Selecting a Client and (if time) Some AdWords Stuff   Jim Jansen College of Information Sciences and Technology  The Penns...
Selecting a Business <ul><li>Really important! Can make the difference between winning and not (not winning is a lot like ...
Selecting a Business (the details) <ul><li>Try to work with businesses relevant to the types of search queries that Google...
What Does a Business Want To Know From a SEM firm? <ul><li>How well do you understand my business (i.e., vertical)? </li><...
Setting Up Your Team’s AdWords Account <ul><li>See ‘Guide to Setting Up Your AdWords Account’ on ANGEL, Lesson 3 </li></ul...
Once Your AdWords Account Is Set-up, do: …. <ul><li>Team leaders: get your team members brainstorming business leads and/o...
Thank you! (reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology  The Pennsylvania St...
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lesson_03 Setting up Adwords Accounts, Adwords, and Selecting Businesses

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lesson_03 Setting up Adwords Accounts, Adwords, and Selecting Businesses

  1. 1. Selecting a Client and (if time) Some AdWords Stuff Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]
  2. 2. Selecting a Business <ul><li>Really important! Can make the difference between winning and not (not winning is a lot like losing). </li></ul><ul><li>The business must agree to the ‘Letter to Businesses’ (Student Guide, p 21) </li></ul><ul><li>Ideally, the business will take an active role in the campaign. </li></ul><ul><li>Think of yourselves as a SEM consulting firm; the business as the client. Aim for same level of professionalism (or higher). </li></ul>
  3. 3. Selecting a Business (the details) <ul><li>Try to work with businesses relevant to the types of search queries that Google users conduct (i.e., retail). </li></ul><ul><li>See tips on businesses to avoid (Student Guide p. 8) </li></ul><ul><li>The better the firm’s Website, the better your chances of a good campaign! </li></ul><ul><li>Try to get access to Google Analytics (http://www.google.com/analytics/). </li></ul>
  4. 4. What Does a Business Want To Know From a SEM firm? <ul><li>How well do you understand my business (i.e., vertical)? </li></ul><ul><li>How are you going to get customers to my Website (i.e., keywords)? </li></ul><ul><li>How much is this going to cost me? (i.e., bid management)? </li></ul><ul><li>How are you going to tell me how my ad campaign is doing (i.e., data analysis and reporting)? </li></ul>
  5. 5. Setting Up Your Team’s AdWords Account <ul><li>See ‘Guide to Setting Up Your AdWords Account’ on ANGEL, Lesson 3 </li></ul><ul><li>Follow the steps outlined in Guide to open an AdWords account (see pages 1 – 15) </li></ul><ul><ul><li>NOTE: Only one account for the entire team. All members must be able to log into this account, using: </li></ul></ul><ul><ul><ul><li>(a) unique ids or </li></ul></ul></ul><ul><ul><ul><li>(b) one id for the entire team </li></ul></ul></ul><ul><li>Once you have account set-up, note your unique Customer ID (CID) </li></ul><ul><li>Email to me in ANGEL: </li></ul><ul><ul><li>Team leader name (first and last) </li></ul></ul><ul><ul><li>Team leader’s email (one that you check) </li></ul></ul><ul><ul><li>Team’s AdWords account CID </li></ul></ul><ul><ul><li>A logon and password for me to your account </li></ul></ul>
  6. 6. Once Your AdWords Account Is Set-up, do: …. <ul><li>Team leaders: get your team members brainstorming business leads and/or checking out businesses (check out the Student Guide and Textbook notes on business selection) </li></ul><ul><li>Deadline for having a business (soft) Monday, 9 February. Sooner you have the a business, the better! </li></ul><ul><li>Don’t forget your daily logs </li></ul>
  7. 7. Thank you! (reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]
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