Google Advertising 101Understanding the Fundamentals

Just to introduce myself

Now is the time for the medium of the web to outgrow its origins in the printed page.

A Dao of Web Designby JOHN ALLSOPP April 07, 2000

Same Old New Medium

Google’s mission is to organise the

world’s information and make it

universally accessible and useful.

Google Mission

Why Google Search Won

Google 1999

Google Bots

Crawling the web by following links

Looking for fresh Content

Reporting back to the Index

Google Index

The index records the words found within key locations

these include• Page Titles• H1 Tags• Paragraph Content • Alt Attributes

Google Search Algorithm

Top Secret

Google Search Algorithm

Spam

Don’t believe the hype

Ensuring your site has the framework that can be successfully indexed by Google.

Researching the words customers have used to find products and creating webpages with relevant content to match future searches.

With our understanding of how Search Engines work to increase visibility to Search Engine Results.

Search Engine Optimisation

Measurement for Reporting

Create original content relevant to your customers

Define onsite goals to measure performance

Monitor customer search terms for change

Success with Organic

Organic Results

Paid Search

Google Ads in Search Results

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Paid Ads

Organic Results

Google Ads in Search Results123

Organic Ads

Map Ads

Paid Ads

Keywords – The words people use in search

Google Ad – Your message to qualify customers

Landing Page – The webpage your Ads take people to

Relevance in Adwords

Google Search Suggest

Search Query – Keywords?

Campaign

Budget

Location

AdGroups

Family

Senior

Fly-Drive

Keywords

Travel Holiday Vacation Flights

- Russia

Relevance of Ad Copy

Relevance of Landing Page

AdRank Calculation

£Bid + Relevance = AdRank

AdRank Calculation

Search Engine Results Page

1. What is the Campaign Objective

2. Define the themes within the Campaign

3. Do the themes flow within the site

4. Configure Adwords to reflect the themes

The Campaign Approach

2014’s updates to Google Search rewards effort & relevance

Create helpful relevant and high quality content

Consider your website a monthly publication, with back issues

AdWords allows you to cast a wider net with a wider Audiance

In summary