google adwords 101
DESCRIPTION
Intelligent.ly class slides from Patrick Campbell's, AdWords 101: Lessons from A Former Googler class. Learn the fundamentals of search engine marketing including how to form a strategy, set up and manage Google AdWords ads.TRANSCRIPT
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…
