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What are Google AdWords?• Automated Auction• Searched Keywords appear under ‘Sponsored Link’ section
How does it work?• Crawlers sent to scan your website• Google determines best placement
AdWord TerminologyGoogle keeps a full glossary of AdWord terminology.Here are a few useful ones to know:
Create a Google AdWord AccountIf you already have a gmail account then youwill be able to use that as your AdWordaccount as well.
Create Your First Campaign1. Choose your budget2. Create your ads3. Select Keywords that match your ads to potential customers4. Enter your billing info
Structure Tips• Name campaigns appropriately• Split campaigns into Ad groups• Use one theme per campaign• Aim for a minimum of 3 ad groups
Structure Exercise• Name your campaign• Create Ad groups
Keywords• Tightly themed• Small group vs. large group• Easier Ad writing
Match Options• When will Ads be displayed• Broad Match• Negative Match
Keyword Tips• Step into your customer’s shoes• Match keywords to Ad’s text• Use Google keyword tool• Regularly review keywords• Use negative keywords
Ads• Differentiate yourself from competitors• Grab attention• Create different Ads for different Ad groups• Focus on the product that is being sold not general company information
Success• Successful: Create description specific to why buying from company is beneficial• Successful: Call to Action• Unsuccessful: Do not create a general description or one that does not include a call to action
Success• Link to specific page• Successful: www.acmesports.ca/skates.html• Unsuccessful: www.acmesports.ca/
Targeted Ad Tips• Use keywords in Ads• Include specials• Call to action• Direct users to relevant pages on site
Content Network• Ads show up in search results as well as websites using Adsense• Good method to generate more Ad listings
Setting Goals• Differs from company to company• What is the goal? – Sign up? – Purchase? – Traffic?
Setting Goals• Keyword Status – Eligible status• Average Position – 11 ads shown
Setting Goals• Quality Score – Score that is given to each keyword
Further InformationGoogle has many comprehensive guides and videos at your disposal.