1.Understanding Google AdWords Reach and Strategy Darren Carter, MD Principal, NYC SEMSouthwest Brooklyn Industrial Development Corporation January 15, 2014

2. Goals Introduce you to Googles social,measurement & marketing platforms Discuss the Search, Display and Video pay-per-click (PPC) networks Include some best practices Leave quick takeaways & resources 3. Google+ for Business Google+ social media platform withmore views than Facebook Google+ for business adds Yellow Pages Interact & encourage reviews Claim your page today at http://www.google.com/+/business 4. Google+ for Business 5. AdWords Is Marketing Not SEO Display & Video Search &Remarketing Remarketing 6. AdWords Benefits Pay-per-click = pay-as-you-go Budget controls Geotargeting Can transfer to campaigns toBing Can measure success 7. Google Analytics Free technology to understandwebsite performance Profile your visitors Measure leads Calculate return-on-ad-spend 8. Google Analytics 9. AdWords Search Most powerful network due to intent Click-through-rates from 2%-25% Best practices Aim for quality scores of 7+ Match keyword to ad copy & landingpage A/B test ad copy Negative keywords Use ad extensions 10. SERP TrifectaSearchOrganic Local/+ 11. Branded Keywords Always create a branded adgroup High CTRs = high quality scores List trademarks with Google Prevents competitors from using yourbrand Add competitors brands as negative keywords Searcher intent Trademarks Poor quality score 12. Branded Success Call, review & sitelinks extensionsprovide comprehensive marketing message Campaign returns 12000%! 13. Product Listing Ads Uses product feed Several advantages Visual Pricing Dynamic Use feed in othercomparison engines 47% higher CTR 14. Display Network Reaches 90% ofpeople on the internet Text, image, Flash, video & rich media ads Expected CTR 0.1% Never combine with Search 15. Display Network Placements Interests & Remarketing Content Gender or Age Topics Any combo or just adjust bids 16. Video Network Integrated acrossYouTube & Display YouTube is 2nd largest search engine Video views < $0.10 & clicks included Remarketing possible 17. YouTube TrueView In-Stream Pay only after visitor watches 30 secondsor the whole video ad if