1. SEM w/ Google AdWords The Big Picture, Some Details, Dealing with the Client Jim Jansen College of Information Sciences and Technology The Pennsylvania State University jjansen@ist.psu.edu

2. What is Keyword Advertising? Keyword Advertising (a.k.a., sponsored search) is an advertising medium, typically driven from search engines and/or directories. –The model typically follows a cost per click model, only charging a fee for visitors that reach your website. –Sponsored Search ads appear two ways: search placement and content placement. Ads within search placement appear when searchers search for a particular term that you have elected to purchase. Ads appear within the content placement model when relevant content is served from the search engine partner (news sites, industry sites, etc.) Cost Per Click (also known as CPCP) enables you to list your site at the top of search engine results by advertising on keywords that best describe your product or service.

3. The Sponsored Search Process Advertiser creates an account Advertiser chooses keywords to link searchers to products Ad displayed on search engine when one of the keywords is searched Pricing based on keyword. Advertisers bid to have higher ad placement based on keyword Advertisers only pay the search engine when an ad is clicked on

4. 4 Who Offers Sponsored Search? 1.Google AdWords https://adwords.google.com/select/ https://adwords.google.com/select/ 2.Yahoo Sponsored Search http://searchmarketing.yahoo.com/ http://searchmarketing.yahoo.com/ Paid (PPC, Sponsored)

5. 5 3. MSN Search Advertising http://advertising.microsoft.com/search-advertising http://advertising.microsoft.com/search-advertising Google by far the largest in market share

6. Great Readings for Getting Started with Keyword Advertising Google AdWords Tips for Beginners (short, good articles) http://www.squidoo.com/google_adwords_guide_beginners_tips http://www.squidoo.com/google_adwords_guide_beginners_tips Bruceclay.com provides an CPC Methodology (not just limited to Google) available at http://www.bruceclay.com/web_ppc.htmBruceclay.com http://www.bruceclay.com/web_ppc.htm AskHowie (Author of AdWords for Dummies) http://askhowie.com/ http://askhowie.com/ Google AdWords Learning Center http://www.google.com/adwords/learningcenter/ http://www.google.com/adwords/learningcenter/ 6

7. For more information visit AdWords Demos and Guides https://adwords.google.com/select/library/index.html https://adwords.google.com/select/library/index.html

8. AdWords Versus AdSense

9. Take a quick (10 screen) AdSense Tour at http://www.google.com/services/adsense_tour/index.html http://www.google.com/services/adsense_tour/index.html

10. Reasons to Use Google AdWords for Sponsored Search 1.TARGETING/REACH –Engage potential customers at precisely the right moment — when users are actively searching for information. –Expanded network - AdWords not only displays on the main Google.com home page but also on partner networks such as Aol.com and Ask.com –Local and regional targeting - Set your ads to appear only to people searching in a particular state, city, or region. It is easy to target online customers within 25 miles of your front door. –Local business ads - Get noticed on Google Maps. People searching for information related to your business will see your location, contact information, and an image of your choosing highlighted on a map of your area.

11. Reasons to Use Google AdWords for Sponsored Search 1.BUDGETING - Fully control your ad budget –You can choose to pay for ad clicks (CPC) or for impressions (CPM). –Because you can choose your own CPC or CPM amounts, you decide how much to pay each time someone clicks or views your ad. –There's no minimum spending limit. In addition, you can set a maximum daily spend (daily budget) that the AdWords system won't exceed. –You can edit your budget settings at any time.

12. Reasons to Use Google AdWords for Sponsored Search 3. FLEXIBILITY/CONTROL: –You can edit an existing ad, then see your updates within 15 minutes. –You can edit your account at any time, as often as you like. AdWords is available 24 hours a day, 7 days a week. –Ads start running for the first time almost immediately after you activate your account with your credit card or direct debit information.

13. Where do Appear? As a Google AdWords Customer, you can choose for your keyword- targeted ads to appear on: a) Google Search Network (alongside or above the search results), and/or b) Google Content Network (content sites and on other products and blogs) –The Google Network is the largest ad network available online, reaching nearly 80% of US Internet users. 13

14. Google’s Network Google’s Search Network Partners Google’s Content Network Partners Google’s Gmail

15. Two Types of Campaigns Keyword-Targeted –Advertisers run ads on Google.com and across the entire Google Network Site Targeted –Advertisers choose individual sites in the Google content network 15 Standard and most popular type

16. It is at the campaign level where you determine whether or not to show ads on the Google Network

17. There are several layers to an AdWords account, each with its own components: Account: An AdWords account can contain up to 25 campaigns –Campaign: Each campaign can have up to 100 Ad Groups Ad Group: Each Ad Group combines keywords with the ads that will show when those keywords are searched on Google. Therefore, you can have a max of 2,500 ad groups within one account. 17

18. Account Campaign ACampaign B Ad Group 1Ad Group 2Ad Group 3Ad Group 4Ad Group 5 You will need to develop strategy at both the CAMPAIGN level and the AD GROUP level

19. That’s enough to get you started Let’s talk about your client

20. Dealing with the Client? The sooner get with your client the better! –You can tailor in-class exercises to specifically your client –Your ‘mind’ can be working out of class on client relationships (serendipity) –Have more time to understand your client’s organization and vertical –There is just no downside Things to consider about a client (big things) –Market size (what is the demand? What is the competitor?) Check search volume using Google Insights http://www.google.com/insights/ http://www.google.com/insights/ Do some keywords searches on Google; how many ads appear? –Average spend –Total dollar volume (market size demand x average spend) 20

21. Finishing Up with the Client? Things to consider about a client (the details things) Client Access (to who?, to Web Master?, to CMO?) and Involvement (are they enthusiastic about your marketing effort?) Understanding your Client –What are they after? (i.e., What is goal of the campaign? What is a convert for them?) –How long is it going to take you to understand your client’s organization? –Do you believe in the client, their organization, and service/product? –Appoint someone on your team who’s primary role is *client relations*! (keeping client updated with reports, being the face of your team, keeping the client involved) The Most Important Thing To Determine is … –What is a convert? (everything else about your marketing and advertising effort flows from this) 21

22. To Do Getting to know your client (consider the factors we just discussed, what you know about AdWords, your budget, your interests, your team’s expertise, and the details of Google Grants) Pick a client relations manager (note: everyone is involved in client relations and AdWords, but one person primary) Get a Work Breakdown Structure (WBS), times, and responsibilities (i.e., GANNT chart). Some things to do: –Initial client contact –Explain the campaign (actually sell the campaign!) to client –Understand the client’s organization, service/product, and expectations –Set-up correspondence schedule (some clients may like a lot; other might not want to hear from you much) –Determining Campaign tools (Google Analytics, client Web data, Website access) 22

23. Okay, a lot to do Let’s get going Goal is campaigns up NLT than Monday 28 September (each person on team in charge of one campaign, at least) Team leaders, remainder of class time is yours

24. Thank you! (reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University jjansen@ist.psu.edu