2. Overview What is Google Paid Search? S Google AdWords S
Businesses display ads on Google search results pages. S Businesses
choose specific keywords that correspond to their ads. S SEM Search
Engine Marketing S Paid, targeted ads S Compare with SEO (Search
Engine Optimization)
3. Types of Google Paid Ads S Top/Bottom of Page S Side of Page
S Mobile Phone Searches S Directly on websites S Image/Video
Ads
4. Is Your Ad Working? S Google AdWords helps businesses make
the most effective ads. S With subscription, businesses can use
data analytics tools. S Keyword Tool helps businesses select the
most relevant keywords for their ad. S Businesses can change the ad
at any time.
5. Who Uses Google Paid Search? S Who Pays for the Ads? S Goods
S Services S Large Businesses S Chains S International Businesses S
Small Businesses S Can select geographical region that the ad
reaches. S Who Sees the Ads? S Anyone who uses the Google Search
Engine! S Depends on keywords. S Also depends on geographical
location.
6. Tactics For Using Google Paid Search S Choose specific
keywords. S Google rewards ads with higher relevance with a more
visible ad location. S Example: use Beginners Jazz Dance Classes
and Jazz Dance Classes in Downtown Pittsburgh rather than Dance
Classes. S Specify the geographic location where the ad appears. S
Can reach a wide area, or smaller, more targeted locations. S
Example: Do not advertise your local bakery in India.
7. Creative Considerations S Use visually appealing ads. S
Image/Video ads S Interest-sparking phrasing of the ads S Consider
ad placement. S Top of page S First thing potential customers see.
S Bottom of page S Catches potential customers attention before
they click to the next page.
8. Costs S Choose a daily budget to spend on Google Paid Ads. S
No minimum requirement S No time frames or requirements S Determine
the maximum amount to pay per click. S Businesses pay Google a set
amount each time someone clicks on their ad. S Higher maximum
amount spent per click = Higher placement of the ad.
9. Strategies for S AdWords Express S Light version of AdWords
S Ad directs potential customers to a Google+ page about the
business. S Choose Highly-Specific Keywords S Example: High School
Wrestling Team Management instead of Wrestling Management. S More
relevant ads will gain a more visible spot on the search results
page. S Not necessary to pay higher maximum amount per click.
10. Source S Google AdWords Website: S
http://www.google.com/adwords/?sourceid=awo&subid=ww-ns-
g-awhp_nelsontest3_nel_p&clickid=sn-1r-og-us-0908
