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A Primer on Google Pay Per Click Ads

Ann Treacy broadband.mnrem.com

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Agenda for Today• What is an ad?• Choosing keywords• Writing ads• Landing Pages• Create a budget• Define goals

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General Premise• You buy ads to show up when someone does a

specific search• Ad placement is based on bids and algorithms • You only pay when someone clicks on your ad• You will get a ton of data related to the ads• You can spend as much time and money are

you want

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SERP: Search Engine Results Page

Paid Results

Organic Results

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SERP: Search Engine Results Page

Paid Results / Shopping

Organic Results

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Google Ad Network

Paid Results

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Choosing Keyword1. What terms would

buyers use to find a business like yours?

2. Does location matter?3. Are there terms you

can eliminate?4. Google will offer

suggestions

1. Doc Martens, Dr Martens, Doctor Martens, Doc Martins, Combat Boots

2. Grand Rapids3. NOT Michigan, NOT

medicine

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Keyword Tools tinyurl.com/7pj83c8

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Adword Keyword Tool: Results

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More Results

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Keywordspy www.keywordspy.com

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Writing Ads: 25 + 35 +35 + URL• Use keywords• Include call to action• Check out the

competition• Be specific– Prices– Details– Location

• Highlight your best sales proposition(s)

• Filter bad clicks• Add a timeliness!

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Test the Ads• Run several ads at once• Tweak as you go• Remember to check clicks and conversion!• Remember to update timely ads

©2011 Minnesota Renewable Energy Marketplace. All Rights Reserved.

Landing Page• Do not send people to the homepage• Create a page specifically based on ads– Get to the point– Push to the Call to Action– The page need not be accessible via homepage

• At least send people to a product page

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Landing Pages

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Budget• Bid per Click– Use the estimated

traffic/cost tool– Don’t aim for top billing,

but getting on the first page is nice

– Some ads will work no matter what placement

• Total Budget– Choose the budget that

suits you– You will get notices to

increase the budget; sometimes a better answer is lower CPC (cost per click)

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Define Goals• Track traffic to specific pages• Track conversions• Balance Google Adword report with Google

Analytics

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So much more• You can choose time or ads to run ads• You can choose geographic areas• You can add features (such as one-click calling)

to your ads• You can reach out to people who have clicked

on previous ads

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Get Started• Set up an account• Create your first ad• Activate your account

(use coupon)

• Know the structure

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QUESTIONS?

If you have an interest in further training in your area, please let us know.

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