Intelligent.ly class slides from Patrick Campbell's, AdWords 101: Lessons from A Former Googler class. Learn the fundamentals of search engine marketing including how to form a strategy, set up and manage Google AdWords ads.

1. Patrick Campbell
@Patticus
Google AdWords 101

2. Lay the foundation for you to grow your business through
Google Search Engine Marketing while gaining an
understanding of the Google ecosystem.

3. One must fish, not beg
One must know thyself and thy customer
One must channel Google’s Chi

4. It’s all about Fishing with…
Time.
Resources.
Experimentation.

5. Do NOT
Do NOT Do NOT

6. Do NOT
Do NOT Do NOT

7. Do NOT…
Memorize Everything

9. Time.
Dedicate at least one
hour to Adwords per day.

10. Experimentation.
Run 2-3 week
tests.

11. Review
One must fish, not beg, by utilizing resources,
investing time, and practicing patience when
experimenting.

12. Know thyself. Know thy
customer.

14. Where are they? (Geography)
How will they find you through search? (Keywords)
What am I selling? (Campaign Organization)
What’s our existing brand? (ad text)
What do my customers respond to? (ad text)
How much can we spend per day? (budget)

15. Review
One must know thyself and thy customer to
run campaigns that are relevant, reach the
right customer, and have the best ROI.

16. Channel
Google’s
Chi
You!

19. Simple and Enticing
Include Prices/Promotions
A Strong Call to Action
Include keywords in Ad Text
Best Landing Page URL
Test, test, and test some more

21. Review
One must channel Google’s Chi to
correctly structure the account, write
ad text, and bid effectively.

22. Google Display Network (GDN)
Mobile
Conversion Tracking and Analytics
YouTube
Adwords Editor
Placement Targeting
Remarketing
Ad Extensions
My Client Center
The Opportunities Tab
Advanced Targeting
There’s More Out
There…

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