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Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
Ad words campaign management
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Ad words campaign management

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  • 1.  Started working in PPC in 2006 Joined SEER Interactive in 2007 Started in 2002 as SEO Agency SEO, PPC & Analytics focused Adwords & adCenter Qualified Company Spearhead 12 person PPCTeam All Adwords & adCenter Qualified Follow me @Crystala Email me Crystala@seerinteractive.com
  • 2.  Internet advertising model on search enginesand content networks where advertisers onlypay when a user CLICKS on an ad. PPC = Pay per Click CPC = Cost per Click
  • 3.  Settings
  • 4.  Settings
  • 5.  Settings Targeting Options – Campaign Level only Country, State, City, Zip Code, Custom
  • 6.  Account Structure: Using 1 Campaign & 1 AdGroup
  • 7.  Keywords: Only using Broad Match [Free trial] – query much match exactly “Free trial” – query must contain phrase +FreeTrial – query must contain free +Free +Trial – query must contain both free & trial; anyorder FreeTrial – query can be relevant, or similar
  • 8.  Keywords: Not using Negatives Keyword Negatives for Search Campaigns Negative MatchTypes▪ Broad, Phrase, Exact▪ Free trial – excludes terms with both terms▪ “free trial” – excludes terms with phrase “free trial”▪ [free trial] – excludes terms that match [free trial] exactly
  • 9.  Site Exclusionsfor ContentCampaigns
  • 10.  No bid strategy Bids set at Campaign level Bids set too high for budget▪ $10 bids with $10 daily budget = no clicks
  • 11.  Tracking: Not using ConversionTracking
  • 12.  Tracking: Not testing tracking
  • 13.  Tracking: Not using Auto-Tagging for GoogleAnalytics
  • 14.  Ad Copy No Benefits/UVPs No Feature Description No Call to Action No Relevancy
  • 15.  Ad Copy Running only 1 ad Default “optimize” setting
  • 16.  Poor Landing Pages Broken pages All traffic to homepage Irrelevant pages No clear Call to Action
  • 17.  Don’t Set & Forget! Setup Automated Alerts
  • 18. 1. Start with the end in mind What is your business objective? What ACTION do you want people to take? The end goal is NOT to drive traffic
  • 19. 2. Know what success looks like What is the maximum you are willing to pay perlead? Does quality or quantity matter most?
  • 20. 3. Know your Business Target Audience▪ Are they only in the US? Only in Maryland? Only inBaltimore?▪ Are they women? Men? Seasonality▪ Do sales peak in Summer? During the Holiday? Focus▪ Is there a particular product or serviceyou want to focus on?
  • 21. 4. Do the Research Don’t just guess!▪ Adwords KeywordTool▪ ContextualTargetingTool▪ AdwordsTraffic Estimator▪ Analytics
  • 22. 5. Communicate the right message Drive users to take the action you want Emphasize benefits, UVPs, offers, credibility, etc. Call to Action
  • 23. 6. Track,Track,Track FREE tracking – Adwords ConversionTracking,Google Analytics PhoneTracking
  • 24. 7. Measure, Measure, Measure Are you hitting your goals?
  • 25. 8. Don’t Set & Forget Continuously optimize to reach goals
  • 26.  ContextualTargetingTool
  • 27.  Call Metrics
  • 28.  Conversion Optimizer
  • 29.  Adwords Campaign Experiments - ACE
  • 30.  Search Funnels
  • 31.  Sitelinks
  • 32.  Remarketing
  • 33.  Remarketing
  • 34.  Adwords Blog: http://adwords.blogspot.com/ Google Ads - Ad Innovations:http://www.google.com/ads/innovations/index.html AdCenter Blog:http://community.microsoftadvertising.com/blogs/advertiser/default.aspx? Best PPC Blogs: http://www.boostctr.com/blog/paid-search/best-ppc-blogs PPC Mind Meld: http://ppcmindmeld.com/ Twitter: #ppc, #adwords, #adCenter, #ppcchat (Tuesdays 12pmEST)

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