Intro & Outline

• Basic Concepts• Keyword Research• Step by Step Campaign Setup• Ad Writing• Common Mistakes to Avoid• Landing Page Design• Tips & Sharing• Resources – Learn more!

What is Google Adwords?

• PPC (Pay Per Click) Advertising▫ You don’t pay (to Google) unless people click on your ad…▫ Highly Targeted Advertising – Only appear when people

search for it

Reach

Access to ~80% of Internet users worldwide

Cost

Low costs for high ROI Pay Google when users click on your ads

Timing

Ads are seen by users looking to purchase Reach your audience at the right time, with the right

message

Flexibility

Start advertising quickly Unlimited changes, whenever you want You can target ads to the specific location & language of your

customers

Benefits of Adwords

Why Use Google Adwords?

Click Through Rate (CTR)

•As mentioned above, PPC click-through rate is the rate at which your PPC ads are clicked. This number is the percentage of people who view your ad (impressions) and then actually go on to click the ad A click through rate calculation looks like this:

•Click Through Rate = (Total Clicks on Ad) / (Total Impressions)

Impression and Pay Per Click

•Impressions =This is the number of times an ad is displayed on Google or the Google Network.

•Pay Per Click =advertising, of which Google Adwords is the most popular form of pay per click online advertising for small businesses

Quality Score

Landing Page

•Landing page Your landing page is the page where users 'land' when you they click your ad This is also called your destination URL. 

Basic Concepts•Benefits of Google Adwords?

▫Fastest way to promote your products / services

▫Very Targeted & Specific▫Get your Prospect to find you (No cold

call!)Right Message > Right People > Right Market > Right Time

Basic Concepts

•Who can use?▫Anybody (Google Account & Credit Card

needed)▫Suitable for Direct Response Ad▫Not recommended for Branding

•Where?▫Anywhere, Anytime!

Basic Concepts

•How much does it cost? ▫No fixed price

•Google provide estimated cost per click▫You only know after the clicks happen▫Good news is – You are in Control

No Minimum Spend You control your budget You control Maximum Cost Per Click Pause/End the campaign anytime

Terms• Max CPC: Maximum Cost Per Click– Maximum price you are willing to pay for particular keyword eg. $2

for the keyword “iphone leather cover”

• CTR: Click-Through Rate– Number of Clicks/ Number of times your ad shows up

Terms• Landing page:

▫First page where the visitors see after clicking on your ad

Google AdwordLanding Page

Getting Started•Understand your Target Market:

▫Who are they? Where are they (country)?▫What website / forum they normally surf?

•What is your Main Keywords?▫Write down 5 keyword phrases based on each

your product & services▫Don’t use single keyword because it is too broad▫Preferably 2~5 keyword phrases (indicate

buying interest)!

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