1. A Primer on Google Pay Per Click
Ads
Ann Treacy
broadband.mnrem.com
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2. Agenda for Today
• What is an ad?
• Choosing keywords
• Writing ads
• Landing Pages
• Create a budget
• Define goals
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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
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4. SERP: Search Engine Results Page
Paid Results
Organic Results
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5. SERP: Search Engine Results Page
Paid Results
/ Shopping
Organic Results
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6. Google Ad Network
Paid Results
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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
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8. Keyword Tools tinyurl.com/7pj83c8
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9. Adword Keyword Tool: Results
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10. More Results
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11. Keywordspy www.keywordspy.com
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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
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13. Test the Ads
• Run several ads at once
• Tweak as you go
• Remember to check clicks and conversion!
• Remember to update timely ads
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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
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15. Landing Pages
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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)
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17. Define Goals
• Track traffic to specific pages
• Track conversions
• Balance Google Adword report with Google
Analytics
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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
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19. Get Started
• Set up an account
• Create your first ad
• Activate your account
(use coupon)
• Know the structure
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20. 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.