The document provides information on setting up and optimizing Pay Per Click (PPC) advertising campaigns on Google AdWords. It discusses choosing relevant keywords, structuring campaigns into logical ad groups, writing effective ad text, and testing multiple ads and bids to improve click-through and conversion rates. Common mistakes to avoid include having too broad ad groups, ignoring landing page relevance, and not testing multiple ad variations.
44. Structuring Campaigns the more structured your account is, from the very beginning, the more control you will have over every element of your advertising campaign
As Google web search – Google’s core product, it’s aim is to give relvant results In essence this product is free to use and free to register on
Explain the word organic
The cost of that ad at the moment is 1.35
The cost of that ad at the moment is 1.35
Show people how much it would have cost to click on that link Look also at the search volume – highest time January – so it might be worth paying this much in Jan and Feb only!
The cost of that ad at the moment is 1.35
Note – remind people that Google is making money
The cost of that ad at the moment is 1.35
Lightly point and show columns and search volume – next few slides show this in all detail
Next slide – change to EXACT
Ad postiions
LET’S LOOK DOWN THE LIST AND SEE THE SEARCH VOLUME AND COMP RELATES TO PRICE Can YOU SEE ANY THAT DON’T MATCH UP?
HANDOUT – writing effective ads
Next to your keywords – think about landing pages – do you need to create a new page?
