1. DAY CAMP Today’s Quick Win: Intro To Paid Search in 30 Minutes

2. Meet our guests! @fortin Drew Fortin Marketing Manager @cunninghamkelly Kelly Cunningham Inbound Marketing Consultant @briggsnh Mike Briggs VP Search at Website Publicity Group

3. 5 Week Paid Search Webinar Series 7/13 | Intro to Paid Search 7/20 | How to set up a Google Adwords Account 7/27 | Campaign Management w/ Adwords Editor 8/2 | Performance Metrics & Optimization 8/10 | Advanced Tactics (Q&A Panel)

4. Housekeeping A recording of today’s webinar, as well as the following resources will be posted to camp.hubspot.com: 1.Intro To Paid Search In 30 Minutes blog post on camp.hubspot.com/blog 2.Paid Search Resources and Education

5. Today’s Goal & Agenda GOAL: Provide you with an overview of marketing with paid search in 30 minutes AGENDA: For the next 30 minutes, we will walk you through the following items: What is paid search? How it works? How can you benefit?

6. 6 WHAT IS PAID SEARCH

7. 7 Paid search – “A type of contextual advertising where website owners pay an advertising fee, usually based on click- throughs or ad views to have their Web site search results shown in top placement on search engine result pages.” – webopedia.com

10. 10 Flickr Photo Credit: Juophoto

11. Content Network 11

12. 12 HOW SHOULD YOU USE IT

13. Test Landing Pages & Offers 13

14. Testing Landing Pages & Offers 14

15. Finding New Keywords 15

16. Get In The Game 16

17. Sometimes this is just as good. 17 Flickr Photo Credit: Images_of_Money

18. Compliment Inbound Marketing Efforts 18

19. 19 HOW IT WORKS

20. Elements of Paid Search 20 tennis shoes best tennis shoes discount tennis shoes red tennis shoes

21. Pay Per Click (PPC) 21 Flickr Photo Credit: Darren Hester & Juophoto

22. Auction Style Bidding 22 Flickr Photo Credit: auction-cars.net

23. Get In The Game 23

24. Keyword Match Types 24 Exact Phrase Broad [red mens tennis shoes with velcro] “mens tennis shoes” mens velcro shoes

25. Account Structure = Efficiency 25 tennis shoes best tennis shoes shoes for tennis red tennis shoes Campaign Ad Group Keywords Tennis ShoesShoes walking shoes black walking shoes mens walking shoes walking shoes for women Walking Shoes red polo shirt golf polo shirt polo shirt for golf button down polo shirt Polo Shirts Shirts Ad Copy

26. Account Structure = Efficiency 26 tennis shoes best tennis shoes shoes for tennis red tennis shoes Campaign Ad Group Keywords Tennis ShoesShoes walking shoes black walking shoes mens walking shoes walking shoes for women Walking Shoes red polo shirt golf polo shirt polo shirt for golf button down polo shirt Polo Shirts Shirts Ad Copy $300/day $200/day $500/day

27. Ad Copy (25, 37, 35, 35) Title Display URL Description 1 Description 2 http://www.hubspot.com/the-science-of-blogging/? utm_medium=cpc&utm_source=Google- PPC&utm_campaign=search+blogging&utm_cont ent=Blogging+For+Business&utm_term=blogging %20for%20business Destination URL

28. Common Metrics Impressions Clicks Conversions Click Through Rate Conversion Rate Cost Per Click Cost Per Acqu. % $$

29. Always Go For Quality (Score a 10!) Quality Score Factors: Historical clickthrough rate of keywords and ads Your account history (ALL keywords and ads EVER) The historical CTR of the display URLs in the ad group Landing page quality and relevance Keyword relevance to the ads in its ad group Keyword & matched ad relevance to specific search query Account performance in geo region where ad is shown Other relevance factors

30. Paid Search In One Minute PPC bidding Account structure is critical Go for quality and save $$$$$ Easy to waste money Compliment inbound marketing You don’t have to go it alone 30

31. Useful Paid Search Resources o http://www.ppchero.com/ http://www.ppchero.com/ o http://searchengineland.com/ http://searchengineland.com/ o http://searchenginewatch.com/ http://searchenginewatch.com/ o http://adwords.blogspot.com/ http://adwords.blogspot.com/ o http://adwords.google.com/support/ http://adwords.google.com/support/ o http://www.seroundtable.com/ http://www.seroundtable.com/ o http://www.alexlcohen.com/search-marketing/2009/01/05/26- useful-paid-search-blogs/ http://www.alexlcohen.com/search-marketing/2009/01/05/26- useful-paid-search-blogs/ 31

32. 5 Week Paid Search Webinar Series o 7/13 | Intro to Paid Search o 7/20 | How to set up a Google Adwords Account o 7/27 | Campaign Management w/ Adwords Editor o 8/2 | Performance Metrics & Optimization o 8/10 | Advanced Tactics (Q&A Panel)