Download - Google Paid Search Powerpoint

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Page 1: Google Paid Search Powerpoint

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Google Paid Search

By Dominique Carino

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Overview – What is Google Paid Search?

Google AdWords

Businesses display ads on Google search results pages.

Businesses choose specific keywords that correspond to their ads.

SEM – Search Engine Marketing Paid, targeted ads Compare with SEO (Search Engine Optimization)

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Types of Google Paid Ads

Top/Bottom of Page

Side of Page

Mobile Phone Searches

Directly on websites

Image/Video Ads

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Is Your Ad Working?

Google AdWords helps businesses make the most effective ads. With subscription, businesses can use data analytics

tools. Keyword Tool helps businesses select the most

relevant keywords for their ad. Businesses can change the ad at any time.

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Who Uses Google Paid Search?

Who Pays for the Ads? Goods Services Large Businesses

Chains International

Businesses Small Businesses

Can select geographical region that the ad reaches.

Who Sees the Ads? Anyone who uses the

Google Search Engine! Depends on keywords. Also depends on

geographical location.

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Tactics For Using Google Paid Search

Choose specific keywords. Google rewards ads with higher relevance with a

more visible ad location. Example: use “Beginner’s Jazz Dance Classes” and “

Jazz Dance Classes in Downtown Pittsburgh” rather than “Dance Classes.”

Specify the geographic location where the ad appears. Can reach a wide area, or smaller, more targeted

locations. Example: Do not advertise your local bakery in India.

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Creative Considerations

Use visually appealing ads. Image/Video ads Interest-sparking phrasing of the ads

Consider ad placement. Top of page

First thing potential customers see. Bottom of page

Catches potential customers’ attention before they click to the next page.

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Costs

Choose a daily budget to spend on Google Paid Ads. No minimum requirement No time frames or requirements

Determine the maximum amount to pay per click. Businesses pay Google a set amount each time

someone clicks on their ad. Higher maximum amount spent per click = Higher

placement of the ad.

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Strategies for

AdWords Express Light version of AdWords Ad directs potential customers to a Google+ page

about the business.

Choose Highly-Specific Keywords Example: “High School Wrestling Team Management”

instead of “Wrestling Management.” More relevant ads will gain a more visible spot on the

search results page. Not necessary to pay higher maximum amount per

click.