WHY PAY PER CLICK ADVERTISING

is so EFFECTIVE

Google’s Dominance

97%

3%

Google: % of Total Revenue (Fiscal Q309)

Advertising

Licensing & Other Revenue

Why SEM is Important

Targeted & Motivated Customers

I Want to Buy Running Shoes!!! Your Ad

Where do I Want my AD to Show?

What Should my Max CPC

be?

Here’s the #1 Spot! Come and Get It…

Google’s Brilliance

No, It’s Mine!

I Want the #1 Spot!

Keywords with High Cost Per Click

Good Business

Good Website

$$PPC$$

Traffic Sales

Ad Copy Strategies

Landing Page:

• Organized & Functional Website

- Top Selling/Most Popular Products on Top of Page

• Nice Product Page / Nice Pictures• Good Description of Service• Customer Reviews• 800 Number• Competitive Prices

Mens Running Shoes

Ad Copy Strategies

Ad Copy Strategies

Nike Running Shoes vs. Running Shoes

More Clicks, Higher Conversions Less Clicks, Lower Conversions

Keyword Relevance:

Ad Copy Strategies

Keywords & Ads Continuity:

Mens Running Shoes

Higher CTR & Lower Cost/Conversion

To Summarize

Focused Landing

Page

Matching Keyword Matching Ad

Ad Copy Strategies

Writing Effective Ads:

• Include Search Term in Headline• Capitalize Strategically (Camel Case)• Call to Action & Emphasize Benefits• Focused Ad Relevant to Landing Page

Ad Copy Strategies

Vs.

Ad 1 Ad 2

• Choose Ad with Highest CTR & Lowest Cost/Conversion

•Then Re-Test

Testing Ads

Importance of Tracking

Importance of Tracking

The Best & Most Profitable Campaign

Importance of Tracking

To Summarize

Adwords Reports

Keywords - Broad vs. Phrase vs. Exact

Broad Phrase Exact

Running Shoes “Running Shoes” [Running Shoes]

Keyword – Exact Match

Keyword - [Mens Running Shoes] Will Ad Show?Mens Running Shoes YesNike Running Shoes NoAdidas Running Shoes NoRunning Shoes NoShoes Running NoRunning Hightop Shoes No

Keyword – Phrase Match

Keyword – “Running Shoes” Will Ad Show?Running Shoes YesNike Running Shoes YesWomens Running Shoes YesRunning Shoes Mens YesShoes Running NoRunning Hightop Shoes No

Keyword – Broad Match

Keyword – Running Shoes Will Ad Show?Mens Running Shoes YesNike Running Shoes YesWomens Running Shoes YesRunning Shoes YesShoes Running YesRunning Hightop Shoes Yes

Keywords - Broad vs. Phrase vs. Exact

Keyword TypeLowest

Cost/ConversionHighest Search

Volume

Exact (1) (3)

Phrase (2) (2)

Broad (3) (1)

Keyword – Negative Match

Keyword – Negative Match

Keyword Negative Keyword

Adidas

Reebok

Converse

Puma

New Balance

Nike Running Shoes

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