6 search engine advertising [day2 module2]

Joost van der Kooij

Search engine advertising

Google Adwords

• Sponsored listing on search engine result pages

• $0.05 - $1,- per click (and higher…)

• $5,- setup costs

• Flexibility of Advert presentation by:- Keyword(s) combinations (exact or broad match)- Country and region (and even cities…)- Language- Ability to control the budget

https://adwords.google.com/

Google Adwords

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Tips• importance of keyword(s)- keyword tool- traffic estimator

• Geographical segmentation

• Landing page (booking page, services, packages,….)

Google Adwords

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Geo targeting

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Tips (continued)• copywriting:

attractive action oriented focus on benefits / offer mind AdWords rules (avoid best, greatest, …) include keywords in the ad

• Setting up campaign

• Campaign management - Reporting options

Google Adwords

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Assignment

Assignment 5:

Search Engine Advertising

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Landing page!

Landing page!

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Bad practice: Adwords visitor lands on homepage!

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