So You Want To Run a Pay-per-Click Campaign?
by: Patricia Brusha
A Humorous look at running a Google Adwords Campaign. A play by play of Google Adwords translated by a Google Certified Professional.
According to Google, all it takes is $5.00 and a credit card and you can begin to run your own Pay per Click campaign. What they neglect to tell you is that you need to learn an entire new language to understand how to manage Google Ad Words. When I first had the idea to write this article, I had thought of creating a handy desktop guide to explain Google acronyms for PPC - Sort of a “Google for Dummies.” (There actually is such a book under that title available, imagine that!)
Somehow listing a whole page of letters and definitions didn’t seem like it would make for very interesting reading. So I decided to address some of the most common definitions and discuss the overall mechanics of a Google campaign. I recently passed the Google Certified Specialist Exam, which was quite a feat given I failed it the first three times! After he heard that, a friend of mine asked “Is the test that hard?” I responded by saying, “Are you asking is the test that hard, or are you really saying are you that dumb!”
Truth be told, the test is hard, and so is managing an Ad Words campaign. Unless playing around with words, budgets and bids is your passion, stay away from trying to do it yourself and hire a professional.
In the meantime, let’s talk about what you do get started in case you want to jump in yourself. (Do you have your credit card ready and at least a $5.00 limit???) In the spirit of the “Dummies” book we will start at the very beginning to show where to find Ad Words. (Definition-Google’s Name for their Pay per Click Program).
Go to www.google.com and below the search bar you will see a link that says “Advertising Programs,” click that and be ready to enter the University of Google.
It is here you will find a plethora of information, everything you wanted to know and more about Google’s advertising programs. You have the choice to attend Ad Word “U” or Ad Sense “U”.
Today we will focus on Ad Words, and as warned previously do not be mis-lead by the simplistic line that says…Apply Online: Create ads and start managing your account – it takes just minutes. Learn more. Once you pass through the learn more link, be ready for what I refer to as a “Masters Program for Keywords.”
Here you have a choice; you can begin the education process and watch the demo or peruse the FAQ section. I advise that you grab a Starbucks before you look at the FAQ’s. Google will give you the top five questions:
Top 5 Questions
· What are keyword-matching options?
· How much does Ad Words cost?
· Why can't I see my ad?
· When do you bill?
· What is contextual advertising?
(continued...)
So You Want To Run a Pay-per-Click Campaign?
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About The Author
Patricia Brusha is the co-founder of www.acoupleofchicks.com, an Internet Marketing, Distribution Company. She has spent 26 years working in the Hospitality Industry in the United States and Canada in the fields of Sales, Marketing, Internet Distribution and Revenue Management. Patricia has been Co-Chairman of the HEDNA www.hedna.org. (Hotel Electronic Distribution Network Association) Distribution Management Committee for the past two years and is an active committee member on the HSMAI www.hsmai.com Internet Marketing Strategy Committee. Patricia has been on numerous industry panels including the Distribution Summit in Chicago www.eyefortravel.com and the Search Engine Strategy Conference in Toronto, www.searchenginewatch.com
Contact Patricia at:
Ph: 416-817-5595
solutions@acoupleofchicks.com
www.acoupleofchicks.com
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