structuring a google adwords campaign
DESCRIPTION
Google AdWords allows you to market your product or service through placed text ads on the Google Search Engine which appear when people search for specific words or phrases that relate to the content in your ads. Google AdWords allows you to organise which search terms your ad appears for, allowing for a targeted campaign. http://www.optimised.today/blog/structuring-a-google-adwords-campaignTRANSCRIPT
Structuring a Google Adwords Campaign
1
Google Adwords allows you to advertise in Google search results and the wider Google advertising
network. You can organise which search terms your ad appears for, allowing for a targeted campaign.
2
Start by organising your accountYour account can have 25 campaigns, each with up to
100 ad groups, containing numerous keywords.
Keyword Keyword Keyword
URLURLURL
3You should split your campaigns up by theme.
Campaign
Adverts
Campaign
Ad Group
Geography
Languages
Search Engines Time of Day
Budget
Devices
4You should split your campaigns into ad groups
Ad GroupMax Click Cost Share of Budget
Search engines look here to determine what your adverts will contain in terms of keywords, text and URL.
TOP TIP
Create highly relevant ad groups to increase your quality score and lower the cost of bids
Keyword Keyword Keyword
URLURLURL
Adverts
Trigger Words
Landing Pages
Text Message
Write relevant text adverts
5
6
• Brainstorm within your team• Ask your customers
• Use the Google Keyword Planner
Allocate your keywords to the most relevant ad group
Refine your Adwords campaign by removing all keywords that are irrelevant
Pick keywords that are most relevant to your product or service.
Find the best keywords by doing some research:
7You can choose how accurate a search
term has to be for your ad to appear
• Broad matchTriggers ad for terms
similar to your keywords
• Exact matchTriggers ad for terms that exactly
match your keywords.
• Phrase matchTriggers ad where a phrase contains
your exact keyword
• Negative matchStops your ad from appearing if a certain
word is used in a search term.
TOP TIP
The more organised your Google Adwords campaign is, the more e�ciently and e�ectively you can run it.
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