Setting-up a Google Ad Words
 pay per click (PPC) account

         Part B –
How to use Google Editor to
  structure the a...
Part B:1 -
Understanding the way that pay per
   click campaign is structured
Essential background knowledge
• PPC hierarchy
  – The differences and features between
    campaigns, ad groups and keywo...
PPC Hierarchy for Perfect Plumbers Ltd
                                                             Perfect
   Account    ...
Keyphrases Match Type
[Exact match]
  – Ads displayed when the exact words are typed in
Broad match
  – Ads are displayed ...
Increasing keyword relevancy will result in higher
            positions and a lower CPC
Google
  – Based on the max bid p...
Google Quality score
Influenced by:
  – Keyword and Ad text relevance (do they
    “match”?)
  – Landing page relevance an...
Quality score of
keyphrases for this ad
Selecting the right network
           and campaign type in Google
Networks
  – Google search only
  – Google Search + Sea...
Campaign settings
Campaign structure
  – Separate phrases into logical ad groups and campaign
    hierarchy – use campaign...
Part B:2 -
Planning your campaign structure
Planning your campaign –
       where will your ad be seen
• Networks
  – Google only
  – Google & search network (eg AOL)...
Planning your campaign – product and
          service categories
• How is your business divided?
• Campaigns for each cat...
Structure and naming your campaigns
Product/service                            Targeting & Network
categories
            ...
Start with 1 campaign
• Choose 1 product type and 1 target market eg
  1:1 UK search website
• Use Google Editor to carryo...
Part B:3 -
Our recommended process for
 correctly setting up your first
           campaign
Our recommended process for setting
        up a PPC campaign
Open Google        1 campaign      Keyphrase       1 Ad grou...
Example Designs4Hair
• Two main products
  – Mobile hair dressing – Leicester only
  – Online sales of hair products – all...
Setting up an estimate ad group with
            exact phrases
Use keyword tool to find as many
  relevant phrases as possible
Download Google editor
Load account using editor
Open editor
                            Filter results
                            and choose
                            ...
Keyword tab – see all the keywords for
         the whole account
Part B:4
Split the estimate ad group into
  smaller discrete ad groups
Keyword grouper (from tools)
Generate common terms – this are
  suggestions for new ad groups
Create your own logical ad groups
Keyphrases added to new ad groups




   Select copy ad texts so these are created automatically
   Note not all the sugge...
New ad groups created but red flag means
that set-up is incomplete (need to set CPC)
Highlight ad groups that need to be
modified and use bottom panel to add CPC
Check estimate ad group – only some
keyphrases have been moved, rest need to be
              moved manually
Select keyphrases and cut and paste
them into the new hairdresser ad group
Create new ad group for hair stylist
Copy ad from one ad group
     to new ad group
(use right click or edit tab)
Search for phrases containing “styl…”
using search – move to new ad group
Part B:5
    Modify all the ad groups
(keyphrases match types and ads)
Clone phrases by copying and pasting – then
  change match type to broad and phrase
3 copies of each keyphrase – yellow
      flag indicates keyphrase
     with different match type
Modify ads to match the ad group
              topic
Add campaign negatives
Negative phrases
Part B:6
Create new campaign and modify
            settings
Edit campaign settings – name, budget
            and network
Create new campaign
Modify new campaign details
Move straightner ad group to new
       product campaign
Part B:7
Post changes and make additional
        changes in Google
Pause product campaign and select
          post changes
Structure within Google
Structure within Google
Campaign settings (1)
Campaign settings (2)
Geo-targeting –
add Leicester and remove UK
Add custom area –
20 miles around LE1
Change ad group maximum bid
Revise bid
Part B:8
Clone campaign for different
   networks or locations
Copy existing campaign
Paste to create a clone
Modify details to change targeting
Part B:9
Setting up PPC conversion tracking
Go to conversion tracking on campaign
          management tab
Set up enquiry
Get code and send to your developer
Example of code on a web page
     (go to view source)
Part B:10
Setting up Analytics
Go to Analytics tab from your Ad
        Words account
Set up profile for the website
Agree terms and conditions
Get code
Account pending addition of code
Part B:11
Make live and test conversion
Carryout a search, click on a PPC ad,
make an enquiry and see the Site Stats
    symbol on the thank you page
Any Questions?

ann@anicca-solutions.com
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How To Use Editor to Set Up Google Adwords PPC

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This ebook contains the techniques we use when implementing and managing our clients campaigns and the secrets of how we can achieve a minimum of 20% reduction in costs (either cost per click or cost per conversion).
Part B - gives a more detailed explanation of the key background information you need to understand when setting up an account for multiple products. It also explains how to use Google Editor to achieve this

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  • Hi
    thanks for your comment.
    You are right ad and landing page testings are even more important now as the cost per clicks keep on going up.
    There are some good tools in AdWords for example Experiments, you can even do Content experiments n Analytics. There are also other tools like UnBounce or Optimizely that are easy to use for split testing
    cheers
    Ann
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • As a Google PPC ninja once told me, it is important to constantly split-test new ads so that messaging is consistently being refined in a competitive marketplace. That happens on at least two levels: 1) The ads themselves, inside Adwords. It has easy split testing for ads and reports optimal performance. 2) On your landing page itself. That's where a lot of people miss the boat on conversions. They blame the ads but don't split test elements or versions of their landing pages. There are lots of ways to do this, but it's kind of technical and as a business owner I couldn't really be bothered with learning the details, but I can refer you to Simon. Call him - 256-398-3835.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Thanks Dear,

    Very useful information you have provided.

    Thanks a lots,
    kEn
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

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How To Use Editor to Set Up Google Adwords PPC

  1. 1. Setting-up a Google Ad Words pay per click (PPC) account Part B – How to use Google Editor to structure the account By Ann Stanley Anicca Digital Solutions
  2. 2. Part B:1 - Understanding the way that pay per click campaign is structured
  3. 3. Essential background knowledge • PPC hierarchy – The differences and features between campaigns, ad groups and keywords • Keyword “match types” – Generate generic or targeted traffic • Click through rate (CTR) and “quality score” – Improve to get top positions in search engines • Campaign types and networks – Where and how your ad will be displayed
  4. 4. PPC Hierarchy for Perfect Plumbers Ltd Perfect Account Plumbers National Nottingham Campaigns targeted targeted (£20/day) (£10/day) Corgi Plumber in Emergency Plumber in Ad groups registered Nottingham plumber Leicester plumber [Emergency [Corgi plumber] Plumber in Plumber in plumber] Nottingham Leicester [Corgi registered List of Keywords [Emergency plumber] Plumbers in Plumbers in plumbers] Nottingham Leicester [Corgi fitter] [24 hour plumber] Leicester Nottingham [Corgi registered plumber plumber fitter] [24 hour plumbers]
  5. 5. Keyphrases Match Type [Exact match] – Ads displayed when the exact words are typed in Broad match – Ads are displayed when the words are typed in any combination (and with other words either side) – Can also be found for synonyms and plurals “Phrase match” – Ads are displayed for the exact search term in the quotes but with other words either (a hybrid of exact and broad match) Negative match – Ads will not appear if this word is typed in (used in combination with broad or phrase match)
  6. 6. Increasing keyword relevancy will result in higher positions and a lower CPC Google – Based on the max bid price and relevancy (quality score) MSN – Based on the max bid price and relevancy (click through rate and relevancy) Yahoo – Combines max bid price and quality (click through rate)
  7. 7. Google Quality score Influenced by: – Keyword and Ad text relevance (do they “match”?) – Landing page relevance and loading speed – Keyword's Click through rate (CTR) – Historical click through rate (CTR) of whole account
  8. 8. Quality score of keyphrases for this ad
  9. 9. Selecting the right network and campaign type in Google Networks – Google search only – Google Search + Search network – Content network (always in a separate campaign) Campaigns – Keyword targeted – Placement targeted (formerly site targeted) Device platform – Desktops & laptops – iphones & PDA’s
  10. 10. Campaign settings Campaign structure – Separate phrases into logical ad groups and campaign hierarchy – use campaigns for targeting and budgeting Geo-targeting – Campaigns can be targeted to different locations – Countries, regions, counties, cities or map area – Languages – only one per campaign, keyphrases and ads need to be in the same language Choice of network – Separate campaign for content network and delete when it uses too much of your budget or does not convert
  11. 11. Part B:2 - Planning your campaign structure
  12. 12. Planning your campaign – where will your ad be seen • Networks – Google only – Google & search network (eg AOL) – Content network (3rd party sites) • Geo-targeting – UK only – International – Specific towns locations within UK • Languages & country combinations
  13. 13. Planning your campaign – product and service categories • How is your business divided? • Campaigns for each category or department each with their own budget • Campaigns for each product or service • Campaigns by locations
  14. 14. Structure and naming your campaigns Product/service Targeting & Network categories UK Search UK Content USA Search USA Content Website build 1:1 UK Search 1:2 UK Content 1:3 USA Search 1:4 USA Content website build website build website build website build Pay per click 2:1 UK Search 2:2 UK Content 2:3 USA Search 2:4 USA Content Pay per click Pay per click Pay per click Pay per click SEO 3:1 UK Search 3:2 UK Content 3:3 USA Search 3:4 USA Content SEO SEO SEO SEO Email marketing 4:1 UK Search 4:2 UK Content 4:3 USA Search 4:4 USA Content Email marketing Email marketing Email marketing Email marketing
  15. 15. Start with 1 campaign • Choose 1 product type and 1 target market eg 1:1 UK search website • Use Google Editor to carryout our recommended process to set-up your ad groups, keywords, ads and landing pages • Use Google Editor to clone campaigns for other target markets (eg clone campaign 1:1 to produce 1:2, 1:3, !:4) • Repeat process for other products or services
  16. 16. Part B:3 - Our recommended process for correctly setting up your first campaign
  17. 17. Our recommended process for setting up a PPC campaign Open Google 1 campaign Keyphrase 1 Ad group with account & 1 ad group research all keyphrases Test conversion Ongoing Determine new ad tracking optimisation group structure Make your Create new ad campaign live groups & write ads Give tracking code Move keyphrases to developer into new ad groups Adjust your Clone campaigns Amend campaign budgets for targeting details
  18. 18. Example Designs4Hair • Two main products – Mobile hair dressing – Leicester only – Online sales of hair products – all UK
  19. 19. Setting up an estimate ad group with exact phrases
  20. 20. Use keyword tool to find as many relevant phrases as possible
  21. 21. Download Google editor
  22. 22. Load account using editor
  23. 23. Open editor Filter results and choose view Display of results Hierarchy – display of the changes when account you select a 1 campaign different tab +2 estimate ad Editing panel groups
  24. 24. Keyword tab – see all the keywords for the whole account
  25. 25. Part B:4 Split the estimate ad group into smaller discrete ad groups
  26. 26. Keyword grouper (from tools)
  27. 27. Generate common terms – this are suggestions for new ad groups
  28. 28. Create your own logical ad groups
  29. 29. Keyphrases added to new ad groups Select copy ad texts so these are created automatically Note not all the suggested ad groups were created and you may have to do this manually
  30. 30. New ad groups created but red flag means that set-up is incomplete (need to set CPC)
  31. 31. Highlight ad groups that need to be modified and use bottom panel to add CPC
  32. 32. Check estimate ad group – only some keyphrases have been moved, rest need to be moved manually
  33. 33. Select keyphrases and cut and paste them into the new hairdresser ad group
  34. 34. Create new ad group for hair stylist
  35. 35. Copy ad from one ad group to new ad group (use right click or edit tab)
  36. 36. Search for phrases containing “styl…” using search – move to new ad group
  37. 37. Part B:5 Modify all the ad groups (keyphrases match types and ads)
  38. 38. Clone phrases by copying and pasting – then change match type to broad and phrase
  39. 39. 3 copies of each keyphrase – yellow flag indicates keyphrase with different match type
  40. 40. Modify ads to match the ad group topic
  41. 41. Add campaign negatives
  42. 42. Negative phrases
  43. 43. Part B:6 Create new campaign and modify settings
  44. 44. Edit campaign settings – name, budget and network
  45. 45. Create new campaign
  46. 46. Modify new campaign details
  47. 47. Move straightner ad group to new product campaign
  48. 48. Part B:7 Post changes and make additional changes in Google
  49. 49. Pause product campaign and select post changes
  50. 50. Structure within Google
  51. 51. Structure within Google
  52. 52. Campaign settings (1)
  53. 53. Campaign settings (2)
  54. 54. Geo-targeting – add Leicester and remove UK
  55. 55. Add custom area – 20 miles around LE1
  56. 56. Change ad group maximum bid
  57. 57. Revise bid
  58. 58. Part B:8 Clone campaign for different networks or locations
  59. 59. Copy existing campaign
  60. 60. Paste to create a clone
  61. 61. Modify details to change targeting
  62. 62. Part B:9 Setting up PPC conversion tracking
  63. 63. Go to conversion tracking on campaign management tab
  64. 64. Set up enquiry
  65. 65. Get code and send to your developer
  66. 66. Example of code on a web page (go to view source)
  67. 67. Part B:10 Setting up Analytics
  68. 68. Go to Analytics tab from your Ad Words account
  69. 69. Set up profile for the website
  70. 70. Agree terms and conditions
  71. 71. Get code
  72. 72. Account pending addition of code
  73. 73. Part B:11 Make live and test conversion
  74. 74. Carryout a search, click on a PPC ad, make an enquiry and see the Site Stats symbol on the thank you page
  75. 75. Any Questions? ann@anicca-solutions.com
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