Things to rememberThings to rememberYou can’t move from Standard You can’t move from Standard

back to Starterback to StarterYou can’t change your billing You can’t change your billing

currencycurrencyYou can’t change your time You can’t change your time

zone informationzone informationYou CAN change your adsYou CAN change your adsYou CAN change your ad You CAN change your ad

groups and campaignsgroups and campaigns

You can’t move from Standard You can’t move from Standard back to Starterback to Starter

You can’t change your billing You can’t change your billing currencycurrency

You can’t change your time You can’t change your time zone informationzone information

You CAN change your adsYou CAN change your adsYou CAN change your ad You CAN change your ad

groups and campaignsgroups and campaigns

Account set-upAccount set-up

AccountAccountCampaign - up to 25 campaignsCampaign - up to 25 campaignsAd Groups - up to 100 ad groupsAd Groups - up to 100 ad groupsKeywords - up to 2000Keywords - up to 2000

AccountAccountCampaign - up to 25 campaignsCampaign - up to 25 campaignsAd Groups - up to 100 ad groupsAd Groups - up to 100 ad groupsKeywords - up to 2000Keywords - up to 2000

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Effective Ways to Organize Your Campaigns:

Effective Ways to Organize Your Campaigns:Theme or product lineTheme or product line

Website structure (learn, sign-up, donateWebsite structure (learn, sign-up, donateDifferent Brands (X, Y, Z)Different Brands (X, Y, Z)

Geography (Ann Arbor, Detroit Metro)Geography (Ann Arbor, Detroit Metro)LanguageLanguageBudgetsBudgets

Theme or product lineTheme or product lineWebsite structure (learn, sign-up, donateWebsite structure (learn, sign-up, donate

Different Brands (X, Y, Z)Different Brands (X, Y, Z)Geography (Ann Arbor, Detroit Metro)Geography (Ann Arbor, Detroit Metro)

LanguageLanguageBudgetsBudgets

Ad Group StrategyAd Group Strategy

Pick out keywords and separate into Pick out keywords and separate into different ad groupsdifferent ad groups

Pick out keywords and separate into Pick out keywords and separate into different ad groupsdifferent ad groups

Choosing KeywordsChoosing Keywords

When choosing keywords, think of what When choosing keywords, think of what words someone would use to search for words someone would use to search for on Google when seeking information on Google when seeking information about your groupabout your group

When choosing keywords, think of what When choosing keywords, think of what words someone would use to search for words someone would use to search for on Google when seeking information on Google when seeking information about your groupabout your group

Grouping KeywordsGrouping Keywords

GourmetGourmet OrganicOrganic French RoastFrench Roast Specialty coffeeSpecialty coffee Organic CoffeeOrganic Coffee Decaf French Roast CoffeeDecaf French Roast Coffee Gourmet coffeeGourmet coffee Decaf organic coffeeDecaf organic coffee French Roast coffeeFrench Roast coffee Gourmet coffee beansGourmet coffee beans Natural coffeeNatural coffee French coffee beansFrench coffee beans

GourmetGourmet OrganicOrganic French RoastFrench Roast Specialty coffeeSpecialty coffee Organic CoffeeOrganic Coffee Decaf French Roast CoffeeDecaf French Roast Coffee Gourmet coffeeGourmet coffee Decaf organic coffeeDecaf organic coffee French Roast coffeeFrench Roast coffee Gourmet coffee beansGourmet coffee beans Natural coffeeNatural coffee French coffee beansFrench coffee beans

Review, Test & RefineReview, Test & Refine

Constantly review and changeConstantly review and changeContinue to reorganize and improveContinue to reorganize and improve

Constantly review and changeConstantly review and changeContinue to reorganize and improveContinue to reorganize and improve

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Create a Keyword ListCreate a Keyword List

5 Step Process for creating a keyword list5 Step Process for creating a keyword listExpandExpandGroupGroupMatchMatchScrubScrubTest & RefineTest & Refine

5 Step Process for creating a keyword list5 Step Process for creating a keyword listExpandExpandGroupGroupMatchMatchScrubScrubTest & RefineTest & Refine

Writing Successful AdsWriting Successful Ads

Call to ActionCall to Action Include keywords in your headlineInclude keywords in your headlineRotate your ads (have at least 2)Rotate your ads (have at least 2)Most relevant information firstMost relevant information firstMake sure ad goes directly to the Make sure ad goes directly to the

appropriate page (URL)appropriate page (URL)

Call to ActionCall to Action Include keywords in your headlineInclude keywords in your headlineRotate your ads (have at least 2)Rotate your ads (have at least 2)Most relevant information firstMost relevant information firstMake sure ad goes directly to the Make sure ad goes directly to the

appropriate page (URL)appropriate page (URL)

Headlines in your ad textHeadlines in your ad textRelated directly relate to keywords Related directly relate to keywords

being searchedbeing searchedPut successful keywords in headlinePut successful keywords in headline (will show up bold)(will show up bold)• Use keywords that have the most Use keywords that have the most

impressions or clicksimpressions or clicks• Don’t use company names unless you Don’t use company names unless you

are established company (Domino’s)are established company (Domino’s)

Related directly relate to keywords Related directly relate to keywords being searchedbeing searched

Put successful keywords in headlinePut successful keywords in headline (will show up bold)(will show up bold)• Use keywords that have the most Use keywords that have the most

impressions or clicksimpressions or clicks• Don’t use company names unless you Don’t use company names unless you

are established company (Domino’s)are established company (Domino’s)

Descriptions in your Ad textDescriptions in your Ad text

Information about product or serviceInformation about product or service Include a Call to ActionInclude a Call to Action

Information about product or serviceInformation about product or service Include a Call to ActionInclude a Call to Action