1. Ad(vertising)s Jim Jansen College of Information Sciences and Technology The Pennsylvania State University jjansen@ist.psu.edu

2. First, recap of daily logs Learning goals -> implementation of keyword advertising (you’re in the right course!) Teams generally got off to a good start and moving along on selecting clients (few teams still looking) Need to get a better understand of a convert (that will come!) Keyword selection was generally good for this point in the course, so positive there!

3. Some admin and review Teams: everyone needs to do the individual exercises; engage in follow-on discussions; and contribute in a meaningful way to the team’s effort, while at the same time realizing that it is a collaborative effort Keywords, a point of clarification – no terms can be used in more than one Ad group

4. Keywords Across Ad groups Ad group Chicken chicken fried steak [chicken fried steak] “Johnny’s chickens” Ad group Eggs fried chicken eggs and steak [fried chicken eggs] “Johnny’s chicken eggs” chicken fried steak & fried chicken eggs and steak = X [chicken fried steak] & [fried chicken eggs] = OK “Johnny’s chickens” & “Johnny’s chicken eggs” = OK Let’s look at two Ad groups in a campaign (Chicken and Egg) it depends on the matching option that you use!, not just the terms

5. Again, the keyword selection process is critical to the success of your keyword advertising effort!

6. Think of it as looking for the perfect keyword, which would … Cause an ad to appear for every potential customer Prevent an ad from appearing to all unlikely customers Show every potential customer the perfect ad

7. Now, let’s talk about those ads!

8. Ads in AdWords for Advertising 1.Google launched AdWords in 2000. 2.30 minutes after launch the first ad appeared. 3.It was “Live Mail Order Lobsters” 4.There are now millions (if not billions) of advertisements showing on Google AdWords. 5.A $24 billion … with a b! … revenue stream for Google in 2009 6.More than $40 million/day!

9. Think of this as product or service lines (e.g., cars vs. trucks, cakes vs. cookies, etc.) Think of this as your SMB (i.e., car dealer, bakery, etc.). Think of this as individual product or service (Kia Spectra, bran muffin, etc.)

10. Today we focus on the ads, which are the welcome, the directions, and the path to your customer’s business

11. How do these little ads generate so much cash? Let’s find out ….

12. Keyword Advertising Exercise 1.Individually, think of a product that you would like to purchase. 2.Go to Google and search for this product. 3.Review the first couple of results pages. 4.Find an AdWords ad that you believe is well written. Be prepared to discuss why. (jot down some notes) 5.Find an AdWords ad that you believe is not well written. Be prepared to discuss why. (jot down some notes) You have 10 minutes. Begin

13. Okay, lets discuss …

14. What makes a good ad?

15. Writing Ads for Keyword Advertising Your ad has three goals, which are: –Generating clicks from potential customers (i.e., these are the people you want, they can generate revenue) –Discouraging clicks from unlikely customers (i.e., these are the people you don’t want, they cost us money with little chance of generating revenue) –Setting customer expectations for the landing page (i.e., want a positive customer experience, this is very important for the convert!)

16. Think of it in terms of writing the perfect ad, which would … Cause every potential customer to click Cause every unlikely customer to not click Take every potential customer that did click to the perfect landing page

17. Where do ads appear? … … on the search engine results page in response to a query

18. North East

19. How important is writing a good ad?

20. Or, as Howie Jacobson says … Every ad is a promise. The promise goes like this: “Click me (and ignore everything else on this page) and you’ll get [this]” The [this] is the reason they click your ad. Promise [this] explicitly (e.g., Free download or Canon PowerShot SD780 $279 Free Shipping or Complete Guide to Garlic-Scented Candles) Promise [this] implicitly (e.g., Landing Page optimization system. Achieve maximum CTR with science. www.sitespect.com).

21. Look at it this way,.. For every query, …

22. Your ad has … ~ 2 inches ~ 1/2 inch = 1 square inch = 1 second … to get a potential customer’s attention

23. What are the mechanics of an ad?

24. Writing Key Words Ads You get 4 lines of 25, 35, 35, and 35 characters Line 1 (headline): Make the potential customer read the second and third lines Line 2 and 3: Set expectations for what is on the landing page Line 4: Points to a relevant landing page and establishes trust

25. Successful Ads for Keyword Advertising 1.Clear and well written. 2.Keywords in the title. 3.An action verb (i.e., a call to action). 4.Include some details (i.e. price, sales, etc.). 5.Capitalize keywords in the URL (i.e., www.JimJansen.com). 6.Choose destination URL that points to good landing page.

26. Some Good Sources for Ad Advice Writing Targeted Ad Text https://adwords.google.com/support/aw/bin/static.py?pa ge=guide.cs&guide=22792&topic=22800&subtopic=23 070 https://adwords.google.com/support/aw/bin/static.py?pa ge=guide.cs&guide=22792&topic=22800&subtopic=23 070 How To Write Your Google AdWords Ads http://www.adwordshowtos.com/learn/write-google- adwords-ads.html http://www.adwordshowtos.com/learn/write-google- adwords-ads.html 31 Killer Writing AdWords Ads Tips http://www.googlelady.com/416/10-killer-headline- adwords-tips/ http://www.googlelady.com/416/10-killer-headline- adwords-tips/ Your Text (Marketing and Advertising Using Google, Lesson 3)

27. Keyword Advertising Exercise 1.Select the top 5 keywords from one of your Ad group from your campaign 2.Search on Google and analyze the competition’s ads. (note: see Ad Diagnostic in AdWords opportunities) 3.Things to look for: structure, tone, promise, variation, features, price, trust, and call to action. 4.Once done, discuss with your teammates: How will you make your ads different and better? You have 30 minutes. Begin

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