Keywords for Your Campaign

Jim Jansen

College of Information Sciences and Technology The Pennsylvania State University

jjansen@ist.psu.edu

It is at the campaign level where you determine whether or not to show ads on the Google Network

AdWords Structure

• Account: An AdWords account can contain up to 25 campaigns– Campaign: Each campaign can have up to

100 ad groups • Ad Group: Each ad group combines keywords

with the ads that will show when those keywords are searched on Google.

• Therefore, you can have a max of 2,500 Ad Groups within one account.

Designing Effective Campaigns for Good Keyword Management

1. Stick to one goal per campaign (i.e., “What do I want to achieve with this campaign?”)

2. Make Ad Groups to organize your keywords (i.e., similar keywords together and 5 or so Ad Groups per campaign)

3. Review, test, and refine (i.e., one campaign, keywords by Ad Group, refine keywords, update Ads)

Dos & Don’ts for account structure and campaign management

Do… • create multiple Ad Groups per campaign • group Campaigns by theme, geography or product line• make it easy to maintain• continue refining your keywords and ad textDon’t…• create just one Ad Group and a big list of keywords• mismatch keywords in one Ad Group• run dozens and dozens of keywords for a low budget• stop checking your campaign statistics

Account

Campaign A Campaign B

Ad Group 1 Ad Group 2 Ad Group 3 Ad Group 4

Ad Group 5

You will need to develop strategy at both the CAMPAIGN level and the AD GROUP level – today, we focus on keywords

Exercise for Designing an Effective Keyword Campaign

1. Individually, use your client or select a business, store, etc. that you believe would be a good candidate for the Challenge.

2. Individually, develop a campaign goal for the business and five possible sub-themes.

3. As a team, select one business (if no client) and one campaign and agree on five sub-themes.

4. Each team member, chooses a sub-theme.

You have 5 minutes. Begin

Exercise for Designing an Effective Keyword Campaign

1. The team captain sets up a campaign in AdWords.2. Each team member creates an Ad Group for their theme (3-5

keywords or phrases; quick on the Ad).3. When all team members are done, team members individually

evaluate the other 4 Ad Group keyword list. List positives and negatives (best you write them down somewhere).

• Does each Ad Group fit with the overall campaign? – they should.

• Are the keywords logically grouped? – they should be.• Are there duplicate keywords across Ad Groups? – there

shouldn’t be).4. Discuss findings as a team. (Team leader, note lessons learned for

real campaign. … Be thinking about selecting an AdWords Coordinator for your team!)

5. Once done with #4, individually, correct issues with your Ad Group.

You have 30 minutes. Begin!

Exercise for Designing an Effective Keyword Campaign

Individually, using your Ad Group, do:

1. What is the estimated daily traffic for your Ad Group?2. What is an estimated daily cost for your Ad Group?

(Assume 1% of the people who view your ad will click on it. Use the Google suggested bid price. See Tools -> Search-based Keyword Tool.)

3. Add one broad match keyword.4. Add one match exact phrase.5. Add one exact match keyword.6. Add one phrase with a negative keyword.

7. As a team, what is the cost for running this campaign for 21 days (based on the calculations in #2)?

You have 20 minutes. Begin!

Next Class

• Some higher level stuff about keywords (e.g., why important, theories, models).

• Some varied and more sophisticated keyword tools.

• Some exercises using these tools.

• Complete the business recruiting process now!

Thank you!(reminder to do your daily logs)

Jim Jansen

College of Information Sciences and Technology The Pennsylvania State University

jjansen@ist.psu.edu