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? • 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 • Google • Overture • Others: FindWhat, LookSmart, Espotting, Kanoodle, Enhance (Ah Ha), Search123, …
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 • 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) Example Keywords for “Graphic Conversion Software: Graphic conversion Graphics conversion Graphic conversions Image conversion JPG conversion Convert graphic Translate Image
Write Your Ads • Straight-Forward Title & Text • Link to landing page • Multiple ads
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 Only by tracking can you measure effectiveness and improve your performance. • Google Conversion Tracking • Other 3rd party tracking applications: Conversion Ruler and ClickTracks
Resources… • Google AdWords Handbook: 21 Ways to Maximize Results by Andrew Goodman • "Five Days to Success with Google AdWords“ by Perry Marshall