Creating and Organizing Google Adwords Campaigns

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Creating and Organizing Google Adwords Campaigns

  1. 1. 10-Spaces Consulting, Inc design & strategy for the web PPC Training Session 3 Creating Adwords Campaigns
  2. 2. Keyword Goals • Affordability - afford clicks-to-sale/ROI • Traffic Volume - capture learning traffic • Conversion - simplest approach
  3. 3. Bidding • Match Type • Broad - search query contains your word • Exact - phrased/ordered exactly • Phrase - contains no KW/phrase pref.
  4. 4. Campaigns • Why create them • What can be controlled • How can they be leveraged
  5. 5. Adgroups • How to organize • Budget control • Testing • Ad copy control
  6. 6. Budgeting • Forecasting 1% and 2% • Brand Impressions • Lead generation • Break even cost-per-acquisition (CPA) • ROI from Life Time Value (LTV)
  7. 7. Cost Savings • Click through rates - higher the better, unless too high • Quality Score - three tiered black box • Negative Words - use Keyword Tool, Search Query Report
  8. 8. Google Tools • Adwords Editor • Reports - manual/automated • Keyword Tool - negative words, search volume
  9. 9. More PPC Tools • KeywordSpy • KeywordDiscovery • SpyFu • NicheBot • SEO Elite / Keyword Elite

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