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Adwords Campaign Management

Adwords Campaign Management






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    Adwords Campaign Management Adwords Campaign Management Presentation Transcript

    •  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
    •  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
    •  Settings
    •  Settings
    •  Settings Targeting Options – Campaign Level only Country, State, City, Zip Code, Custom
    •  Account Structure: Using 1 Campaign & 1 AdGroup
    •  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
    •  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
    •  Site Exclusionsfor ContentCampaigns
    •  No bid strategy Bids set at Campaign level Bids set too high for budget▪ $10 bids with $10 daily budget = no clicks
    •  Tracking: Not using ConversionTracking
    •  Tracking: Not testing tracking
    •  Tracking: Not using Auto-Tagging for GoogleAnalytics
    •  Ad Copy No Benefits/UVPs No Feature Description No Call to Action No Relevancy
    •  Ad Copy Running only 1 ad Default “optimize” setting
    •  Poor Landing Pages Broken pages All traffic to homepage Irrelevant pages No clear Call to Action
    •  Don’t Set & Forget! Setup Automated Alerts
    • 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
    • 2. Know what success looks like What is the maximum you are willing to pay perlead? Does quality or quantity matter most?
    • 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?
    • 4. Do the Research Don’t just guess!▪ Adwords KeywordTool▪ ContextualTargetingTool▪ AdwordsTraffic Estimator▪ Analytics
    • 5. Communicate the right message Drive users to take the action you want Emphasize benefits, UVPs, offers, credibility, etc. Call to Action
    • 6. Track,Track,Track FREE tracking – Adwords ConversionTracking,Google Analytics PhoneTracking
    • 7. Measure, Measure, Measure Are you hitting your goals?
    • 8. Don’t Set & Forget Continuously optimize to reach goals
    •  ContextualTargetingTool
    •  Call Metrics
    •  Conversion Optimizer
    •  Adwords Campaign Experiments - ACE
    •  Search Funnels
    •  Sitelinks
    •  Remarketing
    •  Remarketing
    •  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)