1. Module 8.8
Running Google & Facebook Ads
Jim Beach & Chris Hanks

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Central Questions!
“Do I need Google Ads (at first) to drive traffic?”
And
“Is it worth the money?”
Many say “No” and “No”
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Simply Google “Google Ads” To Start
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4. © School For Startups. All Rights Reserved. A Campaign, ie. Keywords and Budget
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Define Some Terms
• Campaign = top level of account organization,
distinguishes between my antiques ads and my baseball card ads
• Current Status = Is my campaign on or off
• Current Budget = Allows you to set upper limit per day
• Clicks = How many people saw your ad and clicked on
it to access your website
• Impr. = How many people saw your ad – some clicked
on it, some did not
• CTR = Click Thru Rate – what percent saw and clicked
• Avg. CPC = Cost for one click
• Cost = Total spent to date
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New Campaigns Are By….Keyword
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Use Your Keywords
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or New Campaigns Are By….
Placement
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If You Want Other Ads… Then…
You Will Need To Pick a Category
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15. © School For Startups. All Rights Reserved. Decide How You Will Be Charged, CPC
Probably
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Done.
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Google Ads Tips
• Ad Text Cannot Contain “best” or Other Definitive
Words
• Global Negatives – Add Words Like “Free”
• First Ad Position Is NOT Always Most Profitable
• Homepage Might Not be Best Landing Page
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Google Ads Tips
• If Keywords Are Nike Air, Use Them in Landing
Page Like www.example.com/nike/nike-airwalk
• Track ROI, Cost per Acquisition (CPA) Always
• Don’t Get into Bidding Wars for First Place
• Stick to Budget
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Facebook
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Why Facebook Ads?
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Importance
• 96% of Gen Y Has Joined a Social Network
• Social Media Bigger than Porn
• 1 in 8 Couples Married Last Year Met Online
• FaceBook 4 Largest Country
th
• Boston College Quit Giving eMail Addresses
• Over 200 Million Blogs
• 78% Trust Peer Recommendations
• 14% Trust Ads
• 70% of 18-34 Year Olds Watch TV on Web,
Only 33% on TiVo, 25% on Their Phone
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Overall Strategy
To Please Your Customers =
The Customer Is Always Right
Satisfy the Every Customer Need
With Social Media….
To Reach Them =
Wherever They Are
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Facebook Growing…
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Facebook
• Most Facebook users are 18 to 35.
• However, the fastest growing demographic is
women over 55.
• Super-easy Way to Build a Personal Webspace
•“Groups” are Good for Discussion Forums and
Inviting People to Your Events.
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Facebook
• Make Your Group's Name Something Popular
and Searchable.
• Create Both a Page and a Group
• 1.5 Million Pieces of Content Shared Daily
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Facebook
• Ads Cheaper Due and Super Focused
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Old Fashioned Display Ads….
Remember: You Are Interrupting Them!
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QUESTION!
Step 1: Ad Text
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Step 2: Target
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Step 3: Budget
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Step 4: Landing Page
MUST ANSWER QUESTION!!
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THANKS!
Buy or Review!
Next: Lesson 9
Websites that Generate Sales
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