The document provides a comprehensive guide to Google AdWords, detailing its structure, benefits, and step-by-step instructions for setting up an account and ad campaigns. It emphasizes the differences between organic search (SEO) and paid search (PPC), highlighting how PPC allows for greater control over ad visibility through bidding and targeting mechanisms. Additionally, it covers essential topics such as keyword research, creating effective ads, and optimizing campaigns for better performance.

1. AdWords forBed and BreakfastsAugust 29, 2011

2. Let’s Get AcquaintedEd Tankersley

3. Principal of Eight Trails

4. Smarter websites and online marketing

5. 20+ years advertising and marketing

6. Interactive director

7. Creative director

8. WriterLet’s Get AcquaintedEd TankersleyGoogle AdWords Qualified Individual

9. What is AdWords?AdWords is Google’s paid search advertising programPaid search is also known as pay-per-click or PPCPPC is one component of SEM

10. What is SEM?

12. Connect with potentialcustomers while they’reactively searching foryour service!

13. Natural search vs paid search(SEO vs PPC)

15. NATURAL SEARCH RESULTS

16. PAID SEARCH ADS

17. PAID SEARCH HERE, TOOPAID SEARCH ADS

18. SEO vs PPCSEO helps you with your organic search rankingsPPC is a way to pay for position on the search results pages (and other websites, too)PPC is not affected by what you do with SEOSEO is not affected by what you do with PPC

19. AdWords Nitty GrittyBenefits of AdWordsReachTargetingFlexibilityMeasurability

20. AdWords Nitty GrittyAdWords is an auctionThe higher you bid, the higher your ads appear (generally)

21. AdWords Nitty GrittyYou pay only when someone clicks on your adHence, pay-per-clickThere is no minimum budget requirementSpend as much or as little as works for you

22. AdWords Nitty GrittyYour bid price for a given position is determined by competition AND your Quality ScoreWith a good Quality Score, you could rank higher than a competitor for a lower bid price

23. AdWords Nitty GrittyYour Quality Score is determined byThe relevance of your adThe relevance of your landing pageYour clickthrough rateOther mysterious factors

24. AdWords Nitty GrittyAdWords comprises:Search NetworkGoogle searchSearch partners (AOL, Earthlink)Display NetworkHundreds of thousands of websites

25. Set Up Your First AdWords Campaign, Step by StepCreate an Account the Right Way the First TimeYour Secret Advantage – Irresistible AdsThe Lowdown on KeywordsOrganize Your Ad Groups for Success3 Defaults That Can Bite YouBonus Tips for Insiders Only

26. Create an Account the Right Way the First TimeStart at adwords.google.com

28. Create an Account the Right Way the First TimeUse an existing email tied to your Google accounts or create a new oneSet your time zone – can’t be changedSet your currency – can’t be changedConfirm your email

30. Create an Account the Right Way the First TimeUse an existing email tied to your Google accounts or create a new oneSet your time zone – can’t be changedSet your currency – can’t be changedConfirm your email

32. Create an Account the Right Way the First TimeUse an existing email tied to your Google accounts or create a new oneSet your time zone – can’t be changedSet your currency – can’t be changedConfirm your email

35. Create an Account the Right Way the First TimeThat’s it! You have an AdWords account(sort of…)

44. Create an Account the Right Way the First TimeUse the Load Settings option to choose Search Network OnlyName your campaignSet your LocationsSet your LanguagesLeave the Networks and Devices as it isLeave Bidding Options set to BasicChoose Manual BiddingSet Daily BudgetLeave Delivery Method set to StandardAd Extensions

47. Create an Account the Right Way the First TimeUse the Load Settings option to choose Search Network OnlyName your campaignSet your LocationsSet your LanguagesLeave the Networks and Devices as it isLeave Bidding Options set to BasicChoose Manual BiddingSet Daily BudgetLeave Delivery Method set to StandardAd Extensions

49. Create an Account the Right Way the First TimeUse the Load Settings option to choose Search Network OnlyName your campaignSet your LocationsSet your LanguagesLeave the Networks and Devices as it isLeave Bidding Options set to BasicChoose Manual BiddingSet Daily BudgetLeave Delivery Method set to StandardAd Extensions

51. Create an Account the Right Way the First TimeUse the Load Settings option to choose Search Network OnlyName your campaignSet your LocationsSet your LanguagesLeave the Networks and Devices as it isLeave Bidding Options set to BasicChoose Manual BiddingSet Daily BudgetLeave Delivery Method set to StandardAd Extensions

53. Create an Account the Right Way the First TimeUse the Load Settings option to choose Search Network OnlyName your campaignSet your LocationsSet your LanguagesLeave the Networks and Devices as it isLeave Bidding Options set to BasicChoose Manual BiddingSet Daily BudgetLeave Delivery Method set to StandardAd Extensions

55. Create an Account the Right Way the First TimeUse the Load Settings option to choose Search Network OnlyName your campaignSet your LocationsSet your LanguagesLeave the Networks and Devices as it isLeave Bidding Options set to BasicChoose Manual BiddingSet Daily BudgetLeave Delivery Method set to StandardAd Extensions

57. Create an Account the Right Way the First TimeUse the Load Settings option to choose Search Network OnlyName your campaignSet your LocationsSet your LanguagesLeave the Networks and Devices as it isLeave Bidding Options set to BasicChoose Manual BiddingSet Daily BudgetLeave Delivery Method set to StandardAd Extensions

59. Create an Account the Right Way the First TimeAdvanced SettingsScheduleStart dateEnd dateAd SchedulingAd Delivery: Set Ad Rotation to Rotate

60. Aug 31, 2011

61. Create an Account the Right Way the First TimeAdvanced SettingsScheduleStart dateEnd dateAd SchedulingAd Delivery: Set Ad Rotation to Rotate

64. Create an Account the Right Way the First TimeCreate an adSelect keywordsSet your maximum bidSave and continue to billing

66. Create an Account the Right Way the First TimeCreate an adSelect keywordsSet your maximum bidSave and continue to billing

68. Create an Account the Right Way the First TimeCreate an adSelect keywordsSet your maximum bidSave and continue to billing

70. Create an Account the Right Way the First TimeCreate an adSelect keywordsSet your maximum bidSave and continue to billing

71. Create an Account the Right Way the First TimeEnter your billing informationSelect automatic payments or manual paymentsPay a one-time AdWords activation fee of $5

72. Create an Account the Right Way the First TimeNOW you have an AdWords account

73. CAUTION!Unless you chose a start date in the future, your ads will now start displaying and you’ll be spending money!

74. Your Secret Advantage – Irresistible Ads

75. Your Secret Advantage – Irresistible AdsThe purpose of your ad is to get people to click on your ad!

76. Your Secret Advantage – Irresistible AdsPeople don’t need a drill… …they need a hole.Sell your benefits!

77. Your Secret Advantage – Irresistible Ads< Benefits< Features

78. Hands-On -Explore Your BenefitsCreate a list of featuresExtend those to benefitsAdd emotional promise if you can

79. Your Secret Advantage – Irresistible AdsInclude a call to action and make it specificBad: Click here.Better: Learn about our inn.Best: Book online. Buy now. Reserve your spot. Get yours today.

80. Your Secret Advantage – Irresistible AdsInclude a call to action and make it specific

81. Your Secret Advantage – Irresistible AdsPut your price in your ad

82. Your Secret Advantage – Irresistible AdsSpy on your competitors, then differentiate

84. Your Secret Advantage – Irresistible AdsWrite two ads and let them battle

85. Hands-On –What Can You Test?HeadlinesOffersFeaturesBenefitsAppeal/PromiseURLsCapitalization

86. Your Secret Advantage – Irresistible AdsUse your top keyword in your ad headline

87. The Lowdown on Keywords

88. Keyword ResearchKeyword – A word or series of words that a search engine user types into the search box

89. Keyword ResearchGenerate a seed listAsk your customersAsk your front-line employeesLook at analytics or server logs

90. Sample Seed ListBed and breakfastHotelLodgingCabinsB&BAccommodationsReviewsRatings

91. Expand Your Keyword ListGoogle Keyword Tooladwords.google.com/select/KeywordToolExternal

93. Evaluate RelevanceThe more precise the search, the closer they are to buying:HotelBoutique hotelBed and breakfastBed and breakfast FlagstaffBed and breakfast fireplace FlagstaffBed and breakfast near Pine Mountain Amphitheater

94. Evaluate RelevanceAre the people who search for a keyword likely to be buyers?Not likely: Flagstaff hotel with pool, cheap Flagstaff hotel, review Flagstaff InnsMore likely: Flagstaff b&b, hotel near Flagstaff bluegrass festival

95. The Lowdown on KeywordsChoose long tail keywords

96. Select Your KeywordsArrange keywords into closely related groupsLocationRoom amenitiesPromotionsNearby attractions

97. Hands-OnCreate a Keyword ListWrite a seed list across the topWrite similar keywords below each seed word to create groups

98. The Lowdown on KeywordsUse negative keywords to tell AdWords what searches are not relevant to your business

99. The Lowdown on KeywordsPut your most popular keywords in their own groupPut lots of keywords in your campaignAdd new keywords regularly

100. Optimize Your Ad Groups for Success

101. Organize Your Ad Groups for SuccessCreate tightly focused ad groupsOne feature or promotion per ad group, for example

102. Hands-OnWrite an AdChoose a keywordWrite a headline that includes the keyword – 25 characters maxWrite ad text70 characters total divided into two linesTry to include the keywordBenefits, price, promotionInclude a call to action