Griffith PPC Session - walk through of PPC ads - demo of creating and managing Google Adwords campaign and Google Display Network Campaigns

1. PPC Ads

2. Review Selection of Ads

3. Search: Online Marketing Courses

4. Search: Health Insurance Quote

5. Search: Mothers Day Flowers Dublin

6. Search: holidays Italy

7. Crystal Summer

8. Search: holidays thailand 2011

9. Travel Mood Landing Page

10. Search: trips to eygpt

11. Falcon Landing Page

12. Search: holidays australia

13. Quantas Landing Page

14. More PPC Examples

15. Search: best rate hotels dublin

16. Search: Cheap hotels Dublin

17. Search: portable external hard drive

18. Search: Business Mobile Phone Plans

19. Search: Cheapest Mobile Phones

20. Best Deposit Rate

21. Personal Injury Claims

22. Im Sorry Flowers….

23. Search: I Love you flowers

24. New Baby Flowers

25. Car Breakdown Recovery

26. Google Content Network

27. Overview of Ad System Auction ViewHal Varian Introduction http://www.youtube.com/watch?v=K7l0a2PVhPQ

29. Pay Per Click Advertising & Google Content Network

30. PPC Overview Analyse your specific market Use Keyword Tools Analyse your online and offline competitors Keywords tools, Seo Tools, Back Links Analyser Create the PPC accounts Divide the main account into sub campaigns and groups Optimise Ad Copy, Headlines, Calls to Actions, Landing Pages Enables highly targeted Ad Campaigns Create Longtail multi-word bids Over 60% searches use 3 or more words Set up a Conversion points and Track Adjust constantly to ensure optimisation

31. Google Adwords http://adwords.google.com/support

32. Google Adwords Architecture

36. Create an account - https://adwords.google.com

37. Ad Campaign

38. Create Ad Groups, Ads, Keywords

39. Adword Performance Interface

40. Keyword Research

42. What are keyword matching options? Broad match: keyword Allows your ad to show on similar phrases and relevant variations Phrase match: "keyword" Allows your ad to show for searches that match the exact phrase Exact match: [keyword] Allows your ad to show for searches that match the exact phrase exclusively Negative match: -keyword Ensures your ad doesn't show for any search that includes that term

43. Keyword Matches

44. Broad Match

45. Phrase Match

46. Exact Match

47. Negative Match

48. Keyword Insertion

49. KEYWORD INSERTION Buy {Keyword:Puppies} From an Award-Winning Breeder Satisfaction Guaranteed! www.Example.com destination URL: http://www.Example.com/?kw={keyword:nil}

50. How it works

51. Capitalistion - Search:golden retrievers

52. Refining Keyword Ads

53. More Granular Ad Group

54. Keyword Research Tools https://adwords.google.com/select/AdTargetingPreviewTool http://www.wordtracker.com/ http://www.marketsamurai.com/ http://www.seomoz.org/keyword-difficulty/ http://www.keyworddiscovery.com/

56. Search Operators For example, [ allinanchor: best museums sydney ] will return only pages in which the anchor text on links to the pages contain the words “best,” “museums,” and “sydney.” [ allintext: travel packing list ] will return only pages in which the words “travel,” “packing,” and “list” appear in the text of the page. [ allintitle: detect plagiarism ] will return only documents that contain the words “detect” and “plagiarism” in the title [ allinurl: google faq ] will return only documents that contain the words “google” and “faq” in the URL, such as “www.google.com/help/faq.html [ restaurants inanchor:gourmet ] will return pages in which the anchor text on links to the pages contain the word “gourmet” and the page contains the word “restaurants [ Hamish Reid intext:pandemonia ] will return documents that mention the word “pandemonia” in the text, and mention the names “Hamish” and “Reid” anywhere in the document (text or not).

57. Search Operators [ flu shot intitle:help ] will return documents that mention the word “help” in their titles, and mention the words “flu” and “shot” anywhere in the document (title or not) [ inurl:print site:www.googleguide.com ] searches for pages on Google Guide in which the URL contains the word “print.” The query link:URL shows pages that point to that URL. For example, to find pages that point to Google Guide’s home page, enter:[ link:www.googleguide.com ] Find links to the Google home page not on Google’s own site.[ link:www.google.com -site:google.com ]

58. To Link Adwords to Googe Analytics

59. Linking Adwords and Google Analytics Sign in to your AdWords account at https://adwords.google.com. Select the Reporting tab and choose "Google Analytics." Select "I already have a Google Analytics account." From the Existing Google Analytics Account drop-down menu, select the name of the Analytics account you'd like to link to. If you don't see it listed, you'll need to first add your AdWords username to your Analytics account as an Account Admin. Keep the checkboxes selected on this page, unless you're sure you'd like to disable auto-tagging. For importing cost data, read "How can I import my AdWords cost data?" Select Link Account

60. Conversion Tracking

61. Create a conversion action

62. Adding $value variables