2. Tours
• Facebook
– Create a Basic Ad
– Targeting
• Google
– Set up a campaign

3. Keyword Ideas
• Competitors
• Your Brand Name
• Product
• Problem
• Product Attributes
• Category
• Local + Product
• Local + Problem
• Pleasure
• Product ID#
• Conversion Likely
• Information

4. Match Types
Broad: Red Shoes
Matches to: Red Pants, Black Wing tips, Ski Boots
Broad Modified: Red +Shoe
Matches to: Red Shoes, Purple Shoe, Brown Shoes Box
Broad Modified: +Red +Shoe
Matches to: Reds Shoes, Red Shoe Box, Best Shoe for Red dress
Phrase: “Red Shoe”
Matches to: Buy Red Shoe, Red Shoe Sale, Find Red Shoe
Exact: [Red Shoe]
Matches to: Red Shoe

5. Ad Group
• Matches ad copy with keyword queries
• Your keywords should relate to your ad copy
– So group accordingly
• Good and bad matching
– Emergency Plumber
– Wedding Bow Ties
– Buy Pink Roses
– Bike Light

6. Ad Copy
• Important Elements
– Call to Action
– Searchers Keywords
• Turn Bold in the Ad Copy
– Value Proposition
• Why should they click your ad?
– Display URL with Keywords
• Turn Bold & More visibility
– Use Customer’s Language
– Extreme words
• To Start – Look at competitors
– What can you learn from their ads? DON’T STEAL!

7. Display Advertising
• Unique Campaigns from Search
• Keywords – Keywords on the site
• Topics – What the site is about
• Interests – The user’s interests
• Remarketing – Previously visited your site
• Lets Build an Ad