This document provides guidance on setting up an effective paid search campaign for small to medium-sized businesses. It discusses assessing business goals, performing keyword research, creating optimized ad groups and campaigns, writing effective ad copy, setting appropriate bids and campaign settings, monitoring performance, and testing strategies to improve results over time. The goal is to help businesses get the most out of their paid search marketing spend by focusing on quality scores, low costs per click, and driving profitable conversions and sales.

1. Paid Search: Strategies & considerationsIdeal for Small to Medium-Sized Businesses

2. Starting with the best foundation possible.CAMPAIGN STRUCTURE

3. Assess Your (Business) GoalsBefore you begin paid search, assess your business goals Disregard traffic, positions, rankings, etcAsk yourself, can paid search help me accomplish my business goals?Create one Campaign for each of your business goals.

4. Begin Your Keyword ResearchAsk yourself, what would someone search for if they were ready to help you accomplish your business goal – buy a product, buy a service, donate money, learn more about your business?General Keywords (hair salon)Problem-Based Keywords (need a haircut)Geo-modified Keywords (pittsburgh hair salon)Available KW Research ToolsGoogle’s Keyword ToolWordTrackerSEO Book Keyword Suggestion Tool

5. Weeding out the “Bad” KeywordsPull Traffic/Cost Estimates from GoogleGoogle Traffic Estimator

6. Keyword ConsiderationsGoogle Traffic Estimator is best for directional informationClicks will likely be over-estimatedKeywords below position 3 can still receive clicks – you may want to bid lower than Google’s lowest estimate“No Data” doesn’t necessarily mean No Traffic, it could mean No CompetitionA simple search on a “high traffic” keyword can show you contextExample: Express (37 million) vs. Rue (8 million)

7. Create Your Ad GroupsCampaignAd GroupsKeywordsConsider messaging & “root” keywordsLanding Pages & Match TypesLanding PagesRelevant for Keywords & Ad CopyConsider Cross-selling – Can increase order valueSimple w/ few distractionsKeep it as targeted as possibleDon’t forget your business goals – the desired action should be able to be completed with as few clicks as possibleMatch Types: Exact, Phrase, BroadExact & Phrase will likely be cheaperStart with Broad

8. ConsiderationsGoals Campaigns Ad Group Structure Keyword Selection Landing Pages Match Types Ad CopyBidsCampaign Settings

9. Keeping your cost low and your ROI high.BUDGET CONTROL

10. Ad CopyAd Copy isn’t just about messaging or getting people to clickCTR affects Quality Score and thus affects CPCsQualifying Ad Copy is one of the first steps to controlling costCostLocationClear messagingNo KW Insertion, ex: {KeyWord:Pittsburgh Hair Salon}

11. Initial BidsHow low can you go and still succeed?If Google’s Traffic Estimator has “No Data,” you should start out with a $0.15 or less bid.Google’s Estimates aren’t requirements & bids aren’t permanent, bid whatever amount you’re comfortable with to startCheck 1st Page bid estimatesDirectional– they may change once quality score increases

12. Campaign SettingsBudget CapsAd DistributionGoogle/Search Network/Content NetworkGeo-targetingGreat for local companiesGreat for national companiesLower CPCs/More targeted audienceAd Scheduling/Day PartingRequires some knowledge of your most profitable times/daysPosition PreferenceDelivery Method: Standard vs. AcceleratedAd Rotation: Standard vs. Optimize

13. ConsiderationsGoals Campaigns Ad Group Structure Keyword Selection Landing Pages Match Types Ad Copy Bids Campaign Settings Bid ManagementPerformance AnalysisTesting

14. Ensuring you’re always getting the most out of your marketing dollars.ANALYSIS & EVALUATION

15. Performance AnalysisEvery engine has basic performance reportingWeb analytics should also be present to measure profitabilityPerformance should be checked at least twice weeklyPerformance Monitoring Best PracticesAvailable Google Reports

16. Bid Management ConsiderationsKeywords need to be in Positions 1-3 before you’re shown in Google’s search networkPosition 11 is on Page 2 and will receive severely reduced impressionsHow much can you pay for a keyword and make it profitableBack track: How valuable is a conversion? What profit margin would you like to maintain? The difference is how much you can spend on a keyword if you receive only one conversion. Budget Optimizer

17. Additional ReportingMeasures your campaign visibility against available impressionsTells you how searchers are really searching for your businessImpression ShareSearch Query

18. Test, Test, TestAd Copy TestingLanding Page TestingMatch Type TestingBid BoostingDaypartingGeographic Demographic

19. ConsiderationsGoals Campaigns Ad Group Structure Keyword Selection Landing Pages Match Types Ad Copy Bids Campaign Settings Bid Management Performance Analysis Testing Paid & OrganicResources

20. Understanding the big picture.PAID & ORGANIC

21. Paid & Organic ConsiderationsPaid Search for Brand AwarenessPaid Search for Link BuildingBranded Paid Search Campaigns vs. Organic Traffic & Cannibalization Analyzing Organic traffic & generated sales to determine bidsPaid Search & SQ Reports can provide SEO insights

22. ResourcesCampaign Structure: Google Grants Account Creation GuideTesting Ideas & Strategies: PPC HeroCampaign Creation/Management Tool: AdWords EditorGoogle Search HelpYahoo Search HelpMSN Search Help

23. Questions?Goals Campaigns Ad Group Structure Keyword Selection Landing Pages Match Types Ad Copy Bids Campaign Settings Bid Management Performance Analysis Testing Paid & Organic 