This document provides an overview of Google AdWords and how to set up an effective AdWords campaign. It explains that AdWords allows targeted advertising that can drive traffic and sales in a cost-effective manner. It then outlines how to choose relevant keywords, organize them into ad groups, write effective ad text, set up an AdWords account, and select appropriate bids and budgets to maximize returns. Key performance metrics and terminology are also defined in a glossary.

1. GOOGLE AD WORDS
INSTANT TRAFFIC IN 15 MINUTES

2. • What is Google Ad Words™?

3. Learn why Google Ad Words is right for your
business and how to get started quickly and
easily
Does anyone already have a business web
site?
 Who has an Ad Words account?

5.  Efficient
 Cost-effective
 Targeted
Ad
Business Groups
 And what for?
Keyword
s
• traffic Ad Campaigns Country Ads
• profit
• sales and/or leads ROI CPC
CTR
 testing
 conversion of visitors
to buyers/leads

6. Choosing the right keywords
 Brainstorming
 Google’s Keyword Tool
(with a really useful ‘twist’)
Grouping the keywords
 Divide into groups that can
each be represented by one ad

7. AdWords Account
Ad Campaign 1 Additional Campaigns...
Ad Group 1 Ad Group 2 Ad Group 3
Ad 1 Ad 2 Ad 1 Ad 2 Ad 1 Ad 2

8. Purpose
 to attract highly targeted clicks
(not to sell anything)
Composition
 keyword in headline
 benefit
 feature
 Capitalize First Letter Of Each Word

9. • Format – specified by Google
Headline (keyword) 25 characters
Line 1 (benefit) 35 characters
Line 2 (feature) 35 characters
Display URL 35 characters
www.your-
product.com
Destination URL 1024
www.tracking-url.com characters

10.  www.google.com
click on “Advertising Programs”
click on “For Advertisers: Google Ad
Words”
click on “Sign Up Now” link
click on “Standard Edition”
 Let’s ‘Just Do It!’

11. • Glossary slides
• www.small-business-on-the-net.com/ug4
• Special UG4 “Delegate-only” Offers

12.  Up to 50% Discount (and more)!
 “How To Succeed With Google Ad Words”
eBook guide
 No Limit
 Ad Words “Health Check”
 10 Places only
 Ad Words Coaching
 10 Places only

13.  Copywriting
 The writing skill that is part-art, part-science, of writing in such a way that
the desired response has the best chance of being achieved.
 CPC
 Cost-Per-Click – the amount of money payable to a P-P-C search engine each
time an ad relating to a particular keyword is clicked by a searcher and
referred to your web site.
 CR
 Conversion Rate – the number of customers generated as a percentage of
the visitors to a web site.
 CTR
 Click-Through-Rate – the number of times an ad is clicked on as a
percentage of the number of times it is displayed.

14.  Dynamic keyword insertion
 The facility, unique to Ad Words, that allows numerous
keywords in a list to appear in your ad dynamically, triggered by
the search term used.
 Impression
 In relation to Ad Words, the number of impressions is the
number of times an ad is displayed on Google or the Google
Network.
 Keyword(s)
 The search term(s) used at a search engine and the word/phrase
that is ‘purchased’ for a pay-per-click ad .


15.  Landing page
 The web page that the visitor will arrive at when they click on
your ad
 Maximum CPC
 The ‘Maximum Cost-Per-Click’ (Max CPC) you are prepared to
pay for your keywords to trigger the display of your ad This
helps to determine what position your ad appears in on the
search engine results page. This figure is normally identified at
Ad Group level, but can be applied to individual keywords within
an Ad Group by exception.

16.  Metrics
 The key performance indicators in relation to the accurate
assessment of your web business e.g. CR, unique visitors, entry
pages, exit pages, average time spent on site.
 P-P-C or PPC
 The abbreviation used for a ‘Pay-Per-Click’ search engine i.e.
one which sells keywords for advertisers to bid on to determine
the position in which the ad is displayed in their search results
listing.
 Relevancy + Quality Score
 The terms Google use to indicate whether or not keywords,
ads, and landing pages are providing their searchers with what
they’re looking for i.e. the higher the relevancy, the more
relevant these components have proved to be. Very closely
linked to the term ‘targeted’.

17.  ROI
 Return-On-Investment – the profit from sales made as a percentage of the
cost of making those sales.
 SEO
 Search Engine Optimization – the process of balancing many aspects of web
page construction to appeal to visitors and at the same time satisfy the
criteria that search engines are measuring to allocate high ranking positions
in their SERPs.
 SERPs
 Search Engine Results Pages – the results listings of a search for a particular
search term at a search engine.
 SM
 Search Marketing – increasingly used in recognition of the fact that SEO on its
own is only part of the web site promotion toolset.

18.  Split-testing
 In marketing, advertising and direct mail, the principle of testing
two of anything (e.g. classified ads, sales letters etc.) to
determine which achieves the better response, is called ‘A/B
testing’ or ‘split-testing’.
 URL
 Uniform Resource Locator – the Internet address of a web
site/page.
 USP
 Unique Selling Proposition – the aspect of your product or
service that differentiates your business from your competitors.

19. THANK U
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