TARGET ADVERTISING Only Pay When It Works.

GOOGLE ADWORDS

• Pay Per Click Advertising

• vs Traditional Pay Per Viewer

WHY ADWORDS ?

• Target people who are ACTIVELY looking for your products

• Only pay when someone RESPONDS to your advertisement

• You pick the search phrases

• Measurable = Manageable.

HOW ADWORDS WORKS ?

• Auction System

• Price You Pay =

• maximum bid x quality score

Relevance Landing Page Click Thru Rate

SETTING UP AN ADWORDS ACCOUNT

• www.Google.com/Adwords

!

• searchmarketing.yahoo.com

ADWORDS MANAGEMENT

• Landing Page Quality

• If you rank well naturally (SEO), you’ll have a good LPQS

• Relevance

• Split testing adverts will increase CTR

• Click Thru Rate

• All things being equal ↑CTR = ↓CPC

WHAT WOULD GOOGLE DO ?

• What’s Google’s Objective?

• To serve the most relevant ads possible, to ensure the user has the best experience.

• How Does This Situation Relate To That?

• Are you helping them achieve their goal ?

• If you were Google, what would you do ?

• Would they penalise this; or would they applaud + reward this?