The document provides guidance on setting up pay-per-click advertising campaigns on Google Ads. It recommends focusing on profitability by optimizing keywords, ads, and bid amounts based on conversion data. The key aspects of campaign structure discussed are accounts containing multiple campaigns, each with ad groups and keywords. It also emphasizes testing ads and keywords to find the most effective combinations.

1. Campaign Setup & Structure

2. Campaign Setup & Structure – in 40 Minutes
1st - Put Google Before Yourself
2nd - Be in Control with Stats you can Use
3rd - Build a Money Machine
4th - Optimize for Profit
5th – Expand & Grow

3. The Strategy – Sales Funnel Path
Search
Ad
Landing Page
Conversion
Desire
Decision on what to click
Do I bounce?
Do I buy?
Funnel Thought Process

4. The Strategy – Decision Making Funnel
• More keywords
• Less relevant keywords
• More traffic
• Less Keywords
• More Relevant Keywords
• Less Traffic
• Higher Conversion Rates
• Most Expensive

5. Campaign Structure – AdWords Hierarchy
Account
Campaign 2
Ad Group 1
Ad Group 2
Ad Group 3
Keywords
Ads
Keywords
Ads
Keywords
Ads
Campaign 1
Ad Group 1
Ad Group 2
Ad Group 3
Keywords
Ads
Keywords
Ads
Keywords
Ads

6. Our Campaign Structure
Account
Campaign 1
Ad Group 1
Keyword
Ads

7. Find that Keyword – Less is More
Keyword Val per Conv Clicks Conversions CVR Value Per Click
Keyword 1 $100 1000 50 5% $ 5.00
Keyword 2 $100 300 20 7% $ 6.67
Keyword 3 $100 100 7 7% $ 7.00
Keyword 4 $100 50 1 2% $ 2.00
Keyword 5 $100 20 2 10% $ 10.00
• More Stats
• More Confidence
• More Control

8. Find That Keyword – AdWords Keyword Planner

9. Ad Copy and Testing
• Always A/B Test two more more ads.
• The number of ads you should test a time depends on the volume of
ad impressions and frequency that you can update your ads.
• Your winning ad becomes your control ad. Ad tests should be minor
changes of different elements of the ad.
• Ad elements are
• Headline
• Description
• Call to Action
• The ad headline should reflect the search term used to trigger the ad.
• The ad description should complete the inner dialogue in the user’s
mind while they are conducting the search.
• If a lot of time passes, and no winner is find, kill the experiment and
try something new.
• Use a tool like https://abtestguide.com/calc/ to test confidence in
winning or losing ads.

10. Campaign Creation – Settings and Setup

11. Campaign Creation – Settings and Setup

12. Campaign Creation – Settings and Setup

13. Campaign Creation – Settings and Setup

14. Campaign Creation – Settings and Setup

15. Campaign Creation – Settings and Setup

16. Campaign Creation – Settings and Setup

17. Campaign Creation – Devices

18. Campaign Creation – Settings and Setup
• Search Partners can bring you less predictable traffic. Turn this on once you are ready to expand & grow.
• Languages - If your keyword is specific to a certain language, targeting all languages may not reduce the
quality of your traffic.
• Budget - Set to the maximum you’re willing to invest into the campaign, per day to achieve profitability.
• Ad Delivery – Standard ad delivery will slow ad delivery down so that ads are shown evenly throughout
the day. Use accelerated ad delivery once your campaign is profitable, or if you don’t mind burning throw
your budget at the campaign’s start time.
• Bidding – Set to manual CPC to start with enhanced CPC. Once you have significant statistics, use
conversion optimizer.
• Ad Rotation – Do not optimize, but stay on top of your AB Tests.
• Ad Schedule – Be Precise! Spend your budget when consumers are more likely to buy. Expand to more
hours after achieving profitability.
• Location Options – Target people in locations that are more likely to convert, expand to other locations
later.
• Devices – Start by targeting what is most likely to convert for you.

19. Bidding & Campaign Budgeting
Value Per Conversion X Conversion Rate = Value Per Click
$100 X 5% = $5
• Start with high bids for maximum visibility.
• CPCs will go down as CTR improves.
• Once you have significant statistics, set bids using the following formula.
• If after some time you are still not profitable, do not lower bids to the point of suffocating your
campaign.
• Test ads until CPCs drop.
• Improve your sales funnel to increase value per visitor.
• Once profitable, increase budgets & expand.