The document outlines two main methods for businesses to appear on Google: organic search results through search engine optimization (SEO) and pay-per-click (PPC) advertising. SEO involves optimizing websites for relevant keywords to achieve high search rankings, while PPC allows businesses to bid for ad placements in search results. Both methods have distinct advantages and require different strategies and investments.

1. Google Advertising
This presentation will go through Google adverts and what Tick Square
offers to businesses

2. 2 Ways To Appear On Google
• The are two different ways that businesses can appear on Google;
1. Organic Search Results – Which requires Search Engine Optimisation (SEO)
2. Pay Per Click adverts (PPC)
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3. Google Organic Search (SEO)
What is SEO and how do businesses go about it
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4. Google Organic Search
• Organic search results are listings on search engine results pages
that appear because of their relevance to the search terms, as
opposed to their being advertisements
The results in the red box
are the organic search
results
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5. What Is A Keyword?
• Keywords are the terms that people put into Google to find a
product, service or information. We have listed a few keywords that
a driving school might use ;
• Keyword 1 – ‘Driving lessons in Manchester’
• Keyword 2 – ‘Driving instructors in Manchester’
• Keyword 3 – ‘Learn how to drive’
• The keywords are selected depending on the most likely search
terms people use when searching for a particular product/service.
• Using Google tools, Tick Square can find the best keywords for any
business or industry
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6. How To Get To The First Page of An Organic
Search?
• This is what is called Search Engine Optimisation or what is better
known as SEO.
• This requires technical work in relation to the website so that
Google ranks it high enough for the first page.
• Although, SEO does not cost money, it is time intensive and requires
technical knowledge. Businesses usually pay people hundreds of
pounds a month to do SEO for their websites.
• Reaching the first page can take anywhere from 4 months to a year.
• Every site Tick Square builds is optimised for Google using
Keywords that best fit their products/services.
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7. Google Pay Per Click
What is Google Pay Per Click and how it can help small businesses
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8. Google Pay Per Click
• Pay per click marketing, or PPC, allow businesses and individuals to
buy listings in their search results.
• These listings appear along with the natural, non-paid search
results. These ads are sold in an auction. You bid what you want to
pay for a click on the ad.
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9. Google PPC Campaign
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Google adverts
appear at the top
of Google or on
the right hand side.
The yellow ‘Ad’
symbol let’s users
know that these
results are adverts.

10. How Much Does It Cost?
• Google adverts can vary in costs depending on several factors such
as, demographics, overall budget, keywords and other factors.
• To have effective adverts you need to have the following:
• Keywords suited best for business, but generally we avoid the ones with high
competition as they cost to much
• A catchy heading
• A good short description
• A call to action
• When the customer clicks on the link it will take them to your website or page
of your choice. This has to be good enough for them to take action
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11. Example of A Google Ad
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Catchy Heading
Website & contact
details
Description with a
call to action

12. Summary
• There are two methods of advertising on Google
1. Organic search (this is where SEO is required)
2. Pay Per Click (PPC) which is paid adverts
www.ticksquare.co.uk | 0161 327 2765
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