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Lesson 08 Ist402 Performance Metrics 02


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Lesson 08 Ist402 Performance Metrics 02

  1. 1. More Performance Stuff Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]
  2. 2. Think of this as Product or Service lines. Think of this as your company. Think of this as individual Products or Services. If your client has a good Website, you can model your campaigns off the major sections of the Website. Budget stuff happens here! Link each AdGroup to a specific Webpage on your client’s Website. Keyword selection and a lot of critical metrics happen here! The Account Structure should reflect your marketing strategy! (the details should support this strategy!)
  3. 3. What About Performance for the Challenge? <ul><li>Final algorithm incorporates … </li></ul><ul><li>30 different signals (i.e., metrics) … </li></ul><ul><li>in 5 categories </li></ul><ul><ul><ul><li>Performance </li></ul></ul></ul><ul><ul><ul><li>Account structure </li></ul></ul></ul><ul><ul><ul><li>Tool and feature usage </li></ul></ul></ul><ul><ul><ul><li>Advertiser savviness </li></ul></ul></ul><ul><ul><ul><li>Budget management </li></ul></ul></ul>
  4. 4. Campaign Metrics <ul><li>Account structure : An excellent account structure </li></ul><ul><ul><li>mirrors the structure of the client’s Website </li></ul></ul><ul><ul><li>campaign grouped by product lines </li></ul></ul><ul><ul><li>each campaign contains multiple Ad Groups </li></ul></ul><ul><ul><li>each Ad Group contains ad texts/variations specific to these subsections and a targeted and specific keyword list </li></ul></ul>It other words – you have to have a smart marketing strategy!
  5. 5. Campaign Statistics <ul><li>Optimization techniques </li></ul><ul><ul><ul><li>how well you implement the optimization techniques and best practices </li></ul></ul></ul><ul><ul><ul><ul><li>What techniques? Geo-targeting, keyword matching variations, A – B testing, etc. </li></ul></ul></ul></ul><ul><ul><ul><li>how you optimized the Google network to your advantage (e.g. how effectively you used the content network) </li></ul></ul></ul><ul><ul><ul><ul><li>Certainly, Google, Google search partners, and (a little) in the content network </li></ul></ul></ul></ul>
  6. 6. Campaign Statistics <ul><li>Account activity & reporting </li></ul><ul><ul><ul><li>Review and change your approach over time to ensure you get the most from your campaigns </li></ul></ul></ul><ul><ul><ul><ul><li>(i.e., you have to engage your campaign multiple times a day, split AdGroups if needed, revise ad, change budget </li></ul></ul></ul></ul><ul><ul><ul><li>Use the Report Center and take actions as a result </li></ul></ul></ul><ul><ul><ul><ul><li>Look in AdWords accounts Report </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Nice overview of reports at </li></ul></ul></ul></ul><ul><ul><ul><li>Your team’s AdWords Account Manager should take manage these reports during the campaign </li></ul></ul></ul>
  7. 7. Campaign Statistics <ul><li>Performance & budget </li></ul><ul><ul><ul><li>effectively use your budget across your keywords throughout the competition (*don’t* go over!) </li></ul></ul></ul><ul><ul><ul><li>edit the cost-per-click of individual keywords during campaign (keyword management everyday!) </li></ul></ul></ul>
  8. 8. Campaign Statistics <ul><li>Relevance </li></ul><ul><ul><ul><li>Achieve a strong click-through rate (need to get clicks in addition to impressions  daily keyword management) </li></ul></ul></ul><ul><ul><ul><li>Create relevant and effective advertising (write good ads that get clicks!) </li></ul></ul></ul><ul><ul><ul><li>Revisit your campaigns and change where necessary (focus not just at the AdGroup level, but also the campaign level) </li></ul></ul></ul>
  9. 9. Team Exercise for Designing an Effective Campaign <ul><li>As a team, </li></ul><ul><li>Continue to develop 3 to 5 campaigns and implement in your AdWords accounts (think marketing strategy !) </li></ul><ul><li>Continue to develop AdGroups for these Campaigns, including keywords </li></ul><ul><li>Check your estimated traffic (i.e., impressions), CTR, and daily cost. What can you afford to bid? </li></ul><ul><li>Manage your budget - work your account to a total spent of $9 per day. </li></ul><ul><li>Ensure that the team knows what is expected of the AdWords coordinator (i.e., define duties) </li></ul><ul><li>Reminder – Pre-Campaign Report (I want to see NLT Monday 23 February.) </li></ul>
  10. 10. Thank you! (reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]