2. jcut.com
Instantly involved in the medium and getting instant feedback. Speed of execution. What keywords
would someone type to find my business? Triggers to have the ad show. Not everything in the sink it’s
relevance and quality. Google’s algorithm. What ‘environment’, that’s the ecosystem I want to be in?
Huge indicator of whether you should be there or not. The platform has matured and pricing have gone
up. MP3 is more expensive than the artists name. Broad words are less expensive, Niche terms are
more expensive. People tend to compartmentalized. Make continuum real to yourself how these

3. terms interact with each other. If people aren’t ready to buy you can’t s pend much. You get a more
qualified audience, not as many clicks but the ones you get are quality. Each keyword assists
Reports: conversations and then search funnels. Series of time. Where is the best starting point.
Google: keyword tool
Keyword research is basis of everything. Understand what customers problem, google.com customer
face platform, I really need to buy, learn do something. Expand out tools, horizontal view. The word you
typed and the sphere of search. Fundamental of success, then go on KEYWORD tool and find more ways
DO NOT TYPE INTO $180 per click, pay for impressions. Must understand your objectives. What are the
economics of your situation? Telemarketing. Lifetime value, same day slaenhowmch can you afford to
pay per vsitor. Cost for ipresion. Ie you been looking for soutions and nobody is giving answers. I have a
solution, knowing customer and keyword they search. Google wonderwheel? What are alternatives?
Allows you to type a search and then click a mindmap (word cloud) how there is relationships among
word. Google.Com not the home screen, but search something, left side search images, dsucssions
blog, click more tools and get expanded menu. Related search.
Sales, leads or awareness
Matter of personal ecomomcs, is it a million dollar sale then $100 per click not a big deal. Confused
buyer is not a buyer. Write an ad to reflect the keyword they searched, overwhelming. Guided thinking
make sure keywod is reflected in headline and the first three or four things have “class action lawsuit”
ha
Facebook has PPC
750 million people
150 million people on LinkedIn
200,000 Twitter
Google analytics and ad words, per visitor what did that cost me?
Divide traffic by total revenue
Cost of visitor and value of visitor
Beginning in advertising in AD words, what does Google give you to play with
1. Ad words editor: download, bulk upload and make lots of changes, little button are any of my
keywords off the page, if so get them in there
2. You can really see where traffic is cominon : “segments ‘ drop it down and where do these
inquires come from an ipod or computer. Segment this all. Are there certain times of day that I
get more sales than other? For beginning “top verses side” yellow box and a couple ads in
yellow and then side ad, you’ll see if getting more conversations from side or top. “Dimension”
tab within ad words interphase, getting more orders from Dallas or Madhatten, so turn off your
national campaign and make it local. Automation, campaign intelligence.
3. Imbalance. , what is causing 80% of traffic, what is moving the needle. Magnify that. The facts
are the facts.
4. Retargeting, you are allowed to set a cookie on someone’s computer, retargeting on gmail,
blogosphere, they are going to virtually follow them. Awareness, not just audience but

4. interested party. Hey don’t forget the conferencing! Audiences and re-targeting. PPC for
company is brilliant. Stop following me in the end. There are grey areas here on big brother
aspect, that progression needs to happen no matter what. Guided thoughts on land page.
Force them to make a decision. Efficiency of retargeting