Running a business without doing any marketing is like winking at a pretty girl in the dark; you know what you are doing, but no one else does. June’s 40 minute talk is a fast paced, whistle stop tour starting with the birth of the Internet, whizzing through browser development, the job of search engines, the launch of Google, its growth in the UK, its fans & detractors, an overview of its product range and finishes with a step by step guide of how to use Google AdWords & Analytics, showing how businesses of all sizes & sectors can harness the power of the world’s biggest brand and tap into this targeted, measurable & cost-effective advertising programme. June Cory runs My Mustard one of just eighty eight Google AdWords Certified Partners in the UK maximising the opportunities that Pay Per Click advertising offers. She works with marketing managers, media agencies and business owners to help them drive targeted cost-effective measurable traffic to their websites and achieving a better return on their advertising spend through coaching, training & management. With a wealth of knowledge and proven track record spanning twenty years in media management & training, June is passionate about her work; a creative thinker, an engaging speaker, an enthusiastic networker and a valuable strategic partner. June is a Director of the St Albans Chamber of Commerce, a founder member of The West Herts Business Club and has spoken about Google and its importance at various forums including the FSB, the Hong Kong Executive Club and the University of Hertfordshire.

19. “ organize all the world’s information and make it universally accessible”

45. What Google likes & dislikes

46. Keyword rich, regularly updated content that delights the user & delivers what is searched for.

51. But in 2010 what Google loves more than anything else………is……

52. Social media

54. Social Media

55. What did Google love? Keyword rich, regularly updated content that delights the user & delivers what is searched for.

64. Your customers see your ad when they search Your ad reaches users at the moment they demonstrate interest

67. IMMEDIATE TARGETED MEASURABLE ACCESSIBLE

69. Keywords Be highly specific Ask your Nan Plurals Misspellings

78. CTR Examples CTR is how Google measures relevance 20 clicks 1000 impressions = 0.02 = 2% Example Advertiser A: 6 clicks 100 impressions = 0.06 = 6% Example Advertiser B:

81. IMMEDIATE TARGETED MEASURABLE ACCESSIBLE But is it COST EFFECTIVE?

82. Last year we spent £250,000 of our clients’ hard earned cash ….. … and turned it into £5,000,000 of new business