Paid Search:

  • Paid search often converts better than other online advertising mediums due to the ability to target consumers at the end of the decision making process.
  • Paid search requires minimal investment and can be started and stopped at any moment.
  • Paid Search operates separately from search and search engine optimization, but paid search and search engine optimization can complement each other.
  • You can’t specify a top position with paid ads, a top position ad is determined by a combination of quality score and bid amount.
  • What is quality score? Let Google Chief Economist, Hal Varian, explain:
  • Ads are clicked around 3% of the time since users usually scan a page first, and if they don’t find what they are looking for, they go to the ads next.
  • Branded terms are clicked 10%-15% of the time since the search is more relevant.
  • Many businesses do not have the ability to wait for months for organic traffic to increase and instead focus on paid search.

Paid Search Providers:

  • Google and MSN are currently the main paid search providers in North America.
  • MSN recently took over serving paid search advertising on Yahoo!
  • Yahoo! Still serves their own paid search ads in Europe and other countries outside of the U.S.

Google Adwords:

  • When creating ads in Adwords, the homepage is not always the most relevant landing page. You should send the user to the most dedicated landing pages.
  • Google will spend up to 20% above your daily budget, so keep this in mind when setting up your Adwords account. Even though this does not happen often, it can.
  • Radius search in Google Adwords is a tool that will allow you to spend your budget wisely, targeting your ads in the metro areas, cities, and zip codes you want them to display in.
  • It is best to rotate your ads evenly to see which ads are performing better than others.







  • Do not run a campaign using the Search Network and Display Network. You will want to separate these out into two different ad groups. Budget will be different for each since display ads tend to not convert as well.
  • When dealing with a small AdWords accounts, you may want to let AdWords control your bidding options and you can always change this later if time is a concern.
  • You can increase your keyword bid amounts during certain hours of the day.

Ex.  A deli that only serves lunch might want to increase their keyword bids from 11pm-3pm. or use day parting to only show ads during those times.



Ad Extensions:

  • Ad Extensions are very important and growing! They help ads stand out. Just because you set up an ad extension, it does not mean it will show. It depends on how relevant the ad is to the search.
  • Location ad extensions show your Google places account information below ad.
  • Product extensions can show links, images, or prices of the product below ad.
  • Site link extensions allow for a Contact Us or About Us page to show below the ad.
  • Call extensions work with a click to call phone number that is traceable. (extra $1 per click)
  • The social extension will show your Google plus account in your ad.
  • Mobile app extension will show your mobile application below your ad.

Google Adwords- Keywords and Ads

New feature: Keyword Matching Options (Strongly recommend doing this for all accounts so that your ads are showing up for common spelling errors and plural keywords.)



  • 3-5 ads within an ad group allow for good testing. A limited # of relevant keywords should be used.
  • 20 keywords would be too much for one ad group and quality score will be affected. The number of keywords really depends on the industry and data available.
  • Multiple tools should be used for keyword research since data can be misleading. (SEM Rush is a good tool to compare data.)
  • Match type can be spread across ad groups or contained within same ad group. Let your data determine best match type whether it is broad, “phrase” or [exact] match.
  • Consider using competitor’s domain names as a keyword to trigger your ad since the majority of people are finding sites through search instead of putting a URL in directly.
  • Ads are used to pre-qualify visitors to your website. They can be used to also weed out users that you do not want on your site.

Ex. Apartment that wants $5,000 a month for rent may include the price in their ads to make sure they are getting qualified leads.

  • Promotional codes in ad copy can make a user feel special and more inclined to click.
  • Specialized Ads: Allow you to place ads in Google Image Search and Youtube when creating an adgroup.
    • With AdWords Image Search ads, you create a standard text ad, but you also append an image that will appear next to the ad.




    • True-View In-Search ads allow you to promote your YouTube videos by displaying a thumbnail & and standard text ad within YouTube search.

Dynamic Keyword Insertion:

  • Dynamic keyword insertion is an advanced AdWords feature that dynamically updates your ad text to include one of your keywords that matches a customer’s search terms.
  • To use this feature in your ads, you insert a special piece of code into your ad text. Then, when a customer uses one of your keywords in their search, AdWords automatically replaces the code with the keyword that triggered your ad. This feature allows you to have one ad that appears differently to customers depending on their search terms, making your ads appear more relevant and useful.
  • {Keyword: In Home Care} = Default (put this in headline space)
  • “In Home Care” headline will be replaced with “Senior in Home Care” if that is what the user used as a search term.

Bidding Strategies:

  • Bidding is the most complex part of paid search.
  • Bidding should be customized for each individual business using real revenue.
  • Lead generation requires and acceptable cost per lead value.

Beyond Search:

  • Google enables image or text ads to be served on websites that have Google AdSense through the content network.
  • Content network should be its own campaign and very targeted.
  • Often converts at a lower rate than search campaigns.
  • Negative sites keep your ads from appearing on websites that do not convert.
  • Placement reports provide insight into where your ads are being seen.
  • Keep budgets low until your determine how effective your content targeting it is.

Useful AdWords Tools:


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