Paid Search for Business 101
Wednesday, May 14, 2014
Provided by Hubert Sawyers III
#SMCD - @HubertGAM
What You’re Going to
Learn Today
•  Definition of Paid Search and PPC
•  Basic Elements of a Paid Search Campaign
•  How t...
Hubert’s Marketing
Approach
What is Paid Search?
The process of generating traffic through purchasing ads on search
engines
Definition source: Search ...
Pay-Per-Click or PPC
A model of internet marketing in which advertisers pay a fee each
time one of their ads is clicked
De...
Basic Elements of a
Paid Search Campaign
•  Keywords
•  Ad Groups
•  Text Ads
KEYWORDS
AD GROUPS
TEXT ADS
Basic Metrics of a Paid
Search Campaign
•  Click-Through Rate (CTR)
•  Quality Score
•  Cost Per Click (CPC)
•  Cost Per A...
Things to Know or Do
Before Setting Up an
AdWords Account
1.  Have a Website Built for Modern Search Engines
2.  Know Why ...
How to Set Up an
AdWords Account
How to Set Up an
AdWords Account
How to Set Up an
AdWords Account
5 Steps to Creating
Search Ads that Convert
1.  Send Your Ego on Vacation
2.  Do Your Homework; Stalk Your Intended Audien...
Hubert’s Advice on
AdWords Budgets
•  Low Budgets (< $1000/month): Use AdWords Express
•  Moderate Budgets (up to $10K/mon...
Paid Search Resources
For Low Budgets and No Interest in Learning Paid Search:
•  AdWords Express (http://www.google.com/a...
Free AdWords Account
Review Offer
Visit: http://sorsaw.com/ppc-review/
THANK YOU!
Contact Hubert:
hubert@sorsaw.com | 313.451.0808
Photo Credits
Creative Commons Images Found on Flickr
•  “Keyword” Photo: L.A. County Fair_1261 by Omar Barcena
•  “Ad Gro...
Paid Search for Business 101
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Paid Search for Business 101

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On May 14, 2014, I gave a introductory presentation on paid search for Social Media Club - Detroit. My focus was on Google AdWords and pay-per-click advertising to keep it easy on the small business owner audience.

To get a sense of what I discussed, check out the podcast I did with Social Media Club - Detroit afterwards: https://soundcloud.com/socialmediaclubdetroit/paid-search-for-business-101

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Paid Search for Business 101

  1. 1. Paid Search for Business 101 Wednesday, May 14, 2014 Provided by Hubert Sawyers III #SMCD - @HubertGAM
  2. 2. What You’re Going to Learn Today •  Definition of Paid Search and PPC •  Basic Elements of a Paid Search Campaign •  How to Set Up an AdWords Account •  Basic Principles for Effective Campaigns •  Paid Search Resources
  3. 3. Hubert’s Marketing Approach
  4. 4. What is Paid Search? The process of generating traffic through purchasing ads on search engines Definition source: Search Engine Land http://searchengineland.com/guide/what-is-paid-search
  5. 5. Pay-Per-Click or PPC A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked Definition source: Wordstream http://www.wordstream.com/ppc
  6. 6. Basic Elements of a Paid Search Campaign •  Keywords •  Ad Groups •  Text Ads
  7. 7. KEYWORDS
  8. 8. AD GROUPS
  9. 9. TEXT ADS
  10. 10. Basic Metrics of a Paid Search Campaign •  Click-Through Rate (CTR) •  Quality Score •  Cost Per Click (CPC) •  Cost Per Acquisition (CPA) •  Conversion Rate
  11. 11. Things to Know or Do Before Setting Up an AdWords Account 1.  Have a Website Built for Modern Search Engines 2.  Know Why You Want to Use AdWords (read: have a SMAC goal) 3.  Know Thy Target
  12. 12. How to Set Up an AdWords Account
  13. 13. How to Set Up an AdWords Account
  14. 14. How to Set Up an AdWords Account
  15. 15. 5 Steps to Creating Search Ads that Convert 1.  Send Your Ego on Vacation 2.  Do Your Homework; Stalk Your Intended Audience 3.  Get in Character; Prepare a Monologue 4.  Test, Test, Test 5.  Optimize and Repeat
  16. 16. Hubert’s Advice on AdWords Budgets •  Low Budgets (< $1000/month): Use AdWords Express •  Moderate Budgets (up to $10K/month): Use K.I.S.S. Method •  Big Budgets (> $10K/month): Call 313.451.0808 LOLz
  17. 17. Paid Search Resources For Low Budgets and No Interest in Learning Paid Search: •  AdWords Express (http://www.google.com/adwords/express/) For the Rest of Us: •  Google Partners (for AdWords certification) •  Wordstream •  Spyfu •  PPC Blog •  Search Engine Land
  18. 18. Free AdWords Account Review Offer Visit: http://sorsaw.com/ppc-review/
  19. 19. THANK YOU! Contact Hubert: hubert@sorsaw.com | 313.451.0808
  20. 20. Photo Credits Creative Commons Images Found on Flickr •  “Keyword” Photo: L.A. County Fair_1261 by Omar Barcena •  “Ad Groups” Photo: Matroyshka Dolls by Liz West AdWords Set-Up Images 2 and 3: Stolen from Wordstream 

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