Mnrem google pay per click ads

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A Primer on Google Pay Per Click Ads

Ann Treacy broadband.mnrem.com

http://www.broadband.mnrem.com/


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


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


SERP: Search Engine Results Page

Paid Results

Organic Results


SERP: Search Engine Results Page

Paid Results / Shopping

Organic Results


Google Ad Network

Paid Results


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


Keyword Tools tinyurl.com/7pj83c8

http://tinyurl.com/7pj83c8


Adword Keyword Tool: Results


More Results


Keywordspy www.keywordspy.com

http://www.keywordspy.com/


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!


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


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


Landing Pages


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)


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

Analytics


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


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

(use coupon)

• Know the structure


QUESTIONS?

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

broadband.mnrem.com

http://www.broadband.mnrem.com/

Mnrem google pay per click ads

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