Explanation of how Adwords work with examples of OTEN and WSI campaign.

1. WSI - Google AdWords Campaign Paul King E-Marketing

2. Advertisers specify “keywords” that trigger their adds User’s search Google's search engine on www.google.com with relevant keywords "sponsored ads" on the right side of the screen, and sometimes above the main search results appear. Adwords Explained Google Ads Organic results

3. Adwords Terminology

4. Target by Language Target by Location (Country, state, city, suburb) Target by any location from minimum 10 Kilometre radius. WSI Campaign settings Targeting

5. CTR is the amount of clicks on an ad divided by Impressions (how often the ad displays) What is a good CTR ? Google specifies a minimum of .05%. CTR differs according to industry/business/area However typical CTR’s range from 1% to 3%. CTR - Click Through Rate

6. Write Ads that will attract the readers attention (Constantly testing and tweaking ads) Relevant and optimised Keywords High Ad position WSI campaign is currently averaging 10.76% How to achieve a good CTR ?(Click Through Rate)

7. Keywords should be Relevant Effective keyword lists should be built for each campaign Keywords should be targeted and divided between AdGroups Keywords should constantly be monitored and updated/deleted/paused. Keywords

8. Keywords Example WSI Best Performing Keywords

9. Each search page has 20 results (10 organic and 10 paid) Users scan the page quickly, for related information and click on it. All this happens in a matter of seconds The higher your ad position, this exponentially increases your CTR AVERAGE AD POSITION What is WSI’s Average Ad Position ?

10. The ordering of the ads depends on other advertisers' bids (PPC) and the "quality score” The “quality score” is calculated by historical CTR click-through rates relevance of an advertiser's ad text keywords Ordering of Ad’s

11. Each industry has different CPC Rates Some Higher some Lower, depending on: popularity of Keywords Size of Industry How many others bidding CPC is also dependant on “Quality Score” The higher the CTR & Quality Score, the lower the CPC WSI Campaigns Average CPC so far: OTEN $0.87 WSI Uni $0.87 WSI Enrol $0.64 Average $0.77 CPC - Cost Per Click

12. Ad’s are very short Header; max 25 char, other 2 lines max 35 char Ad’s need to get users immediate attention with Header be relevant to target page Be relevant to keywords Ad’s should constantly be tested against each other and finely tuned Ad’s

13. Ad examples - WSI Campaign

14. A conversion occurs when a click on your ad leads directly to valuable user behaviour e.g. Enrolment/Course Enquiry etc Identifies the effectiveness of AdWords Ads and Keywords Example of use: How many enrolments to clicks (total cost of clicks per enrolment) Conversion Tracking

15. WSI – OTEN Results

16. WSI – OTEN Campaign Results Cost Per Click Click Through Rate

17. WSI (On to Uni) Campaign - Results

18. WSI – Last Minute Enrol Campaign - Results 4,330 Users searching for a Specific Course or TAFE Course with targeted KeyWords from within WSI’s Geographical Area went through to WSI “Late Enrolment page” at a cost of only $0.64 per click

19. Target Market is already looking for targeted courses (Keywords) Only Targeting our own Geographical area Proven evidence of results We have the expertise to get peak results Summary

20. www.advertising.microsoft.com/ad-programs www.adwords.google.com www.google.com/adsense www.sem.smallbusiness.yahoo.com/searchenginemarketing/ References