Online Workshop presented by IRUN Business Intelligence on Google Adwords, Pay Per Click Marketing

2. Google Pay Per Click Increase the traffic to your website and make your investment work for you…

7. Testimonial example… Brilliant! By implementing the ideas and suggestions from the IRUN Pay Per Click workshop we have reduced our costs by 45% and now have much more targeted traffic to our website . Combined with the understanding of how we can use Google Analytics to monitor our websites performance I feel much more in control of our website and online marketing activity . It was also reassuring to know that a lot of the ideas I wanted to implement on the 'The Nice Cream Company' website were sensible and should help increase our rankings within Google . I now feel that when I sit down with our web designer he won't be blinding me with science and I will have an understanding of what I need and what is achievable. Thanks again!" Nicola & Fay, The Nice Cream Company www.nicecreamcompany.com

9. Ultimately it’s about… ..contact from well qualified prospects ready to do business

10. Internet presence…or not! Estimated 50% of businesses are ‘invisible ’ Estimated 30% of businesses are ‘embarrassed’ Estimated 10% of businesses with an ‘online brochure’ Estimated 10% of businesses with a ‘business development tool’

11. Intelligent business… Attract Visitors in your Target Market Convert Visitors into Paying Clients Up-sell, Cross Sell Build and Retain Solicit for Referrals Number of Leads Generated Number of Leads Converted Monetary Value of 1 st Transaction Average Gross Profit Margin Number of Transactions per Year Number of Referrals Per Year / client Number of Years as a Client An Effective Website and Communications Strategy for Prospects An Effective Website That ‘Sells’ to the Target Market Professional Ongoing Communications Reminders and Reasons to Return to the Website Feedback Service Improvement Referrals Search Engine Marketing An Effective Website Website and communications strategy Search Engine Marketing An Effective Communications Strategy

12. Appraisal of current position No web presence Out of date website Online listing ‘ Static’ brochure site Professional copy Interactive website Organic optimisation Paid for Traffic Integrated solution Optimised solution

14. ‘ Cost’ vs ‘Investment’ No web presence Out of date website Online listing ‘ Static’ brochure site Professional copy Interactive website Organic optimisation Paid for Traffic Optimised solution Integrated solution BUSINESS COST BUSINESS INVESTMENT

17. ‘ Organic’ optimisation ‘ PPC’ 30% 70%

22. Keyword selection

24. Keyword Matching Options Broad Match - This is the default option . If you include general keyword or keyword phrases (such as tennis shoes ) in your keyword list, your ads may appear when users search for tennis and shoes , in any order, and possibly along with other terms. For example, your ad may appear for the queries buy tennis shoes and tennis sneakers but not tennis players . If you always use a broad match you’ll be creating a higher CPC for yourself as they are less targeted words and your Google rank will be low, its not always the best or only option Source: Google

25. Keyword Matching Options Phrase Match - If you enter your keyword in quotation marks, as in "tennis shoes", your ad will be displayed when a user searches on the phrase tennis shoes, in this order, and possibly with other terms in the query. In this case, the search can also contain other terms as long as it includes the exact phrase that you have specified. For example, your ad may be displayed for the queries buy tennis shoes and tennis shoes store but not shoes for tennis . Source: Google

26. Keyword Matching Options Exact Match - If you surround your keywords in brackets, (such as [tennis shoes]) your ads will be displayed when users search for the specific phrase tennis shoes in this order and without any other terms in the query. For example, your ad will not be displayed for the query red tennis shoes . Although you will not receive as many impressions with exact matching, you will likely enjoy a higher click-through rate , because users searching for these terms are typically looking exactly for what you offer. Source: Google

27. Keyword Matching Options Negative Keyword - You can use negative keywords to weed out irrelevant searches. To specify a negative keyword, place a negative sign (-) before the keyword. If your keyword is tennis shoes and you add the negative keyword -cheap , your ad will not be displayed when a user searches for cheap tennis shoes . You can apply this option for a keyword at both the Ad Group and campaign level. Do seriously consider using this option, it prevents a lot of unwanted traffic coming to your site Source: Google

29. Account structure

32. Creating an ad

36. Have multiple campaigns

42. Creating an ad

43. Google TM Adwords

44. Google TM Adwords

46. Your Page Rank

50. Intelligent business… Attract Visitors in your Target Market Convert Visitors into Paying Clients Up-sell, Cross Sell Build and Retain Solicit for Referrals Number of Leads Generated Number of Leads Converted Monetary Value of 1 st Transaction Average Gross Profit Margin Number of Transactions per Year Number of Referrals Per Year / client Number of Years as a Client An Effective Website and Communications Strategy for Prospects An Effective Website That ‘Sells’ to the Target Market Professional Ongoing Communications Reminders and Reasons to Return to the Website Feedback Service Improvement Referrals Search Engine Marketing An Effective Website Website and communications strategy Search Engine Marketing An Effective Communications Strategy

54. Thank you