Learn the theory of Pay-per-Click and how to effectively sell through Search Engine. In this course, you will kickstart the sales of your products on Google Adwords through a 3 hours workshop.

1. AdWords in a Nutshell
Pay-Per-Click Channel
Stephan Pire, 2015
HEC-Marketing

2. What’s Pay-per-Click
⇒This Document is available in Printable HD format on
http://catc.biz/canvas
Roughly ⅕ of
your traffic

3. Learn by yourself first
before hiring an agency
Badgers have been supplied by RazWar.com

4. Why Search Engine Ads?
● Acquire new
customers fast
● Target people with
symptoms
● Target people with
clear interest

5. Is it enough?

6. Why should I Advertise?

7. AdWords Techniques
⇒ Keyword Planning
⇒ Building Qualified Traffic
⇒ Optimizing top keywords (Peel & Stick)
SEJ AdWords techniques: http://www.searchenginejournal.com/6-effective-
adwords-optimization-techniques-beginners/112289/

8. Exploiting top Keywords
Building a User Journey from identified
keywords
Planning the theoritical Customer journey and
analysing if it woks

9. Land on a quality blog post
Use blog post with relevant Keywords to create
informational content.
This piece of material will have a great Quality
score at Google, improving your AdWords
result
Check Amy Porterfield’s source of great content:
http://www.amyporterfield.com/2013/01/blogging-for-seo-how-to-write-blog-
posts-that-rank-well/

10. Workshop Planning
1. Establish the right keywords
a. Use of Keyword Planner
b. Google & Google Trends
2. Build a path and a landing for those
keywords
a. Creating content corresponding to the keywords and
pushing your product
b. Create the first Highly targeted Campaign
3. (Optional)Create a Display Campaign with

11. Thank you (any question?)
@stephanpire