Google Pay Per Click Advertising
Neil Gregory
9 May 08CEdMA Europe Conference
Google - $$$
AdSense Provides relevant
ads to visitors to
your site
You get paid
whenever anyone
clicks one of
these links
9 May 08CEdMA Europe Conference
Google - $$$
Audio Ads – US Only
Checkout – online payment
processing
Print Ads – US Only
TV Ads – US Only
Local Business Centre –
Google Maps
9 May 08CEdMA Europe Conference
Google - $$$
AdWords You create your ads
Choose keywords which are words or phrases
related to your business.
9 May 08CEdMA Europe Conference
Google - $$$
AdWords
9 May 08CEdMA Europe Conference
Google - $$$
AdWords
9 May 08CEdMA Europe Conference
Google - $$$
AdWords - SPSS
9 May 08CEdMA Europe Conference
Google - AdWords
Your ads appear on Google The more relevant your keywords the more targeted your
potential audience
Imagine that you are not you. You are your customer.
9 May 08CEdMA Europe Conference
Google - AdWords
You attract customers
9 May 08CEdMA Europe Conference
Google - AdWords
Google rewards relevancy Keywords
Landing Page
The more relevant your ad the less you pay per
click Badly written ads pay top dollar
9 May 08CEdMA Europe Conference
Google – AdWords - Reports
Campaign summary
9 May 08CEdMA Europe Conference
Google – AdWords - Reports
Campaign summary 1 Jan 2008 to 1 May 2008
As an example ROI purely on Google AdWords
costs and revenue generated
Total Revenue = £21,500
Cost = £2,377.08
ROI – 904%
9 May 08CEdMA Europe Conference
Glossary
Clicks – (sometimes called a click-through) occurs when a user sees your ad and clicks on the title of your ad, leading them to your website.
Impressions - The number of times that a placement-targeted ad has been displayed to web users.
CTR - Click-through rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions) via Google search only.
Avg CPC - The average amount you'll pay each time someone clicks your ad.
Cost – Total Cost
Avg Pos - The average position in which your ad may be displayed.
Conv Rate - the number of conversions divided by the number of ad clicks.
Cost/Conv - The total cost divided by the total number of conversions. This measure gives you the amount spent per conversion.
Conversions - When a user completes an action on your site, such as buying something or requesting more information.
9 May 08CEdMA Europe Conference
Google – AdWords - Reports
Reports,
reports and
more
reports
9 May 08CEdMA Europe Conference
Google - AdWords – Dashboard
Dashboard
9 May 08CEdMA Europe Conference
Google - AdWords – Dashboard
Visitor – Benchmarking Business Services & Consulting sites of similar size
9 May 08CEdMA Europe Conference
Google - AdWords – Dashboard
Visitor - Benchmarking
9 May 08CEdMA Europe Conference
Google – AdWords – Case Studies
Lots on the web
9 May 08CEdMA Europe Conference
Google - AdWords
The Golden Rules Relevancy – you pay less for a higher position and
rise up higher in the results
Qualified visitors – use your ad, let them know what
to expect, a call to action.
Money – optimise your daily budget and Cost per
Click – this takes time and expertise
It's not all about Google - it's about your website
9 May 08CEdMA Europe Conference
Google - $$$
Website Optimiser is a tool for testing site content that enables you to
delivers improved website performance and results. Observe visitor behaviour
Increase conversions
Eliminate guesswork
9 May 08CEdMA Europe Conference
Other PPC Advertisers
Yahoo, Search Marketing
Microsoft AdCenter
Ask
9 May 08CEdMA Europe Conference
Google - AdWords
Discussion/Questions