Let’s not beat around the bush…if you use AdWords, you Google to see if, how, and where your ad comes up. Don’t worry, everyone does it.

While you know better than to click, did you know that simply by searching you’re still skewing your results? That’s right, your impressions! So even though you don’t click, you’re actually decreasing your CTR (click thru rate) by increasing impressions.

How can you stop skewing your results? Google was kind enough to create a tool for that: Ad Preview.

It looks similar to the Google search results, but doesn’t count as a conventional search.

Notice that you can also set your location to test how results change based on geographic location.

Nicki Hicks
Stop Skewing

Chris Copeland, CEO, GroupM Search, The Americas

We were in a media delivery world, but now a media discovery world.

Consideration funnel

• Awareness
• Consideration
• Preference
• Action
• Loyalty

Three forms of media today

• Paid
• Owned (website, PDFs, white papers, videos)
• Earned

Graham Mudd, Vice President Search & Media, comScore, Inc.

• Heavy searchers tend to be heavy social media users as well
• Social media users tend to be:
  - younger
  - more educated
  - enthusiastic
  - use internet more than non-social media user
• “exposed consumers” two times more likely to search
• influenced social + paid = significant CTR increase down the funnel
• searchfuel.com - white paper of research

John Antognoli, Senior Director, Account Management, M80

AdWords is Google’s paid search program – complete with an easy-to-use interface and, when campaigns are done correctly, can actually add to your conversions.

1. Do a keyword analysis. No ifs, ands, or buts about this one…unless you enjoy throwing away money.  Theoretically, that’s exactly what you’re doing if you choose keywords blindly.  Find out what your customers are searching for and target those keywords.  There are a ton of keyword research tools out there – both free and paid.
2. Set up your account.
3. Choose which is right for you: starter or standard edition.
4. Target the right customers. You have the option to target by language (if applicable) and geographic location.

   
   

5. Create your ad.

   
   Tips for creating ads:
   a.  Use keywords in your headline whenever possible.
   b.  Write a long paragraph about your business, then narrow it down to the main points.
   c.  Include negative or “filtering” language when applicable.
   d. Test, tweak, and track your campaign(s).

6. Choose your keywords. (Using a tool like Google’s AdWords Keyword Tool will give you an idea of competition for keywords and phrases.)
7. How much are you willing to spend? Per day?  Every time someone clicks on your ad?  You get to choose!

   
   

8. Define your campaigns based on:
   a.  Time restraints (for example, turn your ads off at night)
   b.  Demographics (age, gender, etc.)
   c.  Geographic Location
   d.  And more!
9. Track your conversions with Google Analytics and Placement Performance Reports from AdWords.

Paid Search in conjunction with Organic Search can really do wonders.  The key is simple: keep an eye on your stats and what your customers are searching for!

Nicki Hicks
People really DO click on the right side!