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Google Adwords
Adwords Campaign Structure
Ad Creation
Keyword Matching
Optimising Landing Pages
Making AdWords Profitable For You
We can design a profitable AdWords program for you in five simple steps:
- Identify your advertising goals, create relevant keywords and ads for each of these goals.
- Run 'pilot' campaigns to test the ads and keywords.
- Set up the AdWords conversion tracking tool and reporting tools to analyze the performance of your ads.
- Modify and test your campaign until you reach a desired ROI.
- Retain only the most successful ads.
You may ask why search marketing is appropriate for you. Search advertising offers significant advantages over other media, such as outdoor, radio, TV and print, particularly in the areas of customer education/information and direct response. If you are interested in targeting these two media categories, it's clear AdWords is right for you.
With one Google AdWords media buy, you can single-handedly accomplish what used to take a whole team of media planners. AdWords ads can appear virtually anywhere online worldwide, yet remain targeted and relevant. And because you can view, monitor, measure, and edit AdWords campaigns, you can enjoy unprecedented levels of control over your advertising spending and reach.
The project plan work flow process is shown in the diagram.
Adwords Campaign Structure
Typically an Adwords campaign can be structured like the diagram below. Lets say we’re in the shoe retailing business but it could be any type of business that has products or services to promote. You have a number of broad shoe categories and within those categories are the various manufacturers or brands. Each brand has its own keywords and ads.
The purpose of having Ad A and Ad B is to split test the effectiveness of each ad so that you test each ads effectiveness to improve your results by eliminating or improving the poorly performing ad.
Ad Creation
It all starts with the concept for your ad. Tell the audience what you have. Highlighting the benefits of the product or service and getting it from you.
Headline – Max 25 characters
Description Line 1 - Max 35 characters
Description Line 2 – Max 35 characters
Display URL - Max 35 characters
Destination URL – Max 1024 characters
The destination URL, more commonly called “landing page”, is the webpage on your site that users will visit when they click on your ad.
Your destination URL must work properly. The landing page for your ad cannot be under construction. Google require your destination URL to link to an actual web page with content relevant to your ad.
Your destination URL must link to a working website and cannot link to an email address or a file. This includes an image, audio, video, or document file that requires an additional program or application to open or run.
Keyword Matching
Broad match
This is the default option. When you include keyword phrases such as tennis shoes in your keyword list, your ads will appear when users search for tennis shoes and shoes, in any order and possibly along with other search terms like: new tennis shoes, mens tennis shoes etc.
Broad matches are often less targeted than exact or phrase matches.
Modified Broad
A new feature recently made available.Each word preceded by a + has to appear in your potential customer's search exactly or as a close variant. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants. It will help eliminate irrelevant queries that a broad match would produce.
Phrase Match
Your ad appears when users search on the exact phrase and also when their search contains additional terms, as long as the keyword phrase is in exactly the same order. A phrase match for “tennis shoes” would display your ad if a user searched on: red tennis shoes, new tennis shoes, but not for: shoes for tennis.
Exact Match
Your ad appears only when the search query matches exactly the keyword phrase. This means [tennis shoes] will only match a user request for: tennis shoes and not for: red tennis shoes, even though the second query contain the keyword.
Negative Keyword
If your keyword is tennis shoes and you add the negative keyword -red, your ad will not appear when a user searches on red tennis shoes. Negative keywords are especially useful if your account contains lots of broad-matched keywords.
Remember, no matter which matching options you use, it's important to only use keywords that accurately describe your product or service.
Pay Per Click - Only Pay When People Click Through To Your Site
You decide what you’re willing to pay for each click on your ad, and you place a limit on what you’d like to spend each day. In the normal setup you only pay Google when people click on your ad. That means you’re investing in definite leads, not hit or miss advertising. The price you pay per click will depend upon:
- Competition for that particular keyword
- Your Quality Score
- Relevance
Optimised Landing Pages
The landing page is where a visitor will land after clicking your ad. The page content is directed toward compelling the visitor to take some specific action. Typically it can be designed to:
- complete a subscription form to download a whitepaper
- make a product purchase
- signup for a newsletter
- complete a questionnaire
- complete a contact request form
- request a product catalogue
- order a product trial
An optimised landing page is critical to achieving your sales goal. Google’s guidelines emphasise:
Relevant and original content - Users should be able to easily find what your ad promises.
Link to the page on your site that provides the most useful information about the product or service in your ad. For instance, direct users to the page where they can buy the advertised product, rather than to a page with a description of several products.
Transparency into the nature of your business, how your site interacts with a visitor's computer, and how you intend to use a visitor's personal information
Navigation - Providing a short and easy path for a user to purchase or receive the product or offer in your ad. The key to turning visitors into customers is making it easy for users to find what they're looking for. Avoid excessive use of pop-ups, pop-unders, and other obtrusive elements throughout your site.
Other useful body copy factors to think about when designing a success landing page are:
- The landing page must include the search terms used in the ad
- A powerful call to action – Buy Now, Limited Time Offer etc
- Risk reversal (if applicable) – for example 100% Money Back Guarantee, 30 Day Free Trial
- Good graphic design and quality images
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Google News WatchJanuary 27th, 2012For news on Google from international news sources and their official blogs. Covering Adwords, Search Engine Optimisation and other Search Engine Marketing topics. Adwords - Love at first SearchJanuary 26th, 2012More and more people are falling in love with Valentine’s Day. According to a recent survey by ORC International, Valentine’s Day is now the number two gift giving holiday, right behind Christmas ... learn more >> Google - Updating our privacy policies and terms of serviceJanuary 24th, 2012In just over a month we will make some changes to our privacy policies and Google Terms of Service. This stuff matters, so we wanted to explain what’s changing, why and what these changes mean for users ... learn more >> Adwords - Create more Automated Rules and undo changesJanuary 18th, 2012We heard your feedback that you want Automated Rules to be even more flexible and useful, so we rolled out two improvements ... learn more >> Coming Soon: Ad Group Impression Share MetricsJanuary 17th, 2012Based on advertiser requests, we will soon offer ad group level impression share metrics for the Search and Display Networks. Once released ... learn more >> Visit the re-designed AdWords Help Center todayJanuary 10th, 2012Brits, Aussies, and Kiwis: see what Americans have been buzzing about for weeks! We launched a new look for the AdWords Help Center and it's now available in your countries! ... learn more >> New Tools and Controls to Manage Your Google+ PagesDecember 22nd, 2011Last month we introduced Google+ Pages to provide a new way for you to build a public identity on Google+. We’ve been listening closely to your feedback and today we’re introducing several new tools ... learn more >> Migrating Conversion Optimizer and Enhanced CPC campaignsDecember 14th, 2011If you’re focused on conversions and CPA (cost-per-acquisition), you may already be using Conversion Optimizer or Enhanced CPC to optimize your campaigns to get you more conversions at a lower cost. ... learn more >> Think With Googles December Adventure: Mobile Tips RecapDecember 12th, 2011Think With Google’s December Adventure continued this week with a focus on mobile. Here are the four mobile-related insights and tips we covered this week (and a fun factoid): ... learn more >> +1 button in DFP for direct sold adsDecember 6th, 2011In March, we introduced the +1 button on search results to make it easier for people to get recommendations from the people they trust right when they’re searching. ... learn more >> |