On October 10th Property Solutions came to BYU and taught us about paid search and Google Adwords

2. Paid Per Click Advertising
Presented by: Ryan Mower
and Tyler Spencer

3. Presentation Outline
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Introduction to Networks & Remarketing
Introduction to AdWords
Keyword Planner Workshop
Advanced AdWords Settings
The Future of PPC

4. Networks
• Search Network
– Google
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Search Partners
AOL.com
Ask.com
CNN.com
SERP = Search Engine Results Page

5. Networks
• Display Network
Publishers
Advertisers

6. Display Network

7. Remarketing
• Re-Engage people who are interested in your
product or service.

8. AdWords
• Google’s main advertising product & main
source of revenue.
• Google’s advertising revenues in 2012 were
$42.5 Billion. Total revenue for 2012 $50.2
Billion.

9. AdWords Account Structure

10. Example Account Setup
Account
Best Shoe
Company
Campaigns
Red
Shoes
Blue
Shoes
Green
Shoes
Gray
Shoes
Ad Groups
Kwds
Ads
Kwrds
Ads
Kwrds
Ads
Kwrds
Ads

11. Ads
Headline – 25 Characters
Line 1 – 35 Characters
Line 2 – 35 Characters
Display URL – 35 Characters
Destination URL

12. Keywords
• Keyword Match Types
– Broad match allows your ad to show for searches on similar
phrases and relevant variations.
– “Phrase” match allows your ad to show only for searches that
include the exact phrase, or close variations of that exact
phrase, with additional words before or after.
– [Exact] match allows your ad to show only for searches that use
that exact phrase, or close variations of that exact phrase, and
no other words.
• Negative Keywords
– Ensures that your ad doesn’t show for any search that includes that
term.

13. Keyword Planner
Keyword Tool has changed to the Keyword Planner

14. Advanced AdWords Settings
• Ad Extensions
– Location Extensions
– Call Extensions
– Offer Extensions
– Sitelinks Extensions
– Social Extensions

15. Advanced AdWords Settings
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Product Listing Ads
Ad Delivery/Rotation
Ad Scheduling
Location Bidding
Devices - Mobile

16. Future of PPC
NEW Paid & Organic Report in Google AdWords – August 22, 2013
New Ad Extensions & Customizations

17. October 10, 2012
Tanner W408
3:00pm