Mastering
in 30 minutes

Pay Per Click Advertising

Pay-Per-Click
Advertising
(PPC)
• Paid Listings
• Appear Right, Top &
Bottom
• Different Algorithms
• No Bearing On Search
Results

1. Ad Channels
Where To Place Your Ads

Search Network

Search Partners

Display Network
Google Properties

2. Campaign
Managing Your Ads

Your Account
• Same Email And
Password login used with
other Google Accounts
• Billing Information
• General Settings

Campaigns
• Settings on which parts of the Google
Network it belongs to
• One or more ad groups
• A daily budget and bidding settings
• Language, location, mobile and ad schedule targeting settings
• Other ad settings like a frequency cap, ad rotation, start/end
date and keyword
• matching options
• Ad extensions
• Some other settings for special campaigns (eg. Shopping and
Dynamic Search Ad
• campaigns)

Ad Groups
• One or More Ads
• Keywords
• Display Network Targeting
Methods
(eg. placements, topics, Interests,
demographics and remarketing)
• Mobile Bid Adjustment
• Special Campaign
Settings
(eg. Shopping and Dynamic
Search Ad campaigns)
• Ad Extensions

3. Keyword Targeting
Search Results Your Ad May Appear

Building Keywords
• Think Like Your Customer
• Relevant Keywords
• Group By Theme
• Not too many, Not to few

Keyword Modifiers
Improving The ROI

4. Language & Location
Who Should See Your Ads

Language Targeting
• Target 1 or More
• Write In The Same
Language You’re
Targeting
• No Translation
• Default Language
• Language People Type
https://support.google.com/adwords/answer/1722078

Location
• Location Of Interest
.com, .com.au, co.nz
Southport Plumber
User Settings
• Physical Location
IP Address
ISP Details
GPS, WI-Fi, Cell Tower
• Google Decides

Location Options
• Country
• Region / City /
Neighbourhood
• Airport / University
• Radius
• Exclude Locations

5. Ad Formats
Design Your Ad

Text Ad
• Headline
25 characters
• Display URL
35 characters
• Description Line
35 characters per line
(70 character total)

Other Ad Types
Image Ad
Video Ad
Adwords For Video
Mobile Ads
Product Listing Ad

6. Ad Extensions
Other Calls To Action

Location Extension
Show Location Details

Click To Call Extension
Clickable Phone Number on Mobile Device

Sitelinks Extension
Links To Pages In Your Website

Discontinued
• Seller Ratings
• Product
• Social
• Automatic Offer
• Review

7. Quality Score
Reduce The Cost And Increase The ROI

Click Though Rate (CTR)
• Historical CTR for Keyword
• Historical CTR of Display URL’s in Ad Group
• Account Performance In Geographical Region
• Overall Account Performance

Relevance
• Relevance of the keyword to the ads in the ad group
• Relevance of the keyword and the ad to the search query

Landing Page Quality
• Relevant And Original
Content
• Transparency
• Ease Of Navigation
• Loading Time

Relevance
• Easier and cheaper for a keyword to enter the ad
auction
• Lower CPCs
• Lower first page bid estimates
• Lower top of page bid estimates
• Higher ad positions

8. Remarketing
Stalking Your Customers Until The Buy

Standard Remarketing
Show ads to your past visitors as they browse Display
Network websites and use Display Network apps.

Dynamic Remarketing
Show dynamic ads to past
visitors with products and
services they viewed on
your website as they browse
Display Network websites
and use Display Network
apps.

Remarketing For Mobile Apps
Show ads to people who
have used your mobile app
or mobile website as they
use other mobile apps or
browse other mobile
websites.

Remarketing Lists For Search Ads
Show ads to your past
visitors as they do follow-up
searches for what they need
on Google, after leaving
your website

Video Remarketing
Show ads to people who
have interacted with your
videos or YouTube channel
as they use YouTube and
browse Display Network
videos, websites, and apps

9. Resources
Becoming An Expert

Google AdWords Help Centre
Support.Google.com/Adwords
Loves Data Training For Google Certification
LovesData.com/Services/Training-Education
Google Ad Set Up And Management
PositiveBusinessOnline.com
$75 Coupon For Google Adwords
http://www.google.com/ads/adwords-coupon.html

Facebook
Facebook.com/PositiveBusinessOnline
Twitter
@positivebiz
LinkedIn
LinkedIn.com/in/nikcree
Website
PositiveBusinessOnline.com
Contact Details

PositiveBusinessOnline.com/
Mastering-Google-Adwords-In-30-
Minutes
or
http://wp.me/p5muuz-1MN
Presentation Links