Lesson 06 Ist402 Keywords 02
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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

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.

Transcript

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