Paid Search Campaign
Embed Size (px)
Transcript of Paid Search Campaign
in a real-time world
by Nenah, Dwayne, Mich, and OliviaTerm Presentation for Adaptive Media + Analytics Fall 2014
Make something that meets our consumers needs.
Google AdWords + Tipping Point
We createdWe measuredWe analyzed
In other words
We designed forour audience.
Exploring the Science of Data
Exploring the Art of Creativity
We discovered that successful advertising
is, at its core, good design.
Elements of Campaign Architecture Campaign LevelAd Group LevelKeyword Level
Match TypeDestination URL
AdWords: First Impressions
Analysis: Campaign Architecture
We went back and considered the
Added KWs, Negatives, Sitelinks
Considered branded programs
Paused inefficient campaigns
Downsized entire account
How does this relate to the bigger picture?
The Starting Line17 campaigns, 50 ad groups, 13,000+ KWs
What did we do next?
What worked even better?
Tweaks: edited ad copies
changed match typesreallocated daily capspaused inefficiencies
The Finish LineNow, we have...
4 Campaigns, 7 adgroups, - 9500 KWs
InsightsTrial and Error
Communication is Key
Think on our Feet
Go with the Flow
Overcoming obstacles is part of the challenge of being creative.
Communication is design too.
Successful Campaigns are a balance of
Data, Design, & Communication