online marketing using google adwords

1. …a brief introduction
By Mark Pottorff,
Mark@DeepSci.com

2. How do you use the net?
• Do you ignore the ads?

3. How do you use the net?
• Do you ignore the ads?
• Ever clicked an ad?

4. How do you use the net?
• Do you ignore the ads?
• Ever clicked an ad?
• Was the ad related to your mindset at the
time you clicked?

5. What is Adwords?
• Reason why Google is worth billions

6. What is Adwords?
• Reason why Google is worth billions
• http://adwords.google.com

7. What is Adwords?
• Reason why Google is worth billions
• http://adwords.google.com
• Targetted Web advertising for your
business

8. What is needed to start?
• A Google Email address (free)

9. What is needed to start?
• A Google Email address (free)
• A credit card

10. What is needed to start?
• A Google Email address (free)
• A credit card
• A website where clicks are directed

11. What is needed to start?
• A Google Email address (free)
• A credit card
• A website where clicks are directed
– A site that allows online ordering

12. What is needed to start?
• A Google Email address (free)
• A credit card
• A website where clicks are directed
– A site that allows online ordering
– Or has an easy way to reach you

13. How much does it cost?
• You generally pay per click

14. How much does it cost?
• You generally pay per click
• Popular search words cost more

15. How much does it cost?
• You generally pay per click
• Popular search words cost more
• You set a daily budget
– (no way to perfectly enforce)

16. How does it work?
• Landing page is scanned

17. How does it work?
• Landing page is scanned
• Relevance of searchwords is scored for
search placement

18. How does it work?
• Landing page is scanned
• Relevance of searchwords is scored for
search placement
• Relevance to webpages with ads is used to
determine content placement

19. Example webpage with ads
(content placement)

20. Gmail webpage with ads

21. Getting Started, terminology
• Campaigns

22. Getting Started, terminology
• Campaigns
• Ad groups

23. Getting Started, terminology
• Campaigns
• Ad groups
• Text ads

24. Getting Started, terminology
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Campaigns
Ad groups
Text ads
Search words

25. Getting Started, terminology
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Campaigns
Ad groups
Text ads
Search words
Negative search words

26. Getting Started, terminology
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Campaigns
Ad groups
Text ads
Search words
Negative search words
Ad impressions

27. Campaign Overview

28. Campaign Settings

29. Ad Groups

30. Ads

31. Text Ad Specs
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Heading, 25 chars
Display Line 1 – 35 chars
Display Line 2 – 35 chars
Display URL – 35 chars (USE IT!)
Actual URL – not displayed, as long as
needed

32. Search Words

33. Negative Searchwords

34. Tips
• Don’t be afraid to try it
• Click around, try various features/tools
• Create landing page on website for each ad
group
• Create multiple ad versions
– Monitor which gets more clicks

35. Tips
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Think like your customer
Think like Google
Think of others that are NOT customers
Do some searches yourself
– Check out competition
– Examine content of websites that come up
• New search words

36. Tips
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Start cheap and analyze your results
Follow Google’s tips
Keep dairy of changes, note results
Make ads with call to action
Chose words carefully
Email yourself, study ads that appear

37. Summary Points
• Establish a budget
• Change website as suggested
• Don’t be afraid to try it

38. Compare ads to SEO

39. A copy of this presentation is available at:
http://DeepSci.com/RENPrez
(case sensitive!)
Q & A Time