In this session, Mark Stedman of Latin America Mission covered some ways to optimize your use of pay per click Google ads.
made the point that the more specific you can be, while still being relevant to what your site actually entails, the better the ratio is between ad impressions vs. click-through visitors.
For instance, instead of using a broad keyword, you can save money by having a more specific modifier with it.
gave the example of using the term "missions," when there are also missions in outer space.
In that case, adding a modifier would increase relevancy, such as "international missions," which would be more likely to pertain to missionary work.
Overall, it was very informative since I have never looked into any types of pay-based advertisement.
session was cut a bit short, due to Google
taking their pay per click service offline for maintenance, when Mark
was attempting to show how to use it.
After the conference officially concluded, I went to Giordano's
for authentic Chicago pizza with Larry Tomlinson, Mark Stedman
and Scott Johnson.
Mark had given the presentation on purchasing Google ad-words, and works for Latin America Mission in Florida.