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Google Paid Search
By Dominique Carino
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)
Types of Google Paid Ads
Top/Bottom of Page
Side of Page
Mobile Phone Searches
Directly on websites
Image/Video Ads
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.
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.
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.
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.
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.
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.
Source
Google AdWords Website: http://www.google.com/adwords/?sourceid=awo&sub
id=ww-ns-g-awhp_nelsontest3_nel_p&clickid=sn-1r-og-us-0908
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