Thanks for joining today’s workshop, “Generate Leads with Google AdWords^TM” Today’s workshop is the fourth in a series of education and training sessions which we will provide to you over the course of the year. Last month, we discussed TA selling best practices (Link). We hope that these workshops will help enable you to effectively scale your TA business. As you know first-hand, the TA business cycle is an iterative and ongoing process. In our workshops, we will provide training and tips on important topics spanning the entire TA business cycle, from planning your TA business strategy to retaining your clients after a sale.

TA Business Cycle

1. Planning Your TA Strategy

2. Generating Client Leads

3. Qualifying & Closing Leads

4. Selling Client Product

5. Retaining Clients

To ensure you are aware of future workshops, please sign up for the TA News Group (Link). Also, for more TA education, please visit our new TA Education & Training hub at Link.

In today’s workshop on lead generation, we will be talking about a brand new marketing promotion available for Trading Assistants. eBay and Google have collaborated to provide TAs with an effective means to help you generate new client leads through Google AdWords^TM. Over the course of the next hour, we will provide an overview of the program, discuss how it can help you quickly and cost-effectively generate new client leads, and share how Google will financially support your campaign to the tune of $50 to help you get started. We will also provide detailed instructions on how to enroll in the program and start setting up your AdWords campaigns. As always, we will post some prepared content, but we encourage you to share your own learnings with others during this workshop. Also, please feel free to jump in with questions along the way.

In addition, we will have 2 people from Google – Frederick Vallayes, Online Product Specialist, and Tracy Lee, Google AdWords Associate – joining us for the duration of the workshop. Please feel free to ask questions!

Cheers!

Katie & Walt

1. PROGRAM BACKGROUND & OVERVIEW

Keyword advertising has become an increasingly popular marketing tool for people looking to connect with others via contextual advertising. Most of you have probably seen keyword advertising before, such as the “Sponsored Links” which often appear on the upper-right side of Google search result pages. For those of you who are not as familiar with keyword advertising, we’ll provide a quick overview, in the context of Google’s AdWords^TM program.

What is Google AdWords?

Google AdWords is a quick and simple way to purchase highly targeted cost-per-click (CPC) advertising, regardless of your budget. AdWords ads are displayed along with search results on Google, as well as on search and content sites in the growing Google Network, including AOL, EarthLink, HowStuffWorks, & Blogger. On Google, these ads consist of four lines of text which include a title, ad copy, and your URL line. For example:

Sony Electronics

Great buys on sony electronics.

Shop eBay today and save!

search.ebay.com

To see an example of a Google search results page for the keywords “dell laptop,” and the resulting AdWords placements on the right side of the page, please click this link: Link. You can return to this workshop by hitting the “back” button on your browser.

How does AdWords work?

When you create a Google AdWords ad, you choose keywords for which your ad will appear and specify the maximum amount you're willing to pay for each click. You only pay when someone clicks on your ad. To save you even more money, Google’s AdWords Discounter automatically reduces the actual CPC you pay to the lowest cost needed to maintain your ad's position on the results page.

What are the benefits of using AdWords?

Google AdWords aims to provide the most effective advertising available for businesses of any size. AdWords helps you meet your customer acquisition needs by enabling you to:


• Reach people looking for your product or service (e.g., prospective TA clients!)

• Fully control your ad budget

• Easily create and edit your ads

• See your ads on Google within minutes of creating them

• You'll also have 24/7 access to detailed performance reports that help you track the effectiveness of your ad campaigns

For more information on the advantages of using AdWords, please click here Link and here Link

To view a glossary of key terms you will see throughout this presentation and in Google instructions, click here: Link

buyingstore - Glad you could join us!