In this extra session I attended the team from Google Univarsity ran through the advantages of using Google Adwords and how to set it up.

To keep it short, here is the basic gist of the session:

Why advertise online? (UK stats)
60% of UK households have internet
10% growth in Internet households in last 3 years

• users spend +- 2 hours to shop online

• changing face of advertising: from outdoor > press > radio > tv > online display > seach ads > blogs
• from generic push to personalised pull
• 25 million Google search customers
• Google advertising network is the biggest advertising network in the UK – 1 million daily ad exposures
• you have full control over your ads
• you can target geographic locations
• relevant ads gain higher rankings
• key principle
  quality score = relevance
  higher ranked ads get more clicks
  Ranking = Max CPC x Quality score
• Good quality score leads to a low Minimum CPC
• the stronger the quality score, the more clicks for less
• when clicks count as most relevant, quality score goes up – the more relevant the ads, the more users will click and continue to click
• include strong call to action – book now fro instance.