Pay Per Click AdvertisingInsight into Google Adwords

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About IMJ

• About Me

• InternetMarketingJournal.Org

• Aim to provide knowledge

• Create Awareness

Discussion Topics

• Online Advertising Facts & Figures

• Google Adwords Basics

• Keyword Research

• Campaign Setup

• Landing Page Optimization

• Google Adwords & Analytics

• How to obtain Google Adwords Certification

Online Advertising

• History of Online Advertising• World wide internet ad

spending was $65.2 billion in 2008 and expected to grow 15-20% a year to reach $106.6 billion in 2011. (source idc.com)

• Keyword Search ads will be the dominant type of online ads, then display ads, and then other forms like email marketing.

Google Adwords (Search)

Car Insurance

Google Will place your Ads at relavant Search.

Your Prospective Customer will see your Adv when He/She is checking Adsense affilated Content Network Sites / Blogs

Image Advert

Text Advert

Google Adwords (Content Network)

Insight into Google Adwords

• Quick Turnaround

• Larger Reach

• Flexible & Less Risk

• Cost Effective

• Better Control

• Adwords Account Structure

Adwords Keyword Selection Strategy

• Keyword Selection according to the business

• Keyword Selection Tools

• Start with few keywords

• Keyword Matching Options– Broad Match (SEO Services)

– Phrase Match (“SEO Services”)

– Exact Match ([SEO Services])

– Negative Match (-free)

• Keyword Monitoring & Elimination

Campaign Setup

• Account Structure: Account -> Campaigns -> Ad-Groups -> Keywords

• Campaign Level Settings– Location & Languages– Network & Devices– Bidding & Budget

• Ad Copy Writing Tactics– Good Ads = Lower CPC– Use DKI (Dynamic Keyword

Insertion) e.g. {Keyword:SEO Services}

– Insert Call to Action– Insert Phone Numbers– Insert Prices

Landing Page Optimization

• Relevancy is the key

• Keep it clean and simple

• Use multiple call to action

• Don’t use popup or pop under ads

• Keyword rich text copy

• Test multiple landing pages

• Use trust and security seals

• Meet the objective of the campaign

Landing Page Examples

171% Increase in Clicks

Source: whichtestwon.com

Landing Page Examples

Short enquiry form, large catalogue image and “Free” in the headline, got 42% more sign ups.

Source: whichtestwon.com

Analytics & Adwords

• Same Account for Adwords & Analytics

• Auto Tagging (www.mysite.com/page.php?gclid=123xyz)

• Manual Tagging (http://www.mysite.com/?utm_source=google&utm_medium=cpc&utm_campaign=campaign1)

Google Adwords Certification

• Certification for Individuals & Company

• Two Exams: Fundamental & Advanced– Advanced: Search, Display or

Reporting• Adwords Learning Center• Other Resources:

– Internetmarketingjournal.org– Shahkaushal.com– PPChero.com– PPCBlog.Com

Thank You

• Kaushal Shah– Blog: www.shahkaushal.com

– Twitter: http://twitter.com/kaushalshah

– Facebook: http://www.facebook.com/kaushalshah

– Linkedin: http://www.linkedin.com/in/kaushalshah82

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