How To Use Editor to Set Up Google Adwords PPC
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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 ...

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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  • Full Name Full Name Comment goes here.
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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
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  • 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.
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  • Thanks Dear,

    Very useful information you have provided.

    Thanks a lots,
    kEn
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How To Use Editor to Set Up Google Adwords PPC How To Use Editor to Set Up Google Adwords PPC Presentation Transcript

  • 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
  • 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 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
  • 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]
  • 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)
  • 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)
  • 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
  • Quality score of keyphrases for this ad
  • 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
  • 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
  • Part B:2 - Planning your campaign structure
  • 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
  • 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
  • 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
  • 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
  • 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 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
  • Example Designs4Hair • Two main products – Mobile hair dressing – Leicester only – Online sales of hair products – all UK
  • 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 view Display of results Hierarchy – display of the changes when account you select a 1 campaign different tab +2 estimate ad Editing panel groups
  • 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 suggested ad groups were created and you may have to do this manually
  • 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