per Click (PPC) Advertising Responsible for majority of Google’s revenue* *$28 Billion in 2010 You set budget You control maximum prepared to pay for click Totally trackable www.boldinternet.co.uk 8
Your AdWords account, associated with billing Campaign An advertising campaign Sets budget, scheduling and geo-targeting Ad groups Targets a specific topic, e.g. product or service Contains adverts and keywords www.boldinternet.co.uk 13
Keywords Words or phrases you are bidding on Need to understand keyword match types Impressions The number of time your advert is seen Click through Rate CTR – Expressed as a percentage Clicks achieved on your advert www.boldinternet.co.uk 14
Cost per Click CPC – The amount you pay Default and Actual can differ Conversions The number of occurrences for your desired action, e.g. sale or enquiry Not turned on by default Not using is like shooting with a blindfold on… www.boldinternet.co.uk 15
quotes or any other symbols Greatest reach but also a budget killer if not properly managed Keywords can appear in any order as well as alternatives such as misspellings and synonyms www.boldinternet.co.uk 20
Shown For Football boots football boot football shoes football shirts leather boots Sunday league football club in {random town}… www.boldinternet.co.uk 21
in 2010 Google giving advertisers greater control whilst still encouraging less restriction, increase spend Pre-fix keywords with a plus sign (+) Synonyms not used but stemming, singular/plural, misspellings still possible www.boldinternet.co.uk 23
Be Shown For +football +boot football boot football boots second-hand football boots on eBay fotball boots +football boot football boot football shoes football shirts Sunday league football club in {random town}… www.boldinternet.co.uk 24
Keywords must appear in order but can also be part of a longer search string Much tighter control than Broad Match but still requires keyword research and vigilance to avoid wasted impressions and clicks www.boldinternet.co.uk 25
Shown For “golf club” golf club new golf club used golf club golf club for sale free golf club golf club in {some random town} www.boldinternet.co.uk 26
– [keyword] It works just as the name suggests, i.e. only the keyword you are bidding on will trigger adverts Very tight control but will miss out on many alternative opportunities as a consequence www.boldinternet.co.uk 27
keywords section or ad group level Pre-fixed with a dash, e.g. –keyword Often under used but powerful way to prevent waste and improve account performance Keyword research good way to spot negatives Account search queries report also useful www.boldinternet.co.uk 29
match, uncontrolled clicks Not setting goals What do you want to achieve? Use conversion tracking and/or Google Analytics goals Not relevant enough Generic keywords, generic adverts, generic landing pages Fingers crossed… www.boldinternet.co.uk 36