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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