Some basics about Google AdWords I've picked up since first using it some 6 or 7 years ago.

1. Google AdWords Primary Position SEO

2. Overview Introduction Basics TLA’s Targeting Quality Score SEO

3. A Quick Introduction AdWords SEO

4. Basics Pay per click cost is auction based Time of day and day of week is critical Nurses like Sundays Injury claimants like afternoons Fraudulent claims like Monday Mornings Length of phrase (accuracy) lowers cost For example – use locations South county Dublin Private SEO

5. Terms Conversion A lead, qualified lead or sale Landing page A page designed to present pertinent information for a specific search query Analytics Google’s online visitor tracking system SEO

6. Three letter Acronyms SEM Search engine Marketing SEO (SE Optimisation) PPC (Pay-Per-Click) PPC CTR = Click Through Rate CPC = Cost Per Click CPM = Cost per Thousand CPS = Cost per sale SEO

7. The Ad In Detail SEO

8. Basics- Text Ad Header Line 1 Line 2 Address SEO

9. Other Ad Types Image Ads Video ads (show on YouTube) TV Ads SEO

10. Ad Placement Google Search Google.ie/.com Search Partners Content Network Search pages SEO

11. Targeting Targeted keywords yield better results Draw a circle/box around “greater Dublin” Doesn’t reduce the price But does reduce the cost per conversion Other Search and Content Devices Demographical SEO

12. Conversion Tracking Code that connects an ad to a conversion SEO

13. Conversion Algorithm Assuming %’s: 50, 000 Total Opportunities 10, 000 Ad Impressions 1000 clicks(10%) (cost) 40 enquiries (4%) (cost) 1 Conversion (2.5%) (ultimate cost) Therefore: 1000 clicks = €500 (50c each) 40 Enquiries = (€12.5 each) or (€1,250 per thousand) 1 Conversion = €500 SEO

14. Calculations How much is a sale worth? How many leads = a sale? How many leads do we want? How many enquires/leads do we get per click What is our monthly budget? Are we getting it? SEO

15. Inside the AdWords System It’s not all straight forword SEO

16. Quality Score Resulting Page Speed Relevance to ad Page Content Landing Pages Page Titles CTR QS of other ads in the same group CTR of the Ads SEO

17. Campaigns Ad Groups control Budget Platforms PC / mobile Search types Which is spread amongst Groups Geographical Keywords Ads A/B differential SEO

18. Ad Groups Group related ads and keywords Specific budgets for keywords Daily Budgets Inherits Geo Target Inherits Campaign Settings SEO

19. Biggest areas to experiment with Budget Specific Keywords Negative Keywords A/B Ads Different Ad Types Content Network Locations Time of day SEO

20. Things to note Quality Score Bid Rate Tool Conversion tracking Suggestions Website Optimiser Keyword Tool Ad CTR SEO

21. thank youPrimary Position – SEO Ireland Web: http://PrimaryPosition.com Blog: http://primaryposition.blogspot.com LinkedIn: http://ie.linkedin.com/in/davidquaid Twitter: http://twitter.com/primaryposition Mail: info@primaryposition.com SEO