Google AdWords ™ Instant Traffic In 15 Minutes

1. Google AdWords™ Instant Traffic In 15 Minutes Phil Chapman

2. Introduction • What is Google AdWords™? www.small-business-on-the-net.com/ug4

3. Introduction (contd.) • Learn why Google AdWords is right for your business and how to get started quickly and easily • Does anyone already have a business web site? • Who has an AdWords account? www.small-business-on-the-net.com/ug4

4. We’ll cover… • Why use AdWords? • Basic keyword research • Structure of your account • Writing ads • Creating your account www.small-business-on-the-net.com/ug4

5. Why Use AdWords? • Efficient • Cost-effective • Targeted • … And what for? • traffic • profit • sales and/or leads • testing • conversion of visitorsto buyers/leads Ad Groups Business Keywords Country Ads Ad Campaigns CPC ROI CTR www.small-business-on-the-net.com/ug4

6. Basic Keyword Research • Choosing the right keywords • brainstorming • Google’s Keyword Tool(with a really useful ‘twist’) • Grouping the keywords • divide into groups that caneach be represented by one ad www.small-business-on-the-net.com/ug4

7. Structure of Your Account www.small-business-on-the-net.com/ug4

8. Writing Your Ads • Purpose • to attract highly targeted clicks(not to sell anything) • Composition • keyword in headline • benefit • feature • Capitalize First Letter Of Each Word www.small-business-on-the-net.com/ug4

9. Writing Your Ads (contd.) • Format – specified by Google www.small-business-on-the-net.com/ug4

10. Creating Your Account • www.google.com • click on “Advertising Programs” • click on “For Advertisers: Google AdWords” • click on “Sign Up Now” link • click on “Standard Edition” • Let’s ‘Just Do It!’ www.small-business-on-the-net.com/ug4

11. More Information… • Glossary slides • www.small-business-on-the-net.com/ug4 • Special UG4 “Delegate-only” Offers www.small-business-on-the-net.com/ug4

12. AdWords Products & Services • Up to 50% Discount (and more)! • “How To Succeed With Google AdWords” ebook guide • No Limit • AdWords “Health Check” • 10 Places only • AdWords Coaching • 10 Places only www.small-business-on-the-net.com/ug4

13. Glossary • Copywriting • The writing skill that is part-art, part-science, of writing in such a way that the desired response has the best chance of being achieved. • CPC • Cost-Per-Click – the amount of money payable to a P-P-C search engine each time an ad relating to a particular keyword is clicked by a searcher and referred to your web site.   • CR • Conversion Rate – the number of customers generated as a percentage of the visitors to a web site. • CTR • Click-Through-Rate – the number of times an ad is clicked on as a percentage of the number of times it is displayed. www.small-business-on-the-net.com/ug4

14. Glossary (contd.) • Dynamic keyword insertion • The facility, unique to AdWords, that allows numerous keywords in a list to appear in your ad dynamically, triggered by the search term used. • Impression • In relation to AdWords, the number of impressions is the number of times an ad is displayed on Google or the Google Network. • Keyword(s) • The search term(s) used at a search engine and the word/phrase that is ‘purchased’ for a pay-per-click ad.  www.small-business-on-the-net.com/ug4

15. Glossary (contd.) • Landing page • The web page that the visitor will arrive at when they click on your ad. • Maximum CPC • The ‘Maximum Cost-Per-Click’ (Max CPC) you are prepared to pay for your keywords to trigger the display of your ad. This helps to determine what position your ad appears in on the search engine results page. This figure is normally identified at Ad Group level, but can be applied to individual keywords within an Ad Group by exception. www.small-business-on-the-net.com/ug4

16. Glossary (contd.) • Metrics • The key performance indicators in relation to the accurate assessment of your web business e.g. CR, unique visitors, entry pages, exit pages, average time spent on site. • P-P-C or PPC • The abbreviation used for a ‘Pay-Per-Click’ search engine i.e. one which sells keywords for advertisers to bid on to determine the position in which the ad is displayed in their search results listing. • Relevancy + Quality Score • The terms Google use to indicate whether or not keywords, ads, and landing pages are providing their searchers with what they’re looking for i.e. the higher the relevancy, the more relevant these components have proved to be. Very closely linked to the term ‘targeted’. www.small-business-on-the-net.com/ug4

17. Glossary (contd.) • ROI • Return-On-Investment – the profit from sales made as a percentage of the cost of making those sales.  • SEO • Search Engine Optimization – the process of balancing many aspects of web page construction to appeal to visitors and at the same time satisfy the criteria that search engines are measuring to allocate high ranking positions in their SERPs. • SERPs • Search Engine Results Pages – the results listings of a search for a particular search term at a search engine. • SM • Search Marketing – increasingly used in recognition of the fact that SEO on its own is only part of the web site promotion toolset. www.small-business-on-the-net.com/ug4

18. Glossary (contd.) • Split-testing • In marketing, advertising and direct mail, the principle of testing two of anything (e.g. classified ads, sales letters etc.) to determine which achieves the better response, is called ‘A/B testing’ or ‘split-testing’. • URL • Uniform Resource Locator – the Internet address of a web site/page. • USP • Unique Selling Proposition – the aspect of your product or service that differentiates your business from your competitors. www.small-business-on-the-net.com/ug4