This document discusses paid search advertising (PaidSearch) on Google AdWords. It covers what paid search is, the types of ads available, and why businesses should use paid search. It provides tips on setting goals for ads, using ad extensions, geographic targeting, and targeting simple local keywords. The document also discusses when to hire an agency versus handling paid search yourself, how to evaluate if paid search is a good fit, how to track results, and initial actions to take to start a paid search campaign.

1. PaidSearch
WhatYou Can Do & WhenYou Should Hire Someone

2. Who’s this
guy?

3. What is paid
search?

4. Types of ads

5. Why paid
search?
Immediate
Versatile
Concise
Trackable

6. AdWords vs.
AdWords
Express
Lack of control
Targeting
Features
Budget
Tracking results

7. AdWords vs.
AdWords
Express
Don’t let that scare you though…

8. How can paid
search help my
business?
Foot traffic
Phone calls
Website visits

9. Run ads based
on your goals
Location extensions
Phone calls extensions
Sitelink extensions

10. Ad extensions

11. Ads inGoogle
maps

12. Geographic
control

13. Targeting
simple
keywords
 Example keywords
 [bakery]
 [electrician]
 [computer repair]
 Adding in local variations:
 [bakery near me]
 [local bakery]
 [local electrician]

14. Immediate
value
 Just bidding on your business name and
variations can provide value
 Halo effect on organic

15. Real-world
example:
bidding on
brand terms

16. Lower funnel
targeting
 Examples:
 “buy garnet gemstones”
 ”commercial electric work”
 “hardwood flooring contractor”
 “production welding”
 “free-standing kayak storage”

17. Driving phone
calls
 Call-only ads
 Instead of running normal search ads – you can run “Call Only” ads
which only allow a prospect to call your business (as opposed to
driving them to the website.

18. Factor in the
sales cycle

19. Is
AdWords/Paid
Search a good
fit for me?
Short answer: yes

20. IsAdWords a
good fit for my
business?
Slightly longer answer: yes for some
products, maybe not for others

21. Figuring out if
AdWords is a
fit
Avg. lifetime customer value
Keyword costs
Competition
Site performance

22. Tracking
results
Google analytics
Call tracking

23. What can I do
right now?
Start bidding on your brand terms or…

24. What can I do
right now?
Start bidding on your top competitor’s
brand terms…

25. Market
research
Keyword cost?
Website conversion rate?
New customer value?

26. AdWords is a
good fit. Now
what?
Time
 Do you have the time to run the account/learn the
intricacies of paid search?
Budget
 Do you have the budget to absorb agency fees?

27. How to choose
an agency?
 Start with Google partners
 What questions are they asking?
 Budget minimums

28. Agency
WarningSigns
Not giving you access
 You should have full ownership of this account
 If you cancel you should be able to retain ownership
Budget
 What keywords are running?
 What are we bidding for each keyword?
 Where are my ads appearing?
Long-term contracts
 Agencies will often ask for some “ramp up” time, but this shouldn’t mean a
6-month+ contract.

29. Takeaway
action items
 Track results
 Google analytics and call tracking
 Brand terms
 Or competitor terms…
 Research
 Keyword cost? Market competition?

30. Final thoughts
 AdWords can likely be a profitable channel
 Takes time and testing to ensure this
 Make sure you have the time and resources available if
you want to try it
 If you don’t have the time, but AdWords looks like it
would be a profitable channel, try an agency

31. Q&A
Thanks for listening!
zack@callrail.com