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Property Solutions Teaches Adwords/Paid Search @ BYU
Paid Per Click Advertising
Presented by: Ryan Mower
and Tyler Spencer
Presentation Outline

1
2
3
4
5

Introduction to Networks & Remarketing
Introduction to AdWords
Keyword Planner Workshop
Advanced AdWords Settings
The Future of PPC
Networks
• Search Network
– Google
•
•
•
•

Search Partners
AOL.com
Ask.com
CNN.com

SERP = Search Engine Results Page
Networks
• Display Network

Publishers

Advertisers
Display Network
Remarketing
• Re-Engage people who are interested in your
product or service.
AdWords
• Google’s main advertising product & main
source of revenue.
• Google’s advertising revenues in 2012 were
$42.5 Billion. Total revenue for 2012 $50.2
Billion.
AdWords Account Structure
Example Account Setup
Account

Best Shoe
Company
Campaigns

Red
Shoes

Blue
Shoes

Green
Shoes

Gray
Shoes

Ad Groups

Kwds

Ads

Kwrds

Ads

Kwrds

Ads

Kwrds

Ads
Ads
Headline – 25 Characters
Line 1 – 35 Characters
Line 2 – 35 Characters
Display URL – 35 Characters
Destination URL
Keywords
• Keyword Match Types
– Broad match allows your ad to show for searches on similar
phrases and relevant variations.
– “Phrase” match allows your ad to show only for searches that
include the exact phrase, or close variations of that exact
phrase, with additional words before or after.
– [Exact] match allows your ad to show only for searches that use
that exact phrase, or close variations of that exact phrase, and
no other words.

• Negative Keywords
– Ensures that your ad doesn’t show for any search that includes that
term.
Keyword Planner
Keyword Tool has changed to the Keyword Planner
Advanced AdWords Settings
• Ad Extensions
– Location Extensions
– Call Extensions
– Offer Extensions
– Sitelinks Extensions
– Social Extensions
Advanced AdWords Settings
•
•
•
•
•

Product Listing Ads
Ad Delivery/Rotation
Ad Scheduling
Location Bidding
Devices - Mobile
Future of PPC
NEW Paid & Organic Report in Google AdWords – August 22, 2013

New Ad Extensions & Customizations
October 10, 2012
Tanner W408
3:00pm

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Property Solutions Teaches Adwords/Paid Search @ BYU