Quick overview of what Google Ads are and how they work

1. Google AdWords
Weekly Regional Meeting – 4/3/18

2. What are Search Ads?
Link to Video:
https://youtu.be/cOTMWqwUXPU

3. What is AdWords Summary
Person / Question
Keyword
Message (Ads)
Website / Call
Geo
Types
Time
Link to Video: https://youtu.be/TVQ1XBHxMtk

4. What is Pay-Per Click (PPC) Marketing?
PPC = Advertiser only charged when user clicks
on an ad

8. The Difference Between
Search Ads and Display Ads

9. (Demographics, interests,
website content, predefined)

12. Why Display is Important
• Use display to break into tight or difficult markets
• Use display creatively for differentiation
• Launch new products that people are not yet searching for

13. Example Story of How to Use
Google Advertising

22. How Remarketing Works
• Show ads to users who visit your website
• Show ads to user as they browse various websites and mobile apps
• Show ads to users on their Facebook and Gmail
• Can upload email addresses to find users online

23. Key Metrics
Actionable Metrics
• Average Cost Per Click (“CPC”)
(Cost to Advertiser / # of Clicks)
• Conversion Rate
(Conversions / Total Clicks)
• Cost Per Acquisition (“CPA”)
(Total Cost / Conversions)
Vanity Metrics
• Total Clicks
• Impressions
• Click Through Rate (“CTR”)
(Clicks / Impressions)

27. Other PPC Challenges
• Users are not converting
• How to quantify / attribute as Google is such a large umbrella
• Stats are not guaranteed

29. Pay-Per-Click (PPC) Stats
64.6% of people click
on Google ads when
they are looking to buy
an item online.
(WordStream, 2016)