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
