#GoogleConf @cspenn

AdWords: Making Advertising

on Google Work for Your Brand

#GoogleConf @cspenn

Christopher Penn AdWords Certified Professional, VP of Marketing Technology at SHIFT Communications @cspenn | @shiftcomm

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Why are you here?

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#GoogleConf @cspenn

#GoogleConf @cspenn

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Role of Advertising

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Strategy What to do, how to do it

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(Goals x Methods) time -> t

lim env -> e

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List Offer Creative

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WIIFM

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Headline of 25 char. Line one of 35 char. Line two of 35 char. URL

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Simple Unexpected Concrete Credible Emotional Stories

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Measurement

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What to measure

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Ads are more than clicks

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The Magic Money Chart!

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Measuring great ads

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Takeaways Use AdWords to amplify or take control: Be there, be relevant, be optimized 3 ingredients for a great AdWords campaign: List, Offer, Creative What to measure: Business goals, conversions, diagnostic metrics Getting started: google.com/partners

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Get Started! And Q&A…