Google Adwords 101

32 Pages·2008·2.36 MB·English

Point It
Google AdWords 101
Presented by Jon Lisbin
206.973.5488
[email protected]
Topics
• About Us
• PPC Search Landscape & Trends
• Why PPC Search is effective
• What it looks like
• Campaign Structure & configuration tips
• Keyword Development
• Competitive Research Tools
• Quality Score
• Google Analytics
• Click Fraud
• Couple of Case Studies
About Point It!
• Seattle-based Search
Engine Marketing Firm
• 14 team members
• Servicing mid-market
firms and new ventures
• Incorporated April 2002
Our Clients
Search Landscape
Advantages of Paid Search
• No minimum spend
• You choose your own maximum daily spending limit (daily budget)
• Choose how much you want to spend per click for every keyword
• Pay Google for users who click on your ad
• More cost-effective than Yellow Pages, Banner Ads & Direct Mail*
• Conversion tracking = real-time return-on-investment data
** U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (SafaRashtchy), June 2004
Effectiveness of Paid Search
40%
Search
* U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (SafaRashtchy), June 2004
Are Marketers Cutting Back
in a Down Economy?
• eMarketer estimated in August 2008 that online
ad spending would reach $24.9 billion this year,
down slightly from its March forecast. That still
represents 17.4% growth over 2007.
Where are Online Marketing
Dollars Going?
Paid Search Placements