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?
4.
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!’
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
Join us
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