Setting-up a Google Ad Words pay per click (PPC) account. Part B How to use Google Editor to structure the account

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1 Setting-up a Google Ad Words pay per click (PPC) account Part B How to use Google Editor to structure the account By Ann Stanley Anicca Digital Solutions

2 Part B:1 - Understanding the way that pay per click campaign is structured

3 Essential background knowledge PPC hierarchy The differences and features between campaigns, ad groups and keywords Keyword match types Generate generic or targeted traffic Click through rate (CTR) and quality score Improve to get top positions in search engines Campaign types and networks Where and how your ad will be displayed

4 PPC Hierarchy for Perfect Plumbers Ltd Account Perfect Plumbers Campaigns National targeted ( 20/day) Nottingham targeted ( 10/day) Ad groups Plumber in Nottingham Plumber in Leicester Emergency plumber Corgi registered plumber List of Keywords Plumber in Nottingham Plumbers in Nottingham Nottingham plumber Plumber in Leicester Plumbers in Leicester Leicester plumber [Emergency plumber] [Emergency plumbers] [24 hour plumber] [24 hour plumbers] [Corgi plumber] [Corgi registered plumber] [Corgi fitter] [Corgi registered fitter]

5 Keyphrases Match Type [Exact match] Ads displayed when the exact words are typed in Broad match Ads are displayed when the words are typed in any combination (and with other words either side) Can also be found for synonyms and plurals Phrase match Ads are displayed for the exact search term in the quotes but with other words either (a hybrid of exact and broad match) Negative match Ads will not appear if this word is typed in (used in combination with broad or phrase match)

6 Increasing keyword relevancy will result in higher positions and a lower CPC Google Based on the max bid price and relevancy (quality score) MSN Based on the max bid price and relevancy (click through rate and relevancy) Yahoo Combines max bid price and quality (click through rate)

7 Google Quality score Influenced by: Keyword and Ad text relevance (do they match?) Landing page relevance and loading speed Keyword's Click through rate (CTR) Historical click through rate (CTR) of whole account

8 Quality score of keyphrases for this ad

9 Selecting the right network and campaign type in Google Networks Google search only Google Search + Search network Content network (always in a separate campaign) Campaigns Keyword targeted Placement targeted (formerly site targeted) Device platform Desktops & laptops iphones & PDA s

10 Campaign settings Campaign structure Separate phrases into logical ad groups and campaign hierarchy use campaigns for targeting and budgeting Geo-targeting Campaigns can be targeted to different locations Countries, regions, counties, cities or map area Languages only one per campaign, keyphrases and ads need to be in the same language Choice of network Separate campaign for content network and delete when it uses too much of your budget or does not convert

11 Part B:2 - Planning your campaign structure

12 Planning your campaign where will your ad be seen Networks Google only Google & search network (eg AOL) Content network (3 rd party sites) Geo-targeting UK only International Specific towns locations within UK Languages & country combinations

13 Planning your campaign product and service categories How is your business divided? Campaigns for each category or department each with their own budget Campaigns for each product or service Campaigns by locations

14 Structure and naming your campaigns Product/service categories Targeting & Network UK Search UK Content USA Search USA Content Website build 1:1 UK Search website build 1:2 UK Content website build 1:3 USA Search website build 1:4 USA Content website build Pay per click 2:1 UK Search Pay per click 2:2 UK Content Pay per click 2:3 USA Search Pay per click 2:4 USA Content Pay per click SEO 3:1 UK Search SEO 3:2 UK Content SEO 3:3 USA Search SEO 3:4 USA Content SEO marketing 4:1 UK Search marketing 4:2 UK Content marketing 4:3 USA Search marketing 4:4 USA Content marketing

15 Start with 1 campaign Choose 1 product type and 1 target market eg 1:1 UK search website Use Google Editor to carryout our recommended process to set-up your ad groups, keywords, ads and landing pages Use Google Editor to clone campaigns for other target markets (eg clone campaign 1:1 to produce 1:2, 1:3,!:4) Repeat process for other products or services

16 Part B:3 - Our recommended process for correctly setting up your first campaign

17 Our recommended process for setting up a PPC campaign Open Google account 1 campaign & 1 ad group Keyphrase research 1 Ad group with all keyphrases Test conversion tracking Ongoing optimisation Determine new ad group structure Make your campaign live Create new ad groups & write ads Give tracking code to developer Move keyphrases into new ad groups Adjust your budgets Clone campaigns for targeting Amend campaign details

18 Example Designs4Hair Two main products Mobile hair dressing Leicester only Online sales of hair products all UK

19 Setting up an estimate ad group with exact phrases

20 Use keyword tool to find as many relevant phrases as possible

21 Download Google editor

22 Load account using editor

23 Open editor Filter results and choose view Hierarchy of the account 1 campaign + 2 estimate ad groups Display of results display changes when you select a different tab Editing panel

24 Keyword tab see all the keywords for the whole account

25 Part B:4 Split the estimate ad group into smaller discrete ad groups

26 Keyword grouper (from tools)

27 Generate common terms this are suggestions for new ad groups

28 Create your own logical ad groups

29 Keyphrases added to new ad groups Select copy ad texts so these are created automatically Note not all the suggested ad groups were created and you may have to do this manually

30 New ad groups created but red flag means that set-up is incomplete (need to set CPC)

31 Highlight ad groups that need to be modified and use bottom panel to add CPC

32 Check estimate ad group only some keyphrases have been moved, rest need to be moved manually

33 Select keyphrases and cut and paste them into the new hairdresser ad group

34 Create new ad group for hair stylist

35 Copy ad from one ad group to new ad group (use right click or edit tab)

36 Search for phrases containing styl using search move to new ad group

37 Part B:5 Modify all the ad groups (keyphrases match types and ads)

38 Clone phrases by copying and pasting then change match type to broad and phrase

39 3 copies of each keyphrase yellow flag indicates keyphrase with different match type

40 Modify ads to match the ad group topic

41 Add campaign negatives

42 Negative phrases

43 Part B:6 Create new campaign and modify settings

44 Edit campaign settings name, budget and network

45 Create new campaign

46 Modify new campaign details

47 Move straightner ad group to new product campaign

48 Part B:7 Post changes and make additional changes in Google

49 Pause product campaign and select post changes

50 Structure within Google

51 Structure within Google

52 Campaign settings (1)

53 Campaign settings (2)

54 Geo-targeting add Leicester and remove UK

55 Add custom area 20 miles around LE1

56 Change ad group maximum bid

57 Revise bid

58 Part B:8 Clone campaign for different networks or locations

59 Copy existing campaign

60 Paste to create a clone

61 Modify details to change targeting

62 Part B:9 Setting up PPC conversion tracking

63 Go to conversion tracking on campaign management tab

64 Set up enquiry

65 Get code and send to your developer

66 Example of code on a web page (go to view source)

67 Part B:10 Setting up Analytics

68 Go to Analytics tab from your Ad Words account

69 Set up profile for the website

70 Agree terms and conditions

71 Get code

72 Account pending addition of code

73 Part B:11 Make live and test conversion

74 Carryout a search, click on a PPC ad, make an enquiry and see the Site Stats symbol on the thank you page

75 Any Questions?

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