AdWords™ Seminar
   For Success
      AdWords 201




                    1
Housekeeping


• Your Materials
• The Schedule
• The AdWords Credit
• I Have Questions!!!
• Cell phones to Vibrate, Please...
Assumptions


• You are familiar with the AdWords
  advertising platform, and/or you took
  yesterday’s class

• You know ...
Geographic
 Targeting


             4
Narrowing Your Focus




Source: Advertising Age’s Search Marketing Fact Pack
                                            ...
Narrowing Your Focus




Source: Advertising Age’s Search Marketing Fact Pack
                                            ...
Why This Is Important




                        6
Why This Is Important




                        6
Why This Is Important


Ability to figure out where people are and
     target ads there makes AdWords a
                p...
Google Domain




                7
Google Domain




                7
Google Domain




                7
Google Domain




                7
Google Domain




                7
Google Preferences




                     8
Search Terms




               9
Internet Protocol (IP) Address
  Unique identifier for computers on Internet




                                         ...
Roadblocks


• The searcher's ISP prevents Google from
  identifying an IP address.

• The IP address doesn't match the lo...
What Campaign Is Best?


• Determine where your customers are.

• Where are your products and services sold?

• You may be...
How You Can Use It

• Test marketing
  messages in small areas
  before rollout

• Test marketing
  messages for specific
...
Campaign Organization Options


• Geotargeted campaign, omitting location
  identifiers in keywords

• Non-geotargeted cam...
Common Geographic Identifiers
• State (Tennessee,
  Tenn. , TN)
• Counties
• Cities
• ZIP Codes
• Neighborhoods
  & Local ...
Tips

• Use location in title/ad
  text when geotargeting

• Consider geography for
  marketing messages

• Consider time ...
Windy Acres German Shepherds

They sell:
  •   Puppies, marketed
      locally
  •   Dog training DVDs

They could benefit...
Creating a Geotargeted Campaign




                                  18
19
19
19
19
19
19
19
19
19
19
19
Ad Preview Tool




                  20
Ad Preview Tool




                  20
Ad Preview Tool




                  20
Demographic
  Bidding


              21
Overview


• Choose Audience by Age and Gender
• Available for Content Network Only
• Use Demographic Bidding Report
• Adj...
23
23
24
24
24
Placement-Targeted
    Campaigns


                     25
Placement-Targeted Campaigns




• Choose individual sites in content network
• Choose by category, topic, URL or demograp...
27
28
29
30
31
32
33
33
33
34
35
36
36
37
38
39
Networks Tab




               40
Networks Tab




               40
Site and Category
     Exclusion


                    41
42
42
42
42
42
42
43
43
43
43
43
IP Exclusion


               44
45
Position
Preference


             46
47
48
48
49
Ad Scheduling


                50
51
52
52
52
52
52
53
Keyword List
Optimization


               54
55
Wordtracker




              56
KeywordDiscovery.com




                       57
KeywordSpy.com




                 58
SpyFu.com




            59
Search-Based Keyword Tool




                            60
Search-Based Keyword Tool




                            60
Insights for Search




                      61
Keyword List Generator




                         62
Dynamic Keyword Insertion




                            63
Dynamic Keyword Insertion




                            63
Dynamic Keyword Insertion




                            63
Formatting Guidelines
{keyword:default text}


• Braces { }: Braces & enclosed text are body of   tag.
 Replaced by keywor...
Capitalization
• keyword = wii fit

• Keyword = Wii fit (first letter of first word)

• KeyWord = Wii Fit (first letter of...
Example



Ad Text Would Read:

{KeyWord:Cheap Video Games}
Huge selection for Wii & PS3.
{Keyword:All games} in stock. Fr...
Keyword: [Quantum of Solace]


Ad Would Say:


Quantum Of Solace
Huge selection for Wii & PS3.
All games in stock. Free sh...
Keyword: [James Bond 007: Quantum of Solace]


  Ad Would Say:
  Cheap Video Games
  Huge selection for Wii & PS3.
  All g...
How to Self-
 Diagnose


               69
Diagnosing a Tanking Keyword

   1. Check Keyword Analysis




                               70
Diagnosing a Tanking Keyword

   1. Check Keyword Analysis




                               70
2. Look For Account Changes




                              71
2. Look For Account Changes




                              71
2. Look For Account Changes




                              71
3. Look For Website Changes




                              72
Why Can’t I See My Ad?

• Daily budget too low   • The max CPC higher
                           than daily budget
• Keywo...
Disapproved Ads Tool
Find out if your ads have been disapproved.




                                              74
Disapproved Ads Tool
Find out if your ads have been disapproved.




                                              74
Ads Diagnostic Tool




                      75
Ads Diagnostic Tool




                      75
76
76
76
AdWords Editor


                 77
Why I Like AdWords Editor


• Free
• Platform Agnostic: Mac or PC
• Work Offline (Fast)
• Ability to Make Bulk Changes
• S...
79
Get Recent Changes




                     80
Manage Campaigns




                   81
Manage Ad Groups




                   82
Manage Ads




             83
Manage Ads




             83
Manage Ads




             83
Manage Ads




             83
Manage Keywords




                  84
Manage Negative Keywords




                           85
Manage Placements




                    86
Advanced Search




                  87
Collaboration

• Edit Account in AdWords Editor. (Don't Post)
• Export changes using File > Export for Sharing.
  (Draft c...
This Economy
    Sucks.


               89
Advertising in a Down Economy


• Focus ads on low prices and savings
• Use value-related keywords
• Make sure ad groups a...
Holidays and Your CPC




                        91
Understanding
     ROI
ROI = Profit/AdWords Spend


                            92
What’s a Keyword Worth?

#1: Calculate Profit Before Advertising Costs


 •   Determine profit per sale from knowledge of
...
Example:

• $1,000
    Profit Per Sale

•   x 1,000 Sales

• = $1,000,000
    Gross Profit
    (before advertising costs)
...
How Do I Know What to Bid?


#2: Calculate Value - Per Click

  •   Value Per Click = Profit, Before Advertising
      Cos...
Example:

• $100 gross profit
• Divided by 5 clicks
• Equals $20 per click

 So don’t bid more than $20 per click!




   ...
How Do I Know What to Bid?


• #3: As You Work With Max CPC Bids:

   •   If profit increases, increase bid.

   •   If pr...
No Conversion Data
                                                   Average
 Keyword      Impressions   Clicks   CTR    ...
With Conversion Data

              Conversions Conversion Conversion Conversion
                                      Cos...
Bid Simulator




                100
Bid Simulator




                100
101
Other Bidding
   Options


                102
Automatic Bidding
• Formerly known as Budget Optimizer™
• No individual bids for ad groups,
  keywords, or placements

• A...
104
Another Pricing
  Model: CPM


                  105
Cost per thousand impressions

            Available for
     placement-targeted campaigns

Set the maximum bid for 1,000 ...
How Does Google Compare?


• Effective CPM (eCPM) for keyword-targeted ads
• Considers CPC, CTR, and other relevance facto...
Conversion
 Optimizer


             108
109
Who Should Use It?


• 15+ conversions in last 30 days

• Tracking CPA
• Steady conversion rate




                      ...
How Does it Work?


• Conversion predictions

• Generates unique CPC
  bids based on predicted
  conversion rate

• Works ...
How Are Conversions Predicted?


• Search query

• Searcher’s location

• Type of site on
  content network




          ...
Caveats

• Must have 15 conversions in last 30 days
• No seasonality
• Does not support:
  • Placement targeting
  • Setti...
How To Increase Conversions

• Increase budget

• Raise CPC bids

• Advertise on Content Network

• Add more keywords

• C...
Keeping Your Conversion Rate
 • “Safe” Changes:

    • Edit CPA bid

    • Create Ad Groups

    • Add/delete keywords

 •...
116
116
Website
    Optimizer
Website Optimizer Seminar for Success:
     google.com/awseminars




                              ...
Website Optimizer

• Free tool to understand and improve
  website

• Allows simultaneous testing of Web
  page sections

...
Features Overview

• No Limit on Incoming Traffic
• Works With All Analytics Solutions
• Tests All Traffic, Not Just AdWor...
Before




         120
After




        121
What Should You Test?


• Titles

• Images

• Layout                     Or:

• Selling Proposition

• Conversion Incentiv...
Testing Tips


• Test Small Number of Variations

• Test Big Changes

• Consider Early Indicators If Not
  Enough Conversi...
Two Types of Experiments
A/B

   • Simpler Setup

   • Better for Low-Traffic Sites

   • Allows Testing of Page Layout/De...
125
125
125
125
125
125
125
125
125
125
125
Study Other
Landing Pages


                126
127
128
129
130
131
132
Managing
Accounts


           133
MCC Dashboard




                134
Template Center




                  135
136
136
AdWords API
Allows two systems to talk with
         each another




                                  137
What’s a Web Service?
   A standardized way of integrating Web-based
 applications. Web services allow organizations to
co...
139
What’s It For?

Automation:
  • Generation & Retrieval of Custom Reports

  • Bid Management Processes

  • Complex Invent...
Who Is It For?


• Developers

• Advertisers with
  thousands or millions
  of products

• MCC account holders




       ...
How It’s Billed

• Quota-Based

• Each Operation Consumes API Units

• Some Operations Consume One Unit;
  Others Consume ...
Television Ads


                 143
How Do Television Ads Work?



•   Partnership with Dish
    Network
•   No bundling or contracts
•   Good for smaller
   ...
How Do Television Ads Work?

• Ad variations: 15, 30, 45, 60, 90 & 120 seconds
• Recommended minimum pricing $150/day
• Ad...
146
146
146
146
146
146
146
146
146
Ad Creation Marketplace




                          147
Search Engine Optimization




                             148
Search Engine Optimization

•   Original, Keyword-Rich Content

•   Website Coding/ Semantic Structure

•   Backlinks

•  ...
Link Bait




            150
Link Bait




            150
No Nos




         151
No Nos




         151
No Nos




         151
No Nos




         151
Examples




           152
Examples




           152
Examples




           152
Examples




           152
Examples




           152
Examples




           152
Examples




           152
Examples




           152
Examples




           152
Examples




           152
Examples




           152
Examples




           152
Examples




           152
Examples




           152
Examples




           152
YouTube




          153
To-Dos &
Resources


            154
To-Dos


• Build your keyword list using third party tools
• Download AdWords Editor
• Sign up for My Client Center
• Eval...
Resources


• AdWords Help Center:
  http://adwords.google.com/support/
• Google Insights for Search:
  http://www.google....
Thank You!
 Stasia Holdren
 PPC-Boot-Camp.com
 stasia@ppc-boot-camp.com




                            157
Q&A
      158
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Google AdWords Seminar Handout

  1. 1. AdWords™ Seminar For Success AdWords 201 1
  2. 2. Housekeeping • Your Materials • The Schedule • The AdWords Credit • I Have Questions!!! • Cell phones to Vibrate, Please 2
  3. 3. Assumptions • You are familiar with the AdWords advertising platform, and/or you took yesterday’s class • You know how to create an AdWords campaign • You know the basics of creating a keyword list and ad creative 3
  4. 4. Geographic Targeting 4
  5. 5. Narrowing Your Focus Source: Advertising Age’s Search Marketing Fact Pack 5
  6. 6. Narrowing Your Focus Source: Advertising Age’s Search Marketing Fact Pack 5
  7. 7. Why This Is Important 6
  8. 8. Why This Is Important 6
  9. 9. Why This Is Important Ability to figure out where people are and target ads there makes AdWords a powerful tool. You do not have to cast the widest net to communicate with potential customers. 6
  10. 10. Google Domain 7
  11. 11. Google Domain 7
  12. 12. Google Domain 7
  13. 13. Google Domain 7
  14. 14. Google Domain 7
  15. 15. Google Preferences 8
  16. 16. Search Terms 9
  17. 17. Internet Protocol (IP) Address Unique identifier for computers on Internet 10
  18. 18. Roadblocks • The searcher's ISP prevents Google from identifying an IP address. • The IP address doesn't match the location of the searcher. • If Google does not recognize a city or town, you won't be able to target an ad there. 11
  19. 19. What Campaign Is Best? • Determine where your customers are. • Where are your products and services sold? • You may benefit from local, national and international campaigns. 12
  20. 20. How You Can Use It • Test marketing messages in small areas before rollout • Test marketing messages for specific areas • Advertise where you are certified to do business/ sell products 13
  21. 21. Campaign Organization Options • Geotargeted campaign, omitting location identifiers in keywords • Non-geotargeted campaign, using location-specific keywords • Combination: higher bids for geotargeted campaigns 14
  22. 22. Common Geographic Identifiers • State (Tennessee, Tenn. , TN) • Counties • Cities • ZIP Codes • Neighborhoods & Local Lingo • Area Codes • Airport Codes 15
  23. 23. Tips • Use location in title/ad text when geotargeting • Consider geography for marketing messages • Consider time zones • Track CTR, conversions, etc. at geographic level 16
  24. 24. Windy Acres German Shepherds They sell: • Puppies, marketed locally • Dog training DVDs They could benefit from: • Local campaign for pups • National campaign for training DVDs 17
  25. 25. Creating a Geotargeted Campaign 18
  26. 26. 19
  27. 27. 19
  28. 28. 19
  29. 29. 19
  30. 30. 19
  31. 31. 19
  32. 32. 19
  33. 33. 19
  34. 34. 19
  35. 35. 19
  36. 36. 19
  37. 37. Ad Preview Tool 20
  38. 38. Ad Preview Tool 20
  39. 39. Ad Preview Tool 20
  40. 40. Demographic Bidding 21
  41. 41. Overview • Choose Audience by Age and Gender • Available for Content Network Only • Use Demographic Bidding Report • Adjust Bids and Preferences Accordingly 22
  42. 42. 23
  43. 43. 23
  44. 44. 24
  45. 45. 24
  46. 46. 24
  47. 47. Placement-Targeted Campaigns 25
  48. 48. Placement-Targeted Campaigns • Choose individual sites in content network • Choose by category, topic, URL or demographics 26
  49. 49. 27
  50. 50. 28
  51. 51. 29
  52. 52. 30
  53. 53. 31
  54. 54. 32
  55. 55. 33
  56. 56. 33
  57. 57. 33
  58. 58. 34
  59. 59. 35
  60. 60. 36
  61. 61. 36
  62. 62. 37
  63. 63. 38
  64. 64. 39
  65. 65. Networks Tab 40
  66. 66. Networks Tab 40
  67. 67. Site and Category Exclusion 41
  68. 68. 42
  69. 69. 42
  70. 70. 42
  71. 71. 42
  72. 72. 42
  73. 73. 42
  74. 74. 43
  75. 75. 43
  76. 76. 43
  77. 77. 43
  78. 78. 43
  79. 79. IP Exclusion 44
  80. 80. 45
  81. 81. Position Preference 46
  82. 82. 47
  83. 83. 48
  84. 84. 48
  85. 85. 49
  86. 86. Ad Scheduling 50
  87. 87. 51
  88. 88. 52
  89. 89. 52
  90. 90. 52
  91. 91. 52
  92. 92. 52
  93. 93. 53
  94. 94. Keyword List Optimization 54
  95. 95. 55
  96. 96. Wordtracker 56
  97. 97. KeywordDiscovery.com 57
  98. 98. KeywordSpy.com 58
  99. 99. SpyFu.com 59
  100. 100. Search-Based Keyword Tool 60
  101. 101. Search-Based Keyword Tool 60
  102. 102. Insights for Search 61
  103. 103. Keyword List Generator 62
  104. 104. Dynamic Keyword Insertion 63
  105. 105. Dynamic Keyword Insertion 63
  106. 106. Dynamic Keyword Insertion 63
  107. 107. Formatting Guidelines {keyword:default text} • Braces { }: Braces & enclosed text are body of tag. Replaced by keyword that triggers ad. • Colon (:): Use one colon, no spacing. • Default Text: Text after colon appears if system cannot insert appropriate trigger keyword. This is wrong> 64
  108. 108. Capitalization • keyword = wii fit • Keyword = Wii fit (first letter of first word) • KeyWord = Wii Fit (first letter of each word) • KEYword = WII fit (all letters of first word) • KeyWORD = Wii FIT (first letter of first word, all of others) • KEYWORD = WII FIT (all letters of all words) 65
  109. 109. Example Ad Text Would Read: {KeyWord:Cheap Video Games} Huge selection for Wii & PS3. {Keyword:All games} in stock. Free shipping! Your-Site.com 66
  110. 110. Keyword: [Quantum of Solace] Ad Would Say: Quantum Of Solace Huge selection for Wii & PS3. All games in stock. Free shipping! Your-Site.com 67
  111. 111. Keyword: [James Bond 007: Quantum of Solace] Ad Would Say: Cheap Video Games Huge selection for Wii & PS3. All games in stock. Free shipping! Your-Site.com 68
  112. 112. How to Self- Diagnose 69
  113. 113. Diagnosing a Tanking Keyword 1. Check Keyword Analysis 70
  114. 114. Diagnosing a Tanking Keyword 1. Check Keyword Analysis 70
  115. 115. 2. Look For Account Changes 71
  116. 116. 2. Look For Account Changes 71
  117. 117. 2. Look For Account Changes 71
  118. 118. 3. Look For Website Changes 72
  119. 119. Why Can’t I See My Ad? • Daily budget too low • The max CPC higher than daily budget • Keyword deleted or inactive • Missing ad text or keywords • Ad is disapproved • Ad is on Content Network • IP unknown or outside target area • Campaign has ended • Ad not on first page • Campaign/Ad Group paused or deleted • Browser page not • Missing credit card refreshing information 73
  120. 120. Disapproved Ads Tool Find out if your ads have been disapproved. 74
  121. 121. Disapproved Ads Tool Find out if your ads have been disapproved. 74
  122. 122. Ads Diagnostic Tool 75
  123. 123. Ads Diagnostic Tool 75
  124. 124. 76
  125. 125. 76
  126. 126. 76
  127. 127. AdWords Editor 77
  128. 128. Why I Like AdWords Editor • Free • Platform Agnostic: Mac or PC • Work Offline (Fast) • Ability to Make Bulk Changes • Save Account Backups • Collaboration 78
  129. 129. 79
  130. 130. Get Recent Changes 80
  131. 131. Manage Campaigns 81
  132. 132. Manage Ad Groups 82
  133. 133. Manage Ads 83
  134. 134. Manage Ads 83
  135. 135. Manage Ads 83
  136. 136. Manage Ads 83
  137. 137. Manage Keywords 84
  138. 138. Manage Negative Keywords 85
  139. 139. Manage Placements 86
  140. 140. Advanced Search 87
  141. 141. Collaboration • Edit Account in AdWords Editor. (Don't Post) • Export changes using File > Export for Sharing. (Draft campaigns aren't included ; change to 'Active' to include) • Email AdWords Editor Share (AES) file to collaborator. • Collaborator imports AES file into AdWords Editor and reviews . • Collaborator can post changes, export and share with others or return file to you. 88
  142. 142. This Economy Sucks. 89
  143. 143. Advertising in a Down Economy • Focus ads on low prices and savings • Use value-related keywords • Make sure ad groups are targeted and relevant • Don't waste money on irrelevant clicks • Make it easy for customers to buy • Focus money on high-performers 90
  144. 144. Holidays and Your CPC 91
  145. 145. Understanding ROI ROI = Profit/AdWords Spend 92
  146. 146. What’s a Keyword Worth? #1: Calculate Profit Before Advertising Costs • Determine profit per sale from knowledge of your business. • Find number of AdWords sales from Google Analytics and Conversion Tracking. • Take profit per sale, multiply by number of sales to calculate gross profit before advertising costs. 93
  147. 147. Example: • $1,000 Profit Per Sale • x 1,000 Sales • = $1,000,000 Gross Profit (before advertising costs) 94
  148. 148. How Do I Know What to Bid? #2: Calculate Value - Per Click • Value Per Click = Profit, Before Advertising Costs, Divided by Number of Clicks. • Ensure Max CPC Bid < Value Per Click! 95
  149. 149. Example: • $100 gross profit • Divided by 5 clicks • Equals $20 per click So don’t bid more than $20 per click! 96
  150. 150. How Do I Know What to Bid? • #3: As You Work With Max CPC Bids: • If profit increases, increase bid. • If profit decreases, decrease bid. • Trial and error until maximum profitability. 97
  151. 151. No Conversion Data Average Keyword Impressions Clicks CTR Cost CPC buy eggs 10,000 250 2.5% $250 $1 buy organic 10,000 500 5% $250 $0.50 eggs 98
  152. 152. With Conversion Data Conversions Conversion Conversion Conversion Cost Per Profit Per Keyword ROI Rate buy eggs 10 4% $25 $50 200% buy organic 50 10% $5 $5 100% eggs 99
  153. 153. Bid Simulator 100
  154. 154. Bid Simulator 100
  155. 155. 101
  156. 156. Other Bidding Options 102
  157. 157. Automatic Bidding • Formerly known as Budget Optimizer™ • No individual bids for ad groups, keywords, or placements • Automatically adjusts keyword CPC to help campaign get the most clicks possible within budget over 30 days • Goal is to receive most traffic possible within budget, not achieve specific ad position or conversion rate 103
  158. 158. 104
  159. 159. Another Pricing Model: CPM 105
  160. 160. Cost per thousand impressions Available for placement-targeted campaigns Set the maximum bid for 1,000 ad impressions. An impression is counted when a Web page serves an ad, clicked on or not. 106
  161. 161. How Does Google Compare? • Effective CPM (eCPM) for keyword-targeted ads • Considers CPC, CTR, and other relevance factors across 1,000 impressions • Result = eCPM • eCPMs compared to each other and max CPM of competing placement-targeted ads • Highest ranking ad wins 107
  162. 162. Conversion Optimizer 108
  163. 163. 109
  164. 164. Who Should Use It? • 15+ conversions in last 30 days • Tracking CPA • Steady conversion rate 110
  165. 165. How Does it Work? • Conversion predictions • Generates unique CPC bids based on predicted conversion rate • Works toward a CPA goal 111
  166. 166. How Are Conversions Predicted? • Search query • Searcher’s location • Type of site on content network 112
  167. 167. Caveats • Must have 15 conversions in last 30 days • No seasonality • Does not support: • Placement targeting • Setting separate content bids • Position Preference • Advanced Ad Scheduling 113
  168. 168. How To Increase Conversions • Increase budget • Raise CPC bids • Advertise on Content Network • Add more keywords • Combine similar campaigns • Track more frequent events 114
  169. 169. Keeping Your Conversion Rate • “Safe” Changes: • Edit CPA bid • Create Ad Groups • Add/delete keywords • “Risky” Changes: • Move conversion tracking code  • Change site structure or layout • Large ad text changes • Move Ad Groups to new campaign 115
  170. 170. 116
  171. 171. 116
  172. 172. Website Optimizer Website Optimizer Seminar for Success: google.com/awseminars 117
  173. 173. Website Optimizer • Free tool to understand and improve website • Allows simultaneous testing of Web page sections • No direct effect; you must manage the testing and changes • Optimizing landing page for conversions should improve ROI 118
  174. 174. Features Overview • No Limit on Incoming Traffic • Works With All Analytics Solutions • Tests All Traffic, Not Just AdWords • Up to 10,000 Combinations Per Test • Run “Follow-Up” Experiments Between Winner and Original • Tests Can Have Non-Page-Based Conversion Events 119
  175. 175. Before 120
  176. 176. After 121
  177. 177. What Should You Test? • Titles • Images • Layout Or: • Selling Proposition • Conversion Incentives 122
  178. 178. Testing Tips • Test Small Number of Variations • Test Big Changes • Consider Early Indicators If Not Enough Conversions • Don’t Jump to Conclusions 123
  179. 179. Two Types of Experiments A/B • Simpler Setup • Better for Low-Traffic Sites • Allows Testing of Page Layout/Design Multivariate • More Flexible Setup Process • Test Combinations of Page Elements 124
  180. 180. 125
  181. 181. 125
  182. 182. 125
  183. 183. 125
  184. 184. 125
  185. 185. 125
  186. 186. 125
  187. 187. 125
  188. 188. 125
  189. 189. 125
  190. 190. 125
  191. 191. Study Other Landing Pages 126
  192. 192. 127
  193. 193. 128
  194. 194. 129
  195. 195. 130
  196. 196. 131
  197. 197. 132
  198. 198. Managing Accounts 133
  199. 199. MCC Dashboard 134
  200. 200. Template Center 135
  201. 201. 136
  202. 202. 136
  203. 203. AdWords API Allows two systems to talk with each another 137
  204. 204. What’s a Web Service? A standardized way of integrating Web-based applications. Web services allow organizations to communicate data without intimate knowledge of IT systems behind the firewall. 138
  205. 205. 139
  206. 206. What’s It For? Automation: • Generation & Retrieval of Custom Reports • Bid Management Processes • Complex Inventory Control Processes That May Pause or Resume Campaigns • Generation & Expansion of Keyword Lists • Customization of Text Ad Creative 140
  207. 207. Who Is It For? • Developers • Advertisers with thousands or millions of products • MCC account holders 141
  208. 208. How It’s Billed • Quota-Based • Each Operation Consumes API Units • Some Operations Consume One Unit; Others Consume More • Billed .25 Cents Per Thousand API Units Consumed • Some Advertisers Eligible for Limited Free Quota Allocations 142
  209. 209. Television Ads 143
  210. 210. How Do Television Ads Work? • Partnership with Dish Network • No bundling or contracts • Good for smaller advertisers, shorter tests 144
  211. 211. How Do Television Ads Work? • Ad variations: 15, 30, 45, 60, 90 & 120 seconds • Recommended minimum pricing $150/day • Ads Diagnostic Tool ties in 145
  212. 212. 146
  213. 213. 146
  214. 214. 146
  215. 215. 146
  216. 216. 146
  217. 217. 146
  218. 218. 146
  219. 219. 146
  220. 220. 146
  221. 221. Ad Creation Marketplace 147
  222. 222. Search Engine Optimization 148
  223. 223. Search Engine Optimization • Original, Keyword-Rich Content • Website Coding/ Semantic Structure • Backlinks • Search Engine Friendly URLs • Unique Meta Descriptions • Smart Page Titles 149
  224. 224. Link Bait 150
  225. 225. Link Bait 150
  226. 226. No Nos 151
  227. 227. No Nos 151
  228. 228. No Nos 151
  229. 229. No Nos 151
  230. 230. Examples 152
  231. 231. Examples 152
  232. 232. Examples 152
  233. 233. Examples 152
  234. 234. Examples 152
  235. 235. Examples 152
  236. 236. Examples 152
  237. 237. Examples 152
  238. 238. Examples 152
  239. 239. Examples 152
  240. 240. Examples 152
  241. 241. Examples 152
  242. 242. Examples 152
  243. 243. Examples 152
  244. 244. Examples 152
  245. 245. YouTube 153
  246. 246. To-Dos & Resources 154
  247. 247. To-Dos • Build your keyword list using third party tools • Download AdWords Editor • Sign up for My Client Center • Evaluate ROI; adjust bids and campaign structure accordingly • Optimize website for search engine visibility 155
  248. 248. Resources • AdWords Help Center: http://adwords.google.com/support/ • Google Insights for Search: http://www.google.com/insights/search/# • Inside AdWords (official blog): http://adwords.blogspot.com/ • See full list on your USB 156
  249. 249. Thank You! Stasia Holdren PPC-Boot-Camp.com stasia@ppc-boot-camp.com 157
  250. 250. Q&A 158
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