1. 10-Spaces Consulting, Inc
design & strategy for the web
PPC Training
Session 4
Campaign Set Up Tactics & Tools

2. Insider Lesson: Micro
Ad Groups
• Lower CPC and increase CTR by creating
ad groups which match the keyword and
searcher intent exactly.

3. Micro Ad Groups
• Strategy #1
• Use Google dynamic keyword insertion
{Keyword: Static Text}

4. Micro Ad Groups
• Strategy #1
• Use Google dynamic keyword insertion
{Keyword: Static Text}

5. Micro Ad Groups
• Requires extra thought about what
keyword to include in the ad group
• Requires extra though about thought
process/problem-search behind keywords
• Ad copy must match this concept, even
when using dynamic keyword insertion
• Ad groups should contain 10-15
terminologically similar keyword max.

6. Micro Ad Groups
• Strategy #2
• Use spreadsheets or software tools to
build adgroups which contain
• 1-3 keywords in each ad group--
depends on whether just bidding on
exact match (which you should to
start), or all three match types

7. Adwords Editor
Software
• Overview of what each area does
• Campaign window pane
• Details window
• Tabs
• Mass editor
• Individual edits

8. Advanced strategies for
Adwords Editor
• Using SpeedPPC to set up targeted
campaigns quickly
• Going wide
• Going deep

9. Advanced strategies for
Adwords Editor
• Set up keywords and variations
• Combination list - mix
• Single format keyword list
• Set up a/b test ad copy

10. Advanced strategies for
Adwords Editor
• Include {Seed} function in ad copy
• Headline
• Description
• Display URL (after the ‘/’ forward slash as
if it were directory on your site)
• Update to get campaign output for set up
• Update to get ad copy output for set up

11. Adwords Editor set up
steps
• go to Keyword tab
• multiple changes
• paste text output from SpeedPPC
• set campaign - network type, daily budget, etc
• set ad group budget of $0.05
• go to Ad Copy tab
• multiple changes
• paste text out from SpeedPPC
• sort by red errors
• yellow errors are ok-just means have multiple match types for the
same keyword
• edit title of ad copy that exceed character limits
• edit other lines--descriptions, display url--that exceed character len.
• post changes for account (or just campaign if desired)

12. Insider Adwords Editor
Tricks - MS Excel
• List filtering techniques
• Helps set up campaigns
• Helps identify ad groups
• Functions
• “proper” function - capitalizes the first letter of each word
automatically. Use this for
• “concatenate” - merge cells for Google import
• What you can do
• Turn keyword lists into Google-ready text files - easier upload in
bulk
• Use web interface or Adwords editor
• Write campaign > ad group > keyword-specific ads without
rewriting ads
• Build keywords-specific bid strategies

13. Insider Adwords Editor
Tricks - Improve CTR
• Review ad group performance data
• If keyword have high number of impressions,
but low keywords, pause
• Copy keyword specific data, including ad copy
to new ad group
• Potential fixes
• Set up new ad copy test
• Use more negative words
• Use more exact match type