Paid Search for Business 101
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On May 14, 2014, I gave a introductory presentation on paid search for Social Media Club - Detroit. My focus was on Google AdWords and pay-per-click advertising to keep it easy on the small business owner audience. To get a sense of what I discussed, check out the podcast I did with Social Media Club - Detroit afterwards: https://soundcloud.com/socialmediaclubdetroit/paid-search-for-business-101
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Paid Search for Business 101
- 1. Paid Search for Business 101 Wednesday, May 14, 2014 Provided by Hubert Sawyers III #SMCD - @HubertGAM
- 2. What You’re Going to Learn Today • Definition of Paid Search and PPC • Basic Elements of a Paid Search Campaign • How to Set Up an AdWords Account • Basic Principles for Effective Campaigns • Paid Search Resources
- 4. What is Paid Search? The process of generating traffic through purchasing ads on search engines Definition source: Search Engine Land http://searchengineland.com/guide/what-is-paid-search
- 5. Pay-Per-Click or PPC A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked Definition source: Wordstream http://www.wordstream.com/ppc
- 6. Basic Elements of a Paid Search Campaign • Keywords • Ad Groups • Text Ads
- 7. KEYWORDS
- 8. AD GROUPS
- 9. TEXT ADS
- 10. Basic Metrics of a Paid Search Campaign • Click-Through Rate (CTR) • Quality Score • Cost Per Click (CPC) • Cost Per Acquisition (CPA) • Conversion Rate
- 11. Things to Know or Do Before Setting Up an AdWords Account 1. Have a Website Built for Modern Search Engines 2. Know Why You Want to Use AdWords (read: have a SMAC goal) 3. Know Thy Target
- 12. How to Set Up an AdWords Account
- 13. How to Set Up an AdWords Account
- 14. How to Set Up an AdWords Account
- 15. 5 Steps to Creating Search Ads that Convert 1. Send Your Ego on Vacation 2. Do Your Homework; Stalk Your Intended Audience 3. Get in Character; Prepare a Monologue 4. Test, Test, Test 5. Optimize and Repeat
- 16. Hubert’s Advice on AdWords Budgets • Low Budgets (< $1000/month): Use AdWords Express • Moderate Budgets (up to $10K/month): Use K.I.S.S. Method • Big Budgets (> $10K/month): Call 313.451.0808 LOLz
- 18. Paid Search Resources For Low Budgets and No Interest in Learning Paid Search: • AdWords Express (http://www.google.com/adwords/express/) For the Rest of Us: • Google Partners (for AdWords certification) • Wordstream • Spyfu • PPC Blog • Search Engine Land
- 19. Free AdWords Account Review Offer Visit: http://sorsaw.com/ppc-review/
- 20. THANK YOU! Contact Hubert: hubert@sorsaw.com | 313.451.0808
- 21. Photo Credits Creative Commons Images Found on Flickr • “Keyword” Photo: L.A. County Fair_1261 by Omar Barcena • “Ad Groups” Photo: Matroyshka Dolls by Liz West AdWords Set-Up Images 2 and 3: Stolen from Wordstream