The document discusses pay per click (PPC) advertising, including: 1) An overview of setting up PPC accounts, campaigns, ad groups, and keywords. 2) The importance of keyword research and different match types for keywords. 3) Tips for optimizing ad copy, headlines, calls to action and landing pages. 4) How to link PPC accounts with Google Analytics for reporting.

1. Pay Per Click Ads

3. Review Selection of Ads

4. Online Marketing Courses - Before

5. Online Marketing Courses - Now

6. Search: Digital marketing courses

7. Health Insurance Quote - Before

8. Health Insurance Quotes - Now

9. Search: Mothers Day Flowers Dublin

10. Search: portable external hard drive

11. Search: best rate hotels dublin

12. Search: Cheap hotels Dublin

13. Search: I Love you flowers

14. New Baby Flowers

15. Search: Business Mobile Phone Plans

16. Best Deposit Rate

17. Im Sorry Flowers….

18. Mapping audience, solutions and projected ROI Source RedAnt.co.uk

20. Overview of Ad System Auction View Hal Varian Introduction http://www.youtube.com/watch?v=K7l0a2PVhPQ

24. Google Adwords http://adwords.google.com/support

25. Google Adwords Architecture

29. Create an account - https://adwords.google.com

30. Ad Campaign

31. Create Ad Groups, Ads, Keywords

32. Adword Performance Interface

33. Keyword Research

36. Keyword Matches

37. Broad Match

38. Phrase Match

39. Exact Match

40. Negative Match

41. Keyword Insertion

43. How it works Search query: poodles yorkies west highland terriers Ad: Buy Poodles From an Award-Winning Breeder Satisfaction Guaranteed! www.Example.com Buy Yorkies From an Award-Winning Breeder Satisfaction Guaranteed! www.Example.com Buy Puppies From an Award-Winning Breeder Satisfaction Guaranteed! www.Example.com Destination URL: http://www.example.com/?kw=poodles http://www.example.com/?kw=yorkies http://www.example.com/?kw=west%20highland%20terriers

44. Capitalistion - Search:golden retrievers Your ad's title How the ad title appears to users What part of the keyword is capitalized? Buy {keyword:Puppies} Buy golden retrievers No part Buy {Keyword:Puppies} Buy Golden retrievers The first letter of the first word only (sentence capitalization) Buy {KeyWord:Puppies} Buy Golden Retrievers The first letter of each word (initial capitalization) Buy {KeyWORD:Puppies} Buy Golden RETRIEVERS The first letter of the first word and the entirety of each additional word Buy {KEYWORD:Puppies} Buy Golden Retrievers The first letter of each word (initial capitalization)

45. Refining Keyword Ads Ad group name: Puppies Keywords: golden retrievers, labradors, poodles, yorkies, puppies Ad text: Buy {KeyWord:Puppies} From an Award-Winning Breeder Satisfaction Guaranteed! www.Example.com

46. More Granular Ad Group Ad group name: Poodles Yorkies Keywords: poodles, poodle puppies, toy poodles yorkies, yorkie puppies, teacup yorkies Ad text: Buy {KeyWord:Poodle Puppies} Award-Winning Poodle Breeder Satisfaction Guaranteed! www.Example.com Buy {KeyWord:Yorkie Puppies} Award-Winning Yorkie Breeder Satisfaction Guaranteed! www.Example.com

51. To Link Adwords to Googe Analytics