DAA Adwords Training 2014 "Setting Up Adwords Campaigns"

2. Landing Pages1
Use the client’s website to develop a list of landing pages that you want to
target searchers too. These will help you to start organizing specific
categories of information within each page into Ad Groups.

3. Landing Pages (Landing Page Keyword Lists)1
• Create a Landing Keyword List that details the exact phrases and wording used. (The more
streamlined the campaign’s ad copy and website copy are, the higher quality scores your keywords will
receive.)
• It is important to include all of the separate links for the individual pages. (Tabs within a single
page)
• List any phone numbers that are particular to that webpage. (You will create Ad Extensions with
these phone numbers later.)

4. Ad Groups2
• Use the Landing Keyword List to
develop categories of Ad Groups
that your keywords will focus on.
(These should be very specific in order to
use targeted ad copy.)
Ad Groups
• IL-2 Treatment
• Proleukin
• Metastatic Cancer

5. Keyword Planner3
Under “Tools” option in you’re my Client Center, use the
dropdown menu to select Keyword Planner.

6. Keyword Planner3

7. Keyword Planner3
Fill in information for the Ad Group.
Make sure you specify the target location
and “Google & Search Partners” settings.
Set your keyword filter to include searches
above 10 for a localized campaign (above 100
for a national campaign).

8. Keyword Planner3
Insert various terms used to
describe an individual Ad Group

9. Keyword Planner3
Click through each of the Ag Groups to see the suggest Keyword Lists. Add terms from the
Keyword Planner Tool into your Campaign Word Document.
• Include all terms (Plurals)
• Include Avg Monthly Searches & Competition

10. Setting Up a New Campaign4
In My Client
Center, select a client
to create a new
campaign for.

11. Setting Up a New Campaign4
Select “All Online
Campaigns” under
the campaign
search toolbar to
the far left.
Make sure the
“Campaigns” tab is
selected as the
viewing option.

12. Setting Up a New Campaign4
Click the “New
Campaign” button.
Choose the “Search
Network with Display
Select” when asked.
(This allows our ads to
appear on networks
besides Google.)

13. Setting Up a New Campaign (Campaign Settings)4
Name the campaign.
Within the “Type” settings, check the
box labeled, “All Features.”
Make sure that “Search Network
with Display Select” appears in the
dropdown menu.

14. Setting Up a New Campaign (Campaign Settings)4
Within the “Networks” settings, the options
“Google Search Network” and “Google
Display Network” should be checked off in
green.
Within the “Devices” settings, the option
that “Ads will show on all types of devices
by default” should be shown.

15. Setting Up a New Campaign (Campaign Locations)4
Enter the DMA’s that the campaign will
target.
The broader the location, the less
competition and cheaper the bidding
will be for a campaign.
Make sure the check DMA locations as
well as the general city options when
targeting specific areas.

16. Setting Up a New Campaign (Campaign Locations)4
Use nearby areas when applicable.

17. Setting Up a New Campaign (Bidding Settings)4
Under the “Bid Strategy”
setting, check the option to
“Manually set bids for
clicks.”
Enter a Default Bid. (Enter
$1 and update bids after
creating all ads based on the
Bidding Strategy Information
Page.)
Set a daily budget.
(Whenever there is a change in
budget, you must remember to
change the campaign’s Daily
Budget.)

18. Setting Up a New Campaign (Ad Scheduling)4
When setting up campaigns, run on more days
with less of a budget to test which days have the
highest engagement.

19. Setting Up a New Campaign4
Save and continue.

20. Ad Group Builds5
Click on your new campaign and add your Ad Groups.

21. 5 Ad Group Builds
Name the Ad Group.
Subject Line Copy (25
characters): This will be
based off terms that are
reflected in both lists and
the number of projected
searches.
Description Line 1 Copy
(35 characters): Try to use
this line to highlight any
special offers or phrases
from the Landing
Keyword List.
Description Line 2 Copy
(35 characters): This is an
area to let searchers know
who the company is or
location specifications.

22. 5 Ad Group Builds
Display URL Copy (35 characters)
The client’s general Destination URL ID must be used as the main Display URL Copy.
(www.brgeneral.com)
If using a Landing Page that is not the client’s website, you would have to use the other
source’s Destination URL ID. (Baton Rouge Physicians Group runs through Health Grades
website -- www.healthgrades.com/BRGeneral/Docs)
Add additional Ad Group Copy to end of URL ID. www.brgeneral.com/kidneycancertreat

23. 5 Ad Group Builds
Destination URL
This is the URL that leads to the Landing Page.

24. 5 Ad Group Builds
Add the Keyword List you created in your Word document into Google Adwords.
This keyword tool will give you examples
for keywords to use. These terms are not
based off of potential searches, which is
why we use the Keyword Planning Tool
to create our lists.

25. 5 Ad Group Builds
Set a Max Cost Per Click (Max CPC) for the Ad Group. (Set around $1 and use the
Bidding Strategy Information Page to set initial bids for all campaign Keywords.)
Save and repeat for all planned Ad Groups.