…a brief introduction

By Mark Pottorff, Mark@DeepSci.com

How do you use the net?

• Do you ignore the ads?

How do you use the net?

• Do you ignore the ads?

• Ever clicked an ad?

How do you use the net?

• Do you ignore the ads?

• Ever clicked an ad?

• Was the ad related to your mindset at the time you clicked?

What is Adwords?

• Reason why Google is worth billions

What is Adwords?

• Reason why Google is worth billions

• http://adwords.google.com

What is Adwords?

• Reason why Google is worth billions

• http://adwords.google.com

• Targetted Web advertising for your business

What is needed to start?

• A Google Email address (free)

What is needed to start?

• A Google Email address (free)

• A credit card

What is needed to start?

• A Google Email address (free)

• A credit card

• A website where clicks are directed

What is needed to start?

• A Google Email address (free)

• A credit card

• A website where clicks are directed– A site that allows online ordering

What is needed to start?

• A Google Email address (free)

• A credit card

• A website where clicks are directed– A site that allows online ordering– Or has an easy way to reach you

How much does it cost?

• You generally pay per click

How much does it cost?

• You generally pay per click

• Popular search words cost more

How much does it cost?

• You generally pay per click

• Popular search words cost more

• You set a daily budget– (no way to perfectly enforce)

How does it work?

• Landing page is scanned

How does it work?

• Landing page is scanned

• Relevance of searchwords is scored for search placement

How does it work?

• Landing page is scanned

• Relevance of searchwords is scored for search placement

• Relevance to webpages with ads is used to determine content placement

Example webpage with ads (content placement)

Gmail webpage with ads

Getting Started, terminology

• Campaigns

Getting Started, terminology

• Campaigns

• Ad groups

Getting Started, terminology

• Campaigns

• Ad groups

• Text ads

Getting Started, terminology

• Campaigns

• Ad groups

• Text ads

• Search words

Getting Started, terminology

• Campaigns

• Ad groups

• Text ads

• Search words

• Negative search words

Getting Started, terminology

• Campaigns

• Ad groups

• Text ads

• Search words

• Negative search words

• Ad impressions

Campaign Overview

Campaign Settings

Ad Groups

Ads

Text Ad Specs

• Heading, 25 chars

• Display Line 1 – 35 chars

• Display Line 2 – 35 chars

• Display URL – 35 chars (USE IT!)

• Actual URL – not displayed, as long as needed

Search Words

Negative Searchwords

Tips

• Don’t be afraid to try it

• Click around, try various features/tools

• Create landing page on website for each ad group

• Create multiple ad versions– Monitor which gets more clicks

Tips

• Think like your customer

• Think like Google

• Think of others that are NOT customers

• Do some searches yourself– Check out competition– Examine content of websites that come up

• New search words

Tips

• Start cheap and analyze your results

• Follow Google’s tips

• Keep dairy of changes, note results

• Make ads with call to action

• Chose words carefully

• Email yourself, study ads that appear

Summary Points

• Establish a budget

• Change website as suggested

• Don’t be afraid to try it

Compare ads to SEO

A copy of this presentation is available at:

http://DeepSci.com/RENPrez

(case sensitive!)

Q & A Time