This document provides an overview of Google AdWords and Pay Per Click (PPC) advertising, highlighting key concepts such as cost per click (CPC), quality score, and ad ranking. It details the benefits of using AdWords, including targeted advertising, flexibility, and the importance of monitoring and refining campaigns for success. Additionally, the document offers practical tips for creating effective ads and managing PPC campaigns.

1. T: 617.266.9166www.bostonlogic.com Intro To Google AdwordsPay Per Click (PPC) Online AdvertisingPresented by: Boston Logic Ashley Osgood, Marketing Associate Angela Davis, Marketing Associate

2. Classroom OverviewT: 617.266.9166www.bostonlogic.com

3. WHAT IS PPC?T: 617.266.9166www.bostonlogic.com

4. What is Google PPC Advertising?Google Adwords places Ads to right of & above search resultsAlso in Google Partner Sites with AdsenseAds triggered by the user query: “keyword advertising”QueryAdwords AdsAdwords AdsT: 617.266.9166www.bostonlogic.com

5. How Search Keyword Advertising WorksWhen user types in query (or keyword), shows in BOLDTargeted advertising

6. Better advertising ROI

7. Also appears on Google Partner sites

8. Improved user experience

9. Users find what they are interested inT: 617.266.9166www.bostonlogic.com

10. Adwords BenefitsReachAccess to worldwide internet usersCostLow costs for high ROIPay Google when users click on your adsTimingAds are seen by users looking to purchaseReach youraudience at the righttime, with the right messageFlexibilityStart advertising quicklyUnlimited changes, whenever you wantYou can target ads to the specific location & language of your customersT: 617.266.9166www.bostonlogic.com

11. Using Google Adwords:Basic DefinitionsT: 617.266.9166www.bostonlogic.com

12. Cost Per Click: CPCClick:The action a user takes to select your ad and be taken to your website.

13. Google charges you when a user clicks on your adYour CustomerSearchDestination Website Your PPC Text AdUser Clicks

14. Impressions & Click-through Rate (CTR) Impression:The appearance of your ad on Google or one of their partner sites Clicks ImpressionsCTR reflects how your ads are performing. More relevant ads = more frequent clicks = high CTR= CTR, Expressed as %T: 617.266.9166www.bostonlogic.com

15. How Ads are Ranked: Quality ScoreQuality Score is calculated every time your keyword matches a search query. High Quality Score = ads will be inhigher position at lower CPCMeasures relevancyT: 617.266.9166www.bostonlogic.com

16. Other Important TermsBudget – The total amount you are willing to pay per day on your campaigns Max CPC – Most you are willing to pay per click Keywords: Broad Match – ads could appear in broad versions of search “Phrase Match” – Ads show when users type phrase [Exact Match] – Ads show for exact phrase exclusively Conversion: When a user completes a desired action on your site. i.e., completes the “Contact Us” form.T: 617.266.9166www.bostonlogic.com

17. Understanding Ads and Adwords InterfaceT: 617.266.9166www.bostonlogic.com

18. Understanding Ad Campaign StructureT: 617.266.9166www.bostonlogic.com

19. Understanding Ad Campaign StructureT: 617.266.9166www.bostonlogic.com

20. Navigating The SystemT: 617.266.9166www.bostonlogic.com

21. Choosing Your PPC KeywordsKeyword Tool URL: https://adwords.google.com/select/KeywordToolExternalType keyword hereKeyword Suggestions

22. Writing A Text PPC Ad25 Character Limit35 Character limit35 Character LimitT: 617.266.9166www.bostonlogic.com

23. Monitoring Keyword Performance

24. How To Succeed With AdwordsT: 617.266.9166www.bostonlogic.com