BYU Pay Per Click Marketing Lecture Series

Paid Per Click Advertising

Presented by: Ryan Mower

Presentation Outline

Introduction to Networks & Remarketing12345

Introduction to AdWords

Keyword Planner Workshop

Advanced AdWords Settings

The Future of PPC

Networks• Search Network

– Google• Search Partners• AOL.com• Ask.com• CNN.com

SERP = Search Engine Results Page

Networks

• Display Network

Publishers Advertisers

Display Network

Remarketing

• Re-Engage people who are interested in your product or service.

AdWords

• Google’s main advertising product & main source of revenue.

• Google’s advertising revenues in 2012 were $42.5 Billion. Total revenue for 2012 $50.2 Billion.

AdWords Account Structure

Ad Groups

Example Account Setup

Best Shoe Company

Red Shoes

Blue Shoes

Green Shoes

Gray Shoes

Account

Campaigns

Kwds Ads Kwrds Ads Kwrds Ads Kwrds Ads

Ads

Headline – 25 Characters Line 1 – 35 CharactersLine 2 – 35 CharactersDisplay URL – 35 CharactersDestination URL

Keywords

• Keyword Match Types– Broad match allows your ad to show for searches on similar

phrases and relevant variations.– “Phrase” match allows your ad to show only for searches that

include the exact phrase, or close variations of that exact phrase, with additional words before or after.

– [Exact] match allows your ad to show only for searches that use that exact phrase, or close variations of that exact phrase, and no other words.

• Negative Keywords– Ensures that your ad doesn’t show for any search that includes that

term.

Keyword Planner

Keyword Tool has changed to the Keyword Planner

Advanced AdWords Settings

• Ad Extensions– Location Extensions– Call Extensions– Offer Extensions– Sitelinks Extensions– Social Extensions

Advanced AdWords Settings

• Product Listing Ads• Ad Delivery/Rotation• Ad Scheduling• Location Bidding• Devices - Mobile

Future of PPC NEW Paid & Organic Report in Google AdWords – August 22, 2013

New Ad Extensions & Customizations