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Google Adwords : Plan and Create

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Planning and creating for Google Adwords in Digital Marketing and how should any small business be approaching it. Francis Mac Aonghus, Head of Online at encendo, explores how to plan and create for Google Adwords.

Published in: Marketing

Google Adwords : Plan and Create

  1. 1. PLAN + CREATE ADWORDS
  2. 2. Adwords Planning Cycle 1 KEYWORD RESEARCH 2 AD CREATION 4 ACCOUNT SETUP 5 TRACKING INSTALLATION AND TESTING 6 CAMPAIGN LAUNCH 7 MONITOR PERFORMANCE 8 CAMPAIGN ASSESSMENT 9 ANALYSIS AND FEEDBACK LANDING PAGE DEVELOPMENT 3
  3. 3. Structure CAMPAIGNS ADGROUPS ADS KWS
  4. 4. Campaigns • DEPARTMENTS • THINK CAMPAIGN SETTINGS AND TYPE • Type, devices, location + options, languages, bid strategy, advanced settings • BE CLEAR • DAILY BUDGETS • ADWORDS EDITOR
  5. 5. Keywords • GOOGLE KEYWORD TOOLS • GOOGLE SEARCH BOX • COMPETITORS • OWN KNOWLEDGE • END GOAL : SALE, LEAD, PHONE
  6. 6. Keywords • BE RELEVANT • THINK USER • COMPETITIVENESS • MATCH TYPES exact, phrase, broad (modifier) • VARIATIONS • MOUNTPLEASANT- MOUNTPLEASANT • NEGATIVE
  7. 7. Keywords BRAND PRODUCT NAME / CODE PRODUCT TYPE LIFESTYLE COMPETITORS Use all variations of your brand name 1-5 keywords per ad group Apply all match types Bid higher the more exact type match 1-10 keywords per ad group BMM and phrase Add negative keywords {Keyword: Insertion} 10-20 keywords per ad group Phrase then BBM Add negative keywords Use all variations of their brand name Be aware of Google’s TM rules
  8. 8. AdGroups • PLAN YOUR WAREHOUSE • THEME KEYWORDS TOGETHER • THINK CAMPAIGN SETTINGS • THINK USER INTENT • THINK DEVICE • THINK CALL TO ACTION
  9. 9. Ads • THINK VALUE PROPOSITION • THINK CALL TO ACTION • THINK END GOAL • THINK DEVICE • THINK KEYWORD • THINK CHARACTERS • THINK FULL STOP
  10. 10. Boost Your AdWords SITELINK EXTENSIONS LOCATION EXTENSIONS CALL EXTENSIONS APP EXTENSIONS REVIEW EXTENSIONS CALLOUT EXTENSIONS
  11. 11. Our Digital Marketing Services We are a digital marketing agency in Dublin delivering digital marketing services to grow brands online. Digital Strategies That Drive Relevant Traffic Digital Strategies That Build Brand Awareness Digital Strategies To Increase Desired Actions Digital Marketing Strategy And Planning francis@encendo.co | +353 (1) 53 11 611

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