When Organic Doesn’t Cut ItJoanna G. Mullally

COM 585: Managing Your Web PresenceDecember 7, 2011

Agenda•What is it?•How does it work?•How do I get started?•How do I know it’s effective?

What is it?It’s paid search.

What is it?It’s PPC and CPM advertising.

Pay-Per-Click Cost-Per-Thousand

What is it?It’s a cash cow.

What is it?It was Bill Gross’ idea.

How does it work?You pay to appear.

OrganicPaid

PaidSearch Terms

How does it work?You pay on a bidding system.

How do I get started?Setting up an account is easy.

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How do I get started?Setting up an (effective) campaign isn’t as easy.

How do I know it’s effective?Two words: Google Analytics.

Thanks for listening!

Content Based On:•Reggie (2011). PPC vs CPM ads, What converts better? Retrieved on December 1, 2011.•Wikipedia (2011). AdWords .Retrieved on December 1, 2011.•Google’s YouTube Channel (2011): Google Business. Retrieved on December 1, 2011.

Creative Commons:•Attribution, Non-Commercial•Joanna Mullally: University of Washington