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8.IBAT-PPC-Google-Ads-Overview

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IBAT - Overview and Introduction to PPC and Google Adwords

IBAT - Overview and Introduction to PPC and Google Adwords

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    8.IBAT-PPC-Google-Ads-Overview 8.IBAT-PPC-Google-Ads-Overview Presentation Transcript

    • PPC Ads
    • Review Selection of Ads
    • Overview of Ad System Auction ViewHal Varian Introduction
      http://www.youtube.com/watch?v=K7l0a2PVhPQ
    • Google Adwords
      http://adwords.google.com/support
    • What are keyword matching options?
      Broad match: keyword Allows your ad to show on similar phrases and relevant variations  
      Phrase match: "keyword" Allows your ad to show for searches that match the exact phrase  
      Exact match: [keyword] Allows your ad to show for searches that match the exact phrase exclusively  
      Negative match: -keyword Ensures your ad doesn't show for any search that includes that term
    • Keyword Matches
    • Broad Match
    • Phrase Match
    • Exact Match
    • Negative Match
    • Keyword Insertion
    • KEYWORD INSERTION
      Buy {Keyword:Puppies}
      From an Award-Winning Breeder
      Satisfaction Guaranteed!
      www.Example.com
      destination URL: http://www.Example.com/?kw={keyword:nil}
    • How it works
    • Capitalistion - Search:golden retrievers
    • Refining Keyword Ads
    • More Granular Ad Group
    • Keyword Research Tools
      https://adwords.google.com/select/AdTargetingPreviewTool
      http://www.wordtracker.com/
      http://www.marketsamurai.com/
      http://www.seomoz.org/keyword-difficulty/
      http://www.keyworddiscovery.com/
    • Keyword Research
    • Search Operators
      For example, [ allinanchor: best museums sydney ] will return only pages in which the anchor text on links to the pages contain the words “best,” “museums,” and “sydney.”
      [ allintext: travel packing list ] will return only pages in which the words “travel,” “packing,” and “list” appear in the text of the page.
      [ allintitle: detect plagiarism ] will return only documents that contain the words “detect” and “plagiarism” in the title
      [ allinurl: googlefaq ] will return only documents that contain the words “google” and “faq” in the URL, such as “www.google.com/help/faq.html
      [ restaurants inanchor:gourmet ] will return pages in which the anchor text on links to the pages contain the word “gourmet” and the page contains the word “restaurants
      [ Hamish Reid intext:pandemonia ] will return documents that mention the word “pandemonia” in the text, and mention the names “Hamish” and “Reid” anywhere in the document (text or not).
    • Search Operators
      [ flu shot intitle:help ] will return documents that mention the word “help” in their titles, and mention the words “flu” and “shot” anywhere in the document (title or not)
      [ inurl:print site:www.googleguide.com ] searches for pages on Google Guide in which the URL contains the word “print.”
      The query link:URL shows pages that point to that URL. For example, to find pages that point to Google Guide’s home page, enter:[ link:www.googleguide.com ]
      Find links to the Google home page not on Google’s own site.[ link:www.google.com -site:google.com ]
    • To Link Adwords to Googe Analytics
    • Linking Adwords and Google Analytics
      Sign in to your AdWords account at https://adwords.google.com.
      Select the Reporting tab and choose "Google Analytics."
      Select "I already have a Google Analytics account."
      From the Existing Google Analytics Account drop-down menu, select the name of the Analytics account you'd like to link to. If you don't see it listed, you'll need to first add your AdWords username to your Analytics account as an Account Admin.
      Keep the checkboxes selected on this page, unless you're sure you'd like to disable auto-tagging. For importing cost data, read "How can I import my AdWords cost data?"
      Select Link Account
    • Conversion Tracking
    • Create a conversion action
    • Adding $value variables