Lesson 06 Ist402 Keywords 02


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Lesson_06_ist402_keyowrds_02 Note: some of these sldies are based on presentations by Theresa Flaherty

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  • ;; and ad groups combine keywords with the ads that will show when those keywords are searched on Google. You have the ability to name your campaigns.
  • Each Ad Group can trigger one or more ads.
  • Lesson 06 Ist402 Keywords 02

    1. 1. Keywords for Your Campaign Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]
    2. 2. It is at the campaign level where you determine whether or not to show ads on the Google Network AdWords Structure
    3. 3. <ul><li>Account : An AdWords account can contain up to 25 campaigns </li></ul><ul><ul><li>Campaign : Each campaign can have up to 100 ad groups </li></ul></ul><ul><ul><ul><li>Ad Group : Each ad group combines keywords with the ads that will show when those keywords are searched on Google. </li></ul></ul></ul><ul><ul><ul><li>Therefore, you can have a max of 2,500 Ad Groups within one account. </li></ul></ul></ul>
    4. 4. Designing Effective Campaigns for Good Keyword Management <ul><li>Stick to one goal per campaign (i.e., “What do I want to achieve with this campaign?”) </li></ul><ul><li>Make Ad Groups to organize your keywords (i.e., similar keywords together and 5 or so Ad Groups per campaign) </li></ul><ul><li>Review, test, and refine (i.e., one campaign, keywords by Ad Group, refine keywords, update Ads) </li></ul>
    5. 5. Dos & Don’ts for account structure and campaign management <ul><li>Do… </li></ul><ul><li>create multiple Ad Groups per campaign </li></ul><ul><li>group Campaigns by theme, geography or product line </li></ul><ul><li>make it easy to maintain </li></ul><ul><li>continue refining your keywords and ad text </li></ul><ul><li>Don’t… </li></ul><ul><li>create just one Ad Group and a big list of keywords </li></ul><ul><li>mismatch keywords in one Ad Group </li></ul><ul><li>run dozens and dozens of keywords for a low budget </li></ul><ul><li>stop checking your campaign statistics </li></ul>
    6. 6. Account Campaign A Campaign B You will need to develop strategy at both the CAMPAIGN level and the AD GROUP level – today, we focus on keywords Ad Group 1 Ad Group 2 Ad Group 3 Ad Group 4 Ad Group 5
    7. 7. Exercise for Designing an Effective Keyword Campaign <ul><li>Individually, use your client or select a business, store, etc. that you believe would be a good candidate for the Challenge. </li></ul><ul><li>Individually , develop a campaign goal for the business and five possible sub-themes. </li></ul><ul><li>As a team , select one business (if no client) and one campaign and agree on five sub-themes. </li></ul><ul><li>Each team member , chooses a sub-theme. </li></ul><ul><li>You have 5 minutes. Begin </li></ul>
    8. 8. Exercise for Designing an Effective Keyword Campaign <ul><li>The team captain sets up a campaign in AdWords. </li></ul><ul><li>Each team member creates an Ad Group for their theme (3-5 keywords or phrases; quick on the Ad). </li></ul><ul><li>When all team members are done, team members individually evaluate the other 4 Ad Group keyword list. List positives and negatives (best you write them down somewhere). </li></ul><ul><ul><li>Does each Ad Group fit with the overall campaign? – they should. </li></ul></ul><ul><ul><li>Are the keywords logically grouped? – they should be. </li></ul></ul><ul><ul><li>Are there duplicate keywords across Ad Groups? – there shouldn’t be). </li></ul></ul><ul><li>Discuss findings as a team . (Team leader, note lessons learned for real campaign. … Be thinking about selecting an AdWords Coordinator for your team!) </li></ul><ul><li>Once done with #4, individually , correct issues with your Ad Group. </li></ul><ul><li>You have 30 minutes. Begin! </li></ul>
    9. 9. Exercise for Designing an Effective Keyword Campaign <ul><li>Individually , using your Ad Group, do: </li></ul><ul><li>What is the estimated daily traffic for your Ad Group? </li></ul><ul><li>What is an estimated daily cost for your Ad Group? </li></ul><ul><ul><li>(Assume 1% of the people who view your ad will click on it. Use the Google suggested bid price. See Tools -> Search-based Keyword Tool.) </li></ul></ul><ul><li>Add one broad match keyword. </li></ul><ul><li>Add one match exact phrase. </li></ul><ul><li>Add one exact match keyword. </li></ul><ul><li>Add one phrase with a negative keyword. </li></ul><ul><li>As a team, what is the cost for running this campaign for 21 days (based on the calculations in #2)? </li></ul><ul><li>You have 20 minutes. Begin! </li></ul>
    10. 10. Next Class <ul><li>Some higher level stuff about keywords (e.g., why important, theories, models). </li></ul><ul><li>Some varied and more sophisticated keyword tools. </li></ul><ul><li>Some exercises using these tools. </li></ul><ul><li>Complete the business recruiting process now! </li></ul>
    11. 11. Thank you! (reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]