Measurement “If you can’t measure it, you can’t manage it.” Bob Donath, Consultant.
Things to remember You can’t move from Standard back to Starter You can’t change your billing...
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Transcript of Things to remember You can’t move from Standard back to Starter You can’t change your billing...
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
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