In order to generate targeted leads, many small businesses are testing pay-per-click (PPC) advertising. Most companies use Google AdWords to target desirable search terms with specific text advertising, and only pay for each click (rather than impression). PPC advertising can be very cost-effective when managed properly, due to the ability to target keywords, specific geo-locations, messaging and landing pages. Unfortunately, many small businesses do not have the time or resources to effectively manage PPC campaigns, which can lead to very costly mistakes. The Formic team will walk you through PPC campaign research, planning, implementation and management. You will leave this seminar with sufficient knowledge of how to optimize your existing PPC campaigns or create a new campaign from scratch.

1. Formic Media Seminar Series:PPC Fundamentals Sponsor: Presented by: Formic Media, Inc. www.formicmedia.com/seminars 503-260-6700| kent@formicmedia.com

3. Benefits of Pay-Per-Click (PPC)

4. Google AdWords

5. How it Works

6. Reach More Customers

7. Costs & Budgets

8. Geo-Targeting

9. Measurement

10. Account Structure

11. Keyword Selection

12. Ad Text

13. Elements

14. Ad Targeting

15. Creating Successful Ads

16. Research & Management Tools

19. Targeted traffic

20. Immediate results

21. (Nearly) Real-time tracking

22. Levels the playing field

24. People Search Google  Your Ad Appears

26. Contextual

27. Site Targeting

29. Set a Daily Budget

30. Set Your Maximum Cost-Per-Click (CPC)

31. Only Charged for Clicks

33. City, Region, Country

34. Show Address in Ad Text

36. Near Real-Time Metrics

38. Contains Ad Groups

39. Set unique budgets

40. Set targeting options

41. Ad Groups

43. Broad = Increases reach & visibility

44. Specific = Drives conversions & sales

46. “slr cameras”

47. Research

48. “nikonslr cameras”, “canon slr cameras”

49. Purchase

51. Broad: digital camera, security camera

52. Phrase: “buy a digital camera”, “digital camera review”

53. Exact: “digital camera”

54. Include all keyword variations (i.e. singular, plural)

55. “camera”, “cameras”, “digital camera”, “digital cameras”

56. Negative keywords

57. -securityCreate Initial List Group Similar Words Refine & Add Negatives

59. Description: Describe key benefits; Call to action

60. Display URL: Displays website URL

62. Google Network

63. Google Search: Google.com only

64. Search Partners: Google products (Groups, Product Search) & search partners (i.e. AOL, Ask.com)

65. Display Network: Gmail, NYTimes, About.com, etc.

67. Include prices & promotions

68. Use strong calls to action

69. Include main keywords in headline/description

70. Choose relevant landing pages

72. WordTracker

73. Keyword Discovery

75. AdWords Reports

77. All management will take place within AdCenter

78. Transition Date: Now – Holidays

79. AdCenter begins to power Yahoo PPC ads in fall 2010

80. Deadline: January 2011

82. PPC Hero

84. Yahoo: Fine Tune Your Account

86. Formic Services Formic Media’s pay-per-click (PPC) advertising services offer small and local businesses the ability to generate visibility within the “paid” search engine listings, utilizing PPC fundamentals and much more. Formic Media’s PPC process has been refined over 12 years and customized for small business.

87. Formic Clients

89. Gain valuable insights/feedbackHave you ever wondered why your site doesn’t perform like you think it should? Have you racked your brain and spent countless hours trying to understand how to increase your search engine rankings to drive more visits and sales? Curious as to why your social media efforts aren’t generating customers? As part of Formic Media’s free seminar series, the team will be hosting a free website clinic on September 8th to provide insight into all of these questions. The Formic team will take volunteers from the audience, and review their sites in real-time (or you can request a site review upon registration) to uncover valuable insights on how to increase your website traffic, sales/leads or increase social media engagement. Join us at Formic’s offices (300 NE Failing St., Portland, OR, 97212) for this must attend event. Visit our website for more details, and sign up now as space is limited. http://www.formicmedia.com/seminars.php

90. Questions? Contact: John McPhee www.formicmedia.com 503-517-9059 x122| johnm@formicmedia.com