The document discusses Google AdWords, a pay-per-click online advertising platform. It highlights that through AdWords, advertisers can create sponsored listings that appear on Google search results pages and only pay when a user clicks the ad. Advertisers have flexibility to target ads by keywords, location, language and control daily budgets. The document also provides tips for writing effective ads, setting up ad campaigns, and using analytics to optimize campaigns.

1. Search engine advertising Joost van der Kooij Google Adwords

3. Sponsored listing on search engine result pages $0.05 - $1,- per click (and higher…) $5,- setup costs Flexibility of Advert presentation by: - Keyword(s) combinations (exact or broad match) - Country and region (and even cities…) - Language - Ability to control the budget https://adwords.google.com/ Google Adwords Centre for the Promotion of Imports from developing countries | | 1 2 3 |

6. Tips importance of keyword(s) - keyword tool - traffic estimator Geographical segmentation Landing page (booking page, services, packages,….) Google Adwords Centre for the Promotion of Imports from developing countries | 2012 | 1 2 3 |

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8. xxx xxx Centre for the Promotion of Imports from developing countries | 2012 Geo targeting

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14. Tips (continued) copywriting: attractive action oriented focus on benefits / offer mind AdWords rules (avoid best, greatest, …) include keywords in the ad Setting up campaign Campaign management - Reporting options Google Adwords Centre for the Promotion of Imports from developing countries | 2012 | 1 2 3 |

15. Centre for the Promotion of Imports from developing countries | 2012 Assignment Assignment 5: Search Engine Advertising

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22. xxx xxx Centre for the Promotion of Imports from developing countries | 2012 Landing page! Landing page!

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27. Centre for the Promotion of Imports from developing countries | 2012 Bad practice: Adwords visitor lands on homepage!

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29. Centre for the Promotion of Imports from developing countries | 2012 CONVERSION ???

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