google adwords 101

Patrick Campbell@Patticus

Google AdWords 101

Lay the foundation for you to grow your business through Google Search Engine Marketing while gaining an

understanding of the Google ecosystem.

One must fish, not beg

One must know thyself and thy customer

One must channel Google’s Chi

It’s all about Fishing with…

Time.

Resources.

Experimentation.

Do NOT

Do NOT Do NOT

Do NOT

Do NOT Do NOT

Do NOT…

Memorize Everything

Time.

Dedicate at least one hour to Adwords per day.

Experimentation.

Run 2-3 week tests.

Review

One must fish, not beg, by utilizing resources, investing time, and practicing patience when

experimenting.

Know thyself. Know thy customer.

Where are they? (Geography)

How will they find you through search? (Keywords)

What am I selling? (Campaign Organization)

What’s our existing brand? (ad text)

What do my customers respond to? (ad text)

How much can we spend per day? (budget)

Review

One must know thyself and thy customer to run campaigns that are relevant, reach the

right customer, and have the best ROI.

Channel

Google’s Chi

You!

Simple and Enticing

Include Prices/Promotions

A Strong Call to Action

Include keywords in Ad Text

Best Landing Page URL

Test, test, and test some more

Review

One must channel Google’s Chi to correctly structure the account, write

ad text, and bid effectively.

Google Display Network (GDN)MobileConversion Tracking and AnalyticsYouTubeAdwords EditorPlacement TargetingRemarketingAd ExtensionsMy Client CenterThe Opportunities TabAdvanced Targeting

There’s More Out There…

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