Bidding for and buying adwords
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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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What are adwords l.jpg
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 l.jpg
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 l.jpg
The PPC Search Players

  • Google

  • Overture

  • Others: FindWhat, LookSmart, Espotting, Kanoodle, Enhance (Ah Ha), Search123, …


How to set up a campaign l.jpg
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 l.jpg
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 l.jpg
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


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Write Your Ads

  • Straight-Forward Title & Text

  • Link to landing page

  • Multiple ads


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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


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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 l.jpg
Resources…

  • Google AdWords Handbook: 21 Ways to Maximize Results by Andrew Goodman

  • "Five Days to Success with Google AdWords“ by Perry Marshall