2. Tours
ā¢ Facebook
ā Create a Basic Ad
ā Targeting
ā¢ Google
ā Set up a campaign
3. Keyword Ideas
ā¢ Competitors
ā¢ Your Brand Name
ā¢ Product
ā¢ Problem
ā¢ Product Attributes
ā¢ Category
ā¢ Local + Product
ā¢ Local + Problem
ā¢ Pleasure
ā¢ Product ID#
ā¢ Conversion Likely
ā¢ Information
4. Match Types
Broad: Red Shoes
Matches to: Red Pants, Black Wing tips, Ski Boots
Broad Modified: Red +Shoe
Matches to: Red Shoes, Purple Shoe, Brown Shoes Box
Broad Modified: +Red +Shoe
Matches to: Reds Shoes, Red Shoe Box, Best Shoe for Red dress
Phrase: āRed Shoeā
Matches to: Buy Red Shoe, Red Shoe Sale, Find Red Shoe
Exact: [Red Shoe]
Matches to: Red Shoe
5. Ad Group
ā¢ Matches ad copy with keyword queries
ā¢ Your keywords should relate to your ad copy
ā So group accordingly
ā¢ Good and bad matching
ā Emergency Plumber
ā Wedding Bow Ties
ā Buy Pink Roses
ā Bike Light
6. Ad Copy
ā¢ Important Elements
ā Call to Action
ā Searchers Keywords
ā¢ Turn Bold in the Ad Copy
ā Value Proposition
ā¢ Why should they click your ad?
ā Display URL with Keywords
ā¢ Turn Bold & More visibility
ā Use Customerās Language
ā Extreme words
ā¢ To Start ā Look at competitors
ā What can you learn from their ads? DONāT STEAL!
7. Display Advertising
ā¢ Unique Campaigns from Search
ā¢ Keywords ā Keywords on the site
ā¢ Topics ā What the site is about
ā¢ Interests ā The userās interests
ā¢ Remarketing ā Previously visited your site
ā¢ Lets Build an Ad