An introduction to PPC and AdWords by Trada's account manager, Brandon Hess. Check out Trada Reviews here: http://www.trada.com/trada-reviews/

1. Google Adwords Brandon Hess | bhess@trada.com | @brandonhess

2. What is Google Adwords? Pay Per Click (PPC) Advertising Google’s online advertising platform. Auction-based advertising engine. Max Bid Price Quality Score Create text-ads & choose keywords. User searches one of your keywords. Your ad may display alongside search results. Interested customers click on your ad. Advertising to a targeted audience. Real-time tracking of return on investment (ROI)

3. Where do my text ads show up?

4. Where do my text ads show up?

5. Where do my text ads show up?

6. Where do my text ads show up? 1 4 2 5 3 6 7 8 9 10

7. Where else can I advertise on Adwords? Google Search Network Ads display on engines powered by Google Ask.com AOL Google Display Network Contextual targeting Target blogs, content sites by keyword. Placement targeting Target specific news sites, videos, mobile, etc. Re-targeting Target users that have already visited key sites.

8. Performance based advertising Set Your Own Budget No Budget Minimums. Set your own daily budgets. Set your own maximum cost per click (CPC). $5 daily budget + $0.25 Max CPC = 20 clicks/day. Pay Per Click Charged when someone clicks your ad. Control your own bids (Max CPC). Focus on relevance. Cheaper costs. Smarter use of budget.

9. Relationships to know Keywords The term or phrase you bid on. Know your customers & research their search habits. Ads The ad displayed when a user searches a keyword. Headline, Description, Display URL, Destination URL Ad Groups The high-level grouping of keywords & ads. Group based on relevance. Multiple keywords & ads per Ad Group. Cinnamon Roll Ad Group cinnamon rolls “cinnamon rolls” [cinnamon rolls] Do you like happiness? Cinnamon rolls cures what ails you. Order today & get free shipping! www.ricksrolls.com/cinnamonrolls Ricks Rolls Shipped Free Ricks famous cinnamon rolls online Buy one, get one free. Order now! www.ricksrolls.com/cinnamonrolls

10. Metrics to know Key Metrics & Jargon Cost Per Click (CPC) Click Thu Rate (CTR) Clicks / Impressions = CTR (%) Quality Score (QS) Relevance of keywords > ads > your landing page. Conversion Rate (CR) Conversions / Clicks = Conversion Rate (%) Cost Per Action/Conversion (CPA) # of Conversions / Total Spend = CPA

11. Improving your Click Thru Rate Optimize for a 1% minimum CTR Research your customer & competition online. Know what when they’re researching & advertising. Know the geography of your market & competitors. Test match types with your keywords Broad, “Phrase”, [Exact], -Negative Test your ads with tools & copy changes. Keyword insertion headlines {KeyWord: Headline} Test different offers to drive positive behavior. Enable Optimize for Clicks under Settings > Ad Rotation. Test impacts from changes to Max CPC / Ad Position Position 1 looks great but isn’t always the best performer. Cinnamon Roll Ad Group “buy cinnamon rolls” [order cinnamon rolls] -cinnabon {KeyWord:Do you like happiness?} Cinnamon rolls cures what ails you. Order now & get free shipping! www.ricksrolls.com/cinnamonrolls Order Cinnamon Rolls Ricks famous cinnamon rolls online Buy two, get ten free. We’re crazy! www.ricksrolls.com/cinnamonrolls

12. Improving your Conversion Rate & CPA PPC averages a 2% conversion rate* Research your online conversion cycle. Focus on what works, improve what doesn’t. Spend wisely. What time of day converts best? Worst? What regions? What landing pages? Landing Pages shouldn’t be ignored. Examine your Quality Score. Better Quality Score, cheaper CPC, higher position.

13. Improving your Quality Score Google rewards relevance. Quality Score is based on relevancy to users. Keyword > Ad > Landing page relationship. Quality Score determines CPC / Ad Position Keywords scored based on relevance. Scores range from 1 thru 10 1 is poor, 10 is perfect, Average scores are 4-7 How to improve your score High CTR (1% or higher) Ad group structure Landing page quality User Experience “buy cinnamon rolls” Buy Cinnamon Rolls! Cinnamon rolls cures what ails you. Order now & get free shipping! www.ricksrolls.com/cinnamonrolls Ricks Rolls Cinnamon Rolls! FREE! Just Click! www.ricksrolls.com/cinnamonrolls.html BUY ME GOOD QUALITY SCORE

14. Tools to improve your key metrics Google Adwords Tools & Settings Detailed reporting. Location-based targeting. Ad scheduling (Day & Time). Adwords Editor Ad delivery methods. Bid & ad position preferences. Display / Content Network

15. Reporting Report Button

16. Location-based targeting (Geo-targeting) Locations & Languages Bundles Continent, Country Browse Country, State, Metro, City Search Specific Zip Codes, Cities, etc Custom Radius around Zip, Address, etc

17. Ad Scheduling (Day-Parting) Ad Schedule Day / Time Period Show your adsonly when yourcustomers are buying. Bid Adjustments Bid higher / lowerduring differenthours & days.

18. Questions? Brandon Hess | bhess@trada.com | @brandonhess Additional Resources AdWords Small Business Center google.com/adwords/smallbusinesscenter AdWords Learning Center google.com/adwords/onlineclassroom AdWords Certification google.com/adwords/professionals/ Adwords Editor google.com/intl/en/adwordseditor/ Adwords Blog Adwords.blogspot.com