1. Google AdWords™ Instant Traffic In 15 Minutes Phil Chapman

2. 27 March 2008 www.small-business-on-the-net.com/ug4 2 Introduction What is Google AdWords™?

3. 27 March 2008 www.small-business-on-the-net.com/ug4 3 Introduction (contd.) Learn why Google AdWords is right for your business and how to get started quickly and easily Does anyone already have a business web site? –Who has an AdWords account?

4. 27 March 2008 www.small-business-on-the-net.com/ug4 4 We’ll cover… Why use AdWords? Basic keyword research Structure of your account Writing ads Creating your account

5. 27 March 2008 www.small-business-on-the-net.com/ug4 5 Why Use AdWords? Efficient Cost-effective Targeted … And what for? –traffic –profit sales and/or leads –testing conversion of visitors to buyers/leads Ads CTR CPC Country Ad Campaigns ROI Keywor ds Ad Groups Business

6. 27 March 2008 www.small-business-on-the-net.com/ug4 6 Basic Keyword Research Choosing the right keywords –brainstorming –Google’s Keyword Tool (with a really useful ‘twist’) Grouping the keywords –divide into groups that can each be represented by one ad

7. 27 March 2008 www.small-business-on-the-net.com/ug4 7 Structure of Your Account

8. 27 March 2008 www.small-business-on-the-net.com/ug4 8 Writing Your Ads Purpose –to attract highly targeted clicks (not to sell anything) Composition –keyword in headline –benefit –feature –Capitalize First Letter Of Each Word

9. 27 March 2008 www.small-business-on-the-net.com/ug4 9 Writing Your Ads (contd.) Format – specified by Google Headline (keyword)25 characters Line 1 (benefit)35 characters Line 2 (feature)35 characters Display URL www.your-product.com 35 characters Destination URL www.tracking-url.com 1024 characters

10. 27 March 2008 www.small-business-on-the-net.com/ug4 10 Creating Your Account www.google.com –click on “Advertising Programs” –click on “For Advertisers: Google AdWords” –click on “Sign Up Now” link –click on “Standard Edition” Let’s ‘Just Do It!’

11. 27 March 2008 www.small-business-on-the-net.com/ug4 11 More Information… Glossary slides www.small-business-on-the-net.com/ug4 Special UG4 “Delegate-only” Offers

12. 27 March 2008 www.small-business-on-the-net.com/ug4 12 AdWords Products & Services Up to 50% Discount (and more)! “How To Succeed With Google AdWords” ebook guide –No Limit AdWords “Health Check” –10 Places only AdWords Coaching –10 Places only

13. 27 March 2008 www.small-business-on-the-net.com/ug4 13 Glossary Copywriting –The writing skill that is part-art, part-science, of writing in such a way that the desired response has the best chance of being achieved. CPC –Cost-Per-Click – the amount of money payable to a P-P-C search engine each time an ad relating to a particular keyword is clicked by a searcher and referred to your web site. CR –Conversion Rate – the number of customers generated as a percentage of the visitors to a web site. CTR –Click-Through-Rate – the number of times an ad is clicked on as a percentage of the number of times it is displayed.

14. 27 March 2008 www.small-business-on-the-net.com/ug4 14 Glossary (contd.) Dynamic keyword insertion –The facility, unique to AdWords, that allows numerous keywords in a list to appear in your ad dynamically, triggered by the search term used. Impression –In relation to AdWords, the number of impressions is the number of times an ad is displayed on Google or the Google Network. Keyword(s) –The search term(s) used at a search engine and the word/phrase that is ‘purchased’ for a pay-per-click ad.

15. 27 March 2008 www.small-business-on-the-net.com/ug4 15 Glossary (contd.) Landing page –The web page that the visitor will arrive at when they click on your ad. Maximum CPC –The ‘Maximum Cost-Per-Click’ (Max CPC) you are prepared to pay for your keywords to trigger the display of your ad. This helps to determine what position your ad appears in on the search engine results page. This figure is normally identified at Ad Group level, but can be applied to individual keywords within an Ad Group by exception.

16. 27 March 2008 www.small-business-on-the-net.com/ug4 16 Glossary (contd.) Metrics –The key performance indicators in relation to the accurate assessment of your web business e.g. CR, unique visitors, entry pages, exit pages, average time spent on site. P-P-C or PPC –The abbreviation used for a ‘Pay-Per-Click’ search engine i.e. one which sells keywords for advertisers to bid on to determine the position in which the ad is displayed in their search results listing. Relevancy + Quality Score –The terms Google use to indicate whether or not keywords, ads, and landing pages are providing their searchers with what they’re looking for i.e. the higher the relevancy, the more relevant these components have proved to be. Very closely linked to the term ‘targeted’.

17. 27 March 2008 www.small-business-on-the-net.com/ug4 17 Glossary (contd.) ROI –Return-On-Investment – the profit from sales made as a percentage of the cost of making those sales. SEO –Search Engine Optimization – the process of balancing many aspects of web page construction to appeal to visitors and at the same time satisfy the criteria that search engines are measuring to allocate high ranking positions in their SERPs. SERPs –Search Engine Results Pages – the results listings of a search for a particular search term at a search engine. SM –Search Marketing – increasingly used in recognition of the fact that SEO on its own is only part of the web site promotion toolset.

18. 27 March 2008 www.small-business-on-the-net.com/ug4 18 Glossary (contd.) Split-testing –In marketing, advertising and direct mail, the principle of testing two of anything (e.g. classified ads, sales letters etc.) to determine which achieves the better response, is called ‘A/B testing’ or ‘split-testing’. URL –Uniform Resource Locator – the Internet address of a web site/page. USP –Unique Selling Proposition – the aspect of your product or service that differentiates your business from your competitors.