Download - BYU Pay Per Click Marketing Lecture Series
Paid Per Click Advertising
Presented by: Ryan Mower
Presentation Outline
Introduction to Networks & Remarketing12345
Introduction to AdWords
Keyword Planner Workshop
Advanced AdWords Settings
The Future of PPC
Networks• Search Network
– Google• Search Partners• AOL.com• Ask.com• CNN.com
SERP = Search Engine Results Page
Networks
• Display Network
Publishers Advertisers
Display Network
Remarketing
• Re-Engage people who are interested in your product or service.
AdWords
• Google’s main advertising product & main source of revenue.
• Google’s advertising revenues in 2012 were $42.5 Billion. Total revenue for 2012 $50.2 Billion.
AdWords Account Structure
Ad Groups
Example Account Setup
Best Shoe Company
Red Shoes
Blue Shoes
Green Shoes
Gray Shoes
Account
Campaigns
Kwds Ads Kwrds Ads Kwrds Ads Kwrds Ads
Ads
Headline – 25 Characters Line 1 – 35 CharactersLine 2 – 35 CharactersDisplay URL – 35 CharactersDestination URL
Keywords
• Keyword Match Types– Broad match allows your ad to show for searches on similar
phrases and relevant variations.– “Phrase” match allows your ad to show only for searches that
include the exact phrase, or close variations of that exact phrase, with additional words before or after.
– [Exact] match allows your ad to show only for searches that use that exact phrase, or close variations of that exact phrase, and no other words.
• Negative Keywords– Ensures that your ad doesn’t show for any search that includes that
term.
Keyword Planner
Keyword Tool has changed to the Keyword Planner
Advanced AdWords Settings
• Ad Extensions– Location Extensions– Call Extensions– Offer Extensions– Sitelinks Extensions– Social Extensions
Advanced AdWords Settings
• Product Listing Ads• Ad Delivery/Rotation• Ad Scheduling• Location Bidding• Devices - Mobile
Future of PPC NEW Paid & Organic Report in Google AdWords – August 22, 2013
New Ad Extensions & Customizations