4 steps to setting up an adwords campaign
TRANSCRIPT
Adaptive Consultancy4 Steps to Setting Up an Adwords Campaign
Agenda
• Keyword Research• Competitor Research• Adwords Campaign Structure• Setting Up Your Ads
• Use a keyword research tool– Adwords keyword tool– www.wordtracker.com
• Choose keywords that are relevant• Consider stages of the buying cycle
– Research– Consideration/Comparison– Decision/Purchase
• Categorise your keywords into relevant groups
Keyword Research
Competitor Research
• What keywords are your competitors bidding on– www.keywordspy.com
• Look at their ad copy– What are they focusing on?
• Features/benefits• Pricing
• What pages are they linking to?• Compare offerings
– Services/Products– Service/Product selection– Pricing
Campaign Structure
How To Decide On A Campaign Structure
Campaign Level• Geographical area• Product/Service categories• Stage in the buying cycle
Adgroup Level• Have separate adgroup for each keyword category
Campaign Structure Example
Geo Specific Generic
Sussex Bedford London Balloon Ride
Balloon Flight
Keywords:Balloon ride sussexBalloon rides sussexHot air ballooning sussex
Keywords:Balloon ride bedfordBalloon rides bedfordHot air ballooning bedford
Keywords:Balloon ride londonBalloon rides londonHot air ballooning london
Keywords:Balloon ride Balloon rides
Keywords:Balloon flightBalloon flights
Setting Up Your Ads- Keywords
• Choose relevant keywords
• Consider match type:– Broad: This is the default option. If your ad group contained the
keyword 'tennis shoes,' your ad would be eligible to appear when a user's search term contained either or both words ('tennis' and 'shoes') in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations.
– Phrase: If you enter your keyword in quotation marks, as in "tennis shoes," your ad would be eligible to appear when a user searches on the phrase tennis shoes, with the words in that order. It can also appear for searches that contain other terms as long as it includes the exact phrase you've specified.
– Exact: If you surround your keywords in brackets -- such as [tennis shoes] -- your ad would be eligible to appear when a user searches for the specific phrase 'tennis shoes,' in this order, and without any other words in the search term.
Setting Up Your Ads: Ad Copy
• Ad Copy Structure– Have target keyword in headline– Have a Benefit in first line– Have Feature in second line– Feature keyword in display URL
Setting Up Your Ads: Landing Page Relevance
Talk to adaptive
www.adaptiveconsultancy.com
Markus Goess- SaurauTel: 0207 163 7978Email: [email protected]
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