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TARGET ADVERTISING
Only Pay When It Works.
GOOGLE ADWORDS
• Pay Per Click Advertising	

• vsTraditional Pay PerViewer
WHY ADWORDS ?
• Target people who are ACTIVELY looking for your products	

• Only pay when someone RESPONDS to your advertisement	

• You pick the search phrases	

• Measurable = Manageable.
HOW ADWORDS WORKS ?
• Auction System	

• PriceYou Pay =	

• maximum bid x quality score
Relevance Landing Page ClickThru Rate
SETTING UP AN ADWORDS ACCOUNT
• www.Google.com/Adwords	

!
• searchmarketing.yahoo.com
ADWORDS MANAGEMENT
• Landing Page Quality	

• If you rank well naturally (SEO), you’ll have a good LPQS	

• Relevance	

• Split testing adverts will increase CTR	

• ClickThru Rate	

• All things being equal ↑CTR = ↓CPC
WHAT WOULD GOOGLE DO ?
• What’s Google’s Objective?	

• To serve the most relevant ads possible, to ensure the user has the best experience.	

• How DoesThis Situation RelateToThat?	

• Are you helping them achieve their goal ?	

• If you were Google, what would you do ?	

• Would they penalise this; or would they applaud + reward this?

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How Does Google AdWords Work?

  • 2. GOOGLE ADWORDS • Pay Per Click Advertising • vsTraditional Pay PerViewer
  • 3. WHY ADWORDS ? • Target people who are ACTIVELY looking for your products • Only pay when someone RESPONDS to your advertisement • You pick the search phrases • Measurable = Manageable.
  • 4. HOW ADWORDS WORKS ? • Auction System • PriceYou Pay = • maximum bid x quality score Relevance Landing Page ClickThru Rate
  • 5. SETTING UP AN ADWORDS ACCOUNT • www.Google.com/Adwords ! • searchmarketing.yahoo.com
  • 6. ADWORDS MANAGEMENT • Landing Page Quality • If you rank well naturally (SEO), you’ll have a good LPQS • Relevance • Split testing adverts will increase CTR • ClickThru Rate • All things being equal ↑CTR = ↓CPC
  • 7. WHAT WOULD GOOGLE DO ? • What’s Google’s Objective? • To serve the most relevant ads possible, to ensure the user has the best experience. • How DoesThis Situation RelateToThat? • Are you helping them achieve their goal ? • If you were Google, what would you do ? • Would they penalise this; or would they applaud + reward this?