
• Why PPC Search is effective
• What it looks like
• Campaign Structure & configuration tips
• Keyword Development
• Competitive Research Tools
• Quality Score
• Google Analytics
• Click Fraud
• Couple of Case Studies

3. About Point It!
• Seattle-based Search
Engine Marketing Firm
• 14 team members
• Servicing mid-market
firms and new ventures
• Incorporated April 2002

4. Our Clients

5. Search Landscape

6. Advantages of Paid Search
• No minimum spend
• You choose your own maximum daily spending limit (daily budget)
• Choose how much you want to spend per click for every keyword
• Pay Google for users who click on your ad
• More cost-effective than Yellow Pages, Banner Ads & Direct Mail*
• Conversion tracking = real-time return-on-investment data
** U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004

7. Effectiveness of Paid Search
40%
Search
* U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004

8. Are Marketers Cutting Back
in a Down Economy?
• eMarketer estimated in August 2008 that online
ad spending would reach $24.9 billion this year,
down slightly from its March forecast. That still
represents 17.4% growth over 2007.

9. Where are Online Marketing
Dollars Going?

10. Paid Search Placements

11. Content Network Ads

12. Campaign Structure
ACCOUNT
CAMPAIGNS CAMPAIGNS
Ad Group Ad Group
Keyword Ad Copy 1
Keyword Ad Copy 2
Keyword

13. Google Adwords Settings
1 1. Start/end date
2. Budget settings
3. Networks and
bidding
2
3

14. Google Adwords Settings
1. Start/end date
2. Budget settings
4 3. Networks and
bidding
5

15. The Google Network
Other
20%
Network
80%
Google Properties Content Publishers
New York Times
About.com
Search Partners
AOL
Amazon
Earthlink

16. Ad Group View

17. Match Types
• Broad Match Disney Toys
Yes. buy disney toys, buy toy disney, disney toys online
• Phrase Match “Disney Toys”
Yes. buy disney toys
No. buy toys disney
• Exact Match [Disney Toys]
Yes. Disney Toys
No. Toys Disney, buy disney toys
• Negative Match -Story
No. disney toys story

18. Keyword Development

19. Keyword Generation
Keyword Generation
• Cast a wide net (The Long Tail)
• Consider user intent
– Use customer lingo, not just industry lingo
• Group thematically and linguistically
– These become your Ad Groups
• Don’t forget:
– Synonyms
– Misspellings
– Geographic keywords?
– Brand and Trademarked terms?

20. Google Keyword Tool

21. WordTracker

22. Competitive Research

23. Quality Score, Relevance & You
Quality score is based on the CTR of an ad and the
relevance of your ad text, keyword and landing page
Position is based on Quality Score and Max Bid.
QS Max Bid Min Bid Position Index Position Avg CPC
Ad1 10 $ 4.00 $ 0.50 40 1 $ 2.70
Ad2 8 $ 3.00 $ 0.50 24 3 $ 0.50
Ad3 4 $ 6.50 $ 0.50 26 2 $ 6.25

24. Ad Copy Testing

25. Google Analytics Overview

26. GA Goal conversions by source

27. GA Site Overlay

28. Site Exclusion

29. Case Study – Onvia (PPC)
Business Challenge
Small scale success with Google-only
search. Didn’t have the resources or
internal skill set to drive program to the
next level.
The Solution
Major keyword expansion. Learned
“language of the verticals” and re-
organized the program architecture
targeting these verticals. Rigorous &
methodical copy testing and optimized
landing pages by keyword theme.
Results
In six months lead volume went up
1000%+(100 to 1,000s). PPC budget was
raised from under $5K/month to $30K+
based on results. CPA achieved new lows.

30. Case Study – Concur (PPC)
Business Challenge
Expense tracking software provider saw an
opportunity to take advantage of newly
enacted legislation as a revenue stream. To
do this they needed to explore new ways
to leverage interactive media.
The Solution
Developed comprehensive keyword list
targeting Sox compliance, pain points &
needs. Leveraged existing white papers
positioning them as offers supported by
synchronized ad copy, landing pages, and
exhaustive testing.
Results
In four months lead volume went up 4X
(100’s+per month) while cost per lead
dropped 70%

31. Key Takeaways
• Google dominates the market
• Paid Search Advertising, although self service, can be
quite complex and time consuming
• Don’t be lazy when coming up with keyword
combinations and match types. Dig for gold!
• Know how to spot fraud, but don’t let it paralyze you.
• Use Google Analytics. It’s Free!
• Synchronize keywords, ad copy and landing pages

32. Point It
Google AdWords 101
Jon Lisbin - Principal
206.973.5488
Jonl@pointit.com