The document discusses Google AdWords and keyword research strategies. It covers topics like the lies Google tells about keywords, how to focus keyword research on the ideal client, recommended tools for research, tips for structuring ad groups and campaigns, examples of account and ad group organization, and resources for developing emotional benefits. The document provides guidance on optimizing Google AdWords campaigns through keyword research, ad grouping, split testing, and landing page optimization.

1. Google AdWords
Robert Dempsey, CEO & Founder

2. What we’ve got
The lies Google will tell you
A (bit more than a) few words on keyword research
From keywords to ad groups
Split testing your ads
2

3. What we’ve got
Make your website fulfill your promise
Landing pages and A/B testing
Tracking everything
Tips from the trenches
3

4. 4

5. Google Lies
NOT $5 - $7
5

6. KW Research
Start in the right place
Focus on your ideal client
Capture their language
Tools are last
6

7. Tools
Survey Monkey
Rank Tracker - $$$
Market Samurai - $
7

8. Resources
Livingston 37 Emotional
Benefits
8

9. Ad Groups
9

10. Example
10

11. Structure
Account
Campaign Campaign
Ad Group Ad Group Ad Group Ad Group
Ad Ad Ad Ad
Keyword Keyword Keyword Keyword
Keyword Keyword Keyword Keyword
Keyword Keyword Keyword Keyword
11

12. Example
Dempsey Marketing
XYZ Insurance Company
Home Insurance Auto Insurance
Ad #1 Ad #2 Ad #1 Ad #2
Keyword Keyword Keyword Keyword
Keyword Keyword Keyword Keyword
Keyword Keyword Keyword Keyword
12

13. For The Rest
AND the 1-hour webinar recording, join
the Dempsey Marketing Tribe: http://JoinTri.be/31320
13