Paid search (PPC) presentation from Lyndon Wright, 2buy1clicks at CIM Digital Marketing Bootcamp, Peterborough, April 2013

1. Google Adword is Dead
Long Live Google
Adwords
A peek inside a real Google Adwords account
to see the good the bad and the ugly!
Lyndon Wright - Online Marketer

2. What is Google Adwords?
How does it work? See Live Example

3. Google Flowchart - Sell

4. Google Flowchart - Lead Capture

5. How Can They Pay That Much Per
Click?
It's their business model!
Lets look at the numbers
• Adwords -> Sales = Cost
• Adwords -> Build List = Asset

6. Keyword Research
How To Select Keywords in Adwords

7. Keyword Types
• Keyword Type
o Problem - my headaches
o Generic solution - headaches pain relief
o Branded solution - Hedex
o Specific product name - hedex extra 16 tablets
• Research keyword modifiers
o best
o new
o top 10
o award winning
• Buying keyword modifiers
o low cost
o discount
o offer
o sale
o free

8. A Real Customer Case Study
• Inside an adwords account (All settings are
wrong!) See example
• Match type - Keyword Tool
Example Match Type
[playground equipment] Exact
"playground equipment" Phrase
playground equipment Broad
-playground Negative match

9. Takeaways
• Big 3 Mistakes
o Using Default settings
o Put ad on both Search and Content network
o Not measuring the conversion (or not having a
conversion)
• 3 Unfair Tricks
o Use broad match and google analytics report to do
automatic keyword research
o Copy the best ad and make it better
o The offer is king - Give the King the most attention

10. Further Tricks and Tips
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