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