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Bidding for and Buying AdWords. What are AdWords?. A way to display advertising in search results (or on targeted content sites) based on a set of keywords that you bid on. . What are AdWords? (cont’d). Why are AdWords Amazing?. You only pay when they “click” – PPC

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Presentation Transcript
what are adwords
What are AdWords?

A way to display advertising in search results (or on targeted content sites) based on a set of keywords that you bid on.

why are adwords amazing
Why are AdWords Amazing?
  • You only pay when they “click” – PPC
  • Targeted – you reach people when they are actively searching for something.
  • Immediate results.
  • Track and measure.
the ppc search players
The PPC Search Players
  • Google
  • Overture
  • Others: FindWhat, LookSmart, Espotting, Kanoodle, Enhance (Ah Ha), Search123, …
how to set up a campaign
How to Set up A Campaign
  • Set up an account
  • Define your keywords
  • Write your ads
  • Track the results
  • Optimize the campaign
define your keywords
Define Your Keywords
  • No overkill
  • Start with targeted then expand
  • Different types of matches on Google for: graphic conversion, “graphic conversion”, and [graphic conversion]
define your keywords cont d
Define Your Keywords (cont’d)

Example Keywords for “Graphic Conversion Software:

Graphic conversion

Graphics conversion

Graphic conversions

Image conversion

JPG conversion

Convert graphic

Translate Image

write your ads
Write Your Ads
  • Straight-Forward Title & Text
  • Link to landing page
  • Multiple ads
bidding on keywords
Bidding On Keywords
  • Ignore their suggested bid amount
  • WordTracker
  • Try low and look at rank
  • Higher rank (top 3) goes on more search properties.
  • Track and raise bids on most effective terms.
  • Look for bargains
track your results
Track Your Results

Only by tracking can you measure effectiveness and improve your performance.

  • Google Conversion Tracking
  • Other 3rd party tracking applications: Conversion Ruler and ClickTracks
resources
Resources…
  • Google AdWords Handbook: 21 Ways to Maximize Results by Andrew Goodman
  • "Five Days to Success with Google AdWords“ by Perry Marshall
ad