1. Paid Mobile Search and
AdWords
Search Optimization: Section 3

2. Why use Paid Search?
Paid Search is an important advertising tool just like
commercials or billboards for any company. Using ad space
located in search engines, a company can get the word out
about their brand to potential customers surfing the web.
 Paid Search is a growing market for advertising space and is
estimated to keep growing over the next dozen years
 Paid Search is becoming a more popular way for customers
to find new brands

3. Paid Mobile Search
 Purchased keyword
searches are displayed
with a beige colored
background
 Higher chance for site
visits & are placed at the
top of a search.
 Can track which keywords
are being used
 Can be used to estimate
campaign cost

4. CommonWays of Calculating Cost and
Effectiveness
 ClickThrough
Rates (CTR)
 Pay Per Click
(PPC)
 Cost Per
ThousandViews
(CPM)
 Cost Per
Impression (CPI)
Percentage of searchers
who click on ad
Cost of each individual
click on ad
Cost of showing your ad
once to 1,000 potential
customers
Cost of showing an ad
once to one individual

5. Tips for Successful Mobile Campaigns
 Your site should be mobile friendly
 Utilize as many search engines as
possible (Bing,Yahoo, etc)
 Display ads in addition to search ads
will generate more traffic
 Relevant SEO keywords from your site
are crucial to clicks
 AdWords is a vital resource for
keyword research and campaign
management

6. CommonWays of Calculating Cost and
Effectiveness
 Remember: you’re actually
bidding on specific
keywords not purchasing;
you have competition
 Use many different search
engines to maximize reach
 Analytic reports will help
assess which campaigns are
most effective

7. Using Google Adwords
 Free tool for campaign
management and
research using your
Google account
 Measure effectiveness of
campaigns and keywords
 Maximizes visitor
potential when used in
addition to SEO
 Allows you to target
demographics by:
 Age
 Region
 Device used

8. Types of ads for AdWords
Google AdWords allows you to advertise your company or brand
with the help of Google sharing the ad across the web. AdWords
provides the user with options on where they would like to place
their ads.
 Ads can be placed above or to the right of the Google search
page.
 Image ads can be distributed across websites that Google has ad
space on.
 Ads can also be placed on popular sites that Google owns like
YouTube.

9. Setting It Up
 Each step of setting up
AdWords is described on
the Google Website
 AdWords has an effective
tutorial that goes over
basics such as:
 Purpose of AdWords
 Explanation of metrics
 Tips for proper utilization

10. Getting Lottery Certified For AdWords
 Getting Adwords Lottery certified is simple and easy
 Certification is free
 Lottery certification for AdWords is necessary as Google has a
strict policy on gambling advertisements
 “Google Adwords restricts the promotion of offline gambling, online
gambling, and gambling-related products. We have different
requirements for advertising gambling related products based on the
country that your campaign is targeting.”

11. Getting Lottery Certified For AdWords
 Visit the Adwords Certification Page
 Google will respond in 2-3 weeks
 Be sure to have:
 Gambling License Number
 RegulatoryAuthority

12. Search Optimization Complete
Hooray!
Next Section: Analytics