Transcript Ad group - Personal.psu.edu

Overview of Campaigns and
Ad groups
Jim Jansen
College of Information Sciences and Technology
The Pennsylvania State University
[email protected]
Note concerning client stuff …
• Lock in a client! Sooner the better
• Pick a client relations manager (everyone is involved in
client relations, but one person’s primary – role is keep the
client happy … or at least on board)
• Some things to do in the client relations area:
– Initial client contact to set-up sales meeting
– Understand the client’s business and expectations
– Explain the pitch (actually sell what you are doing!)
– Letter to Business (see ANGEL -> Lessons tab)
– Set-up correspondence schedule (some clients may like
a lot contact; others might not want to hear from you)
– Determine campaign tools (Google Analytics, current
marketing/advertising efforts)
2
Okay,
• First, some knowledge about keyword
advertising
• Then, we’ll talk campaigns and Ad groups
• After, you start mapping out your account
structure
What is Keyword Advertising?
Keyword Advertising (a.k.a., sponsored search) is
• an advertising medium driven from search engines
• typically follows a cost per click (CPC) model -> only
charging a fee for visitors that reach your website via a click
on a sponsored ad
• S
ads appear two ways: search placement and
content placement.
– Search Placement - Ads appear when searchers query
for a particular term that you have elected to bid on
– Content Placement - Ads appear when relevant content
is served from the search engine partner (i.e., other
Websites, such as news sites, industry sites, personal
homepages, etc.)
Example: Search Placement
Example: Content Placement
What is Keyword Advertising?
Keyword Advertising (a.k.a., sponsored search) is
• an advertising medium driven from search engines
• typically follows a cost per click (CPC) model -> only
charging a fee for visitors that reach your website via a click
on a sponsored ad
We aresearch
going ads
startappear
out focusing
just
on search
• Sponsored
two ways:
search
placement
placement ads
and content placement.
– Search Placement - Ads appear when searchers query
for a particular term that you have elected to bid on
– after
Content
- Ads
relevant
…
wePlacement
get the hang
of appear
that, wewhen
will move
to content
content
is served from the search
engine partner (i.e., other
placement
Websites, such as news sites, industry sites, personal
homepages, etc.)
What does the search placement process
look like?
Advertisers
Advertiser
Pricing
Advertiser
creates
only
pay
an
based on
chooses
the
account
search
keyword.
keywords
engine
Advertisers
to link
when
an ad bid to have
searchers
is products
clicked
higher ad
to
on
placement
based on
keyword
Ad
displayed
on search
engine
when one
of the
keywords
is searched
The Sponsored Search Process
Potential
customer
uses the
search
engine by
submitting
a query
• Where do these ads appear?
Where do
Appear?
In Google AdWords, search placement (a.k.a.
keyword-targeted ads) appear on
• Google (along side or above the search results)
However, there are other search partners. These
other search partners are known as ….
• the Google Search Network (alongside or
above the search results on these Websites
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Google Search Network
Google’s Search Network
Partners
• Actual Search Engines
AOL.com
Netscape.com
Earthlink.com
Lycos.com
ATT.com
Ask.com
TechTarget.com
ComCast.net
CNET Search.com
MyWebSearch.com
information.com
myway.com
bellsouth.net
dogpile.com
adelphia.net
comcast.net
earthlink.net
optonline.net
Google’s Search Network
Partners
• Non-search Sites
About.com
Shopping.com
CompuServe.com
nytimes.com
howstuffworks.com
business.com
oingo.com
Tripadvisor.com
dealtime.com
infospace.com
zapmeta.com
gppgle.com
faster-results.com
gawwk.com
inspirationalbibleverses.com
isohunt.com
1.24, cs.com, curiousquotes.com,
findtarget.com
For Search Placement
• Have two options where ads are shown:
– Only Google
– Google and Google Search Network
• This option is set at the Campaign level
Select where you want your ads to
appear on Search. Just Google or
Google and Search Partners.
For Search Placement
• Have two options where ads are shown:
– Only Google
– Google and Google Search Network
• This option is set at the Campaign level
• Jansen’s advice: start with just Google,
optimize keywords and ads, then try
Google Search Network. Why?
• Google traffic is typically better. Get it
working there first!
• Okay, what is this campaign you are
talking about?
• Let’s review how our account is structured
Think of this as
your SMB (i.e.,
car dealer,
bakery, etc.).
Think of this as
product or
service lines (e.g.,
cars vs. trucks,
cakes vs. cookies,
etc.)
Think of this as
individual
product or
service (Kia
Spectra, bran
muffin, etc.)
Look what
It is at
else
wethe
do
campaign
at
the
level where
campaign
you
level:
determine
budget,
whether or
language,
not to
geoshow ads
targeting,
on just
client
Google or
devices,
also the
scheduling,
Google
and
Search
content
Network
network.
So, there are several layers to an AdWords
account, each with its own components:
• Account: An AdWords account can
contain up to 25 campaigns
• Campaign: Each campaign can have
up to 100 Ad groups
• Therefore, you can have a max of 2,500
Ad groups within one account.
• Ad group: Each Ad group combines
keywords with the ads that will show
when those keywords are searched on
Google or are relevant to a Website
You will need to develop
strategy at both the
Campaign-level and the Ad
group-level for success!
Today, we are going to
develop a strategy at the
Campaign-level for your
success!
Account
Campaign A
Campaign B
Ad Group 1
Ad Group 2
Ad Group 3
Ad Group 4
keywords
keywords
keywords
keywords
advertisements
advertisements
advertisements
advertisements
landing pages
landing pages
landing pages
landing pages
Why do we want an account with a
good campaign structure?
An account with a good campaign structure
permits you to:
• determine which product ads are generating the
best traffic and converts
• monitor changes in customer behavioral easily
• manage budgets and have good control over costs
• locate specific keywords easily
• expand your accounts with more campaigns as
your business grows
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Strategy for the Campaign
• Where to begin? The most important thing to
determine is …
• What is a convert? (everything else about your
marketing and advertising effort flows from this!)
Some high level stuff
• Understanding your Client
– What are they after? (i.e., What is goal of the
campaign? What products do they offer?)
– What is your client’s organization?
– What is the value add, the competitive
advantage of your client, their organization,
and service/product?
• If you understand the convert, you will
understand most of this other stuff
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Quick 10-Minute Exercise
Individually: Review the information that you have
about your client (or the client that you believe
you will have). As best you can, determine your
client’s (a) product and services, including
seasonal and brand names, (b) themes or
functions, (c) geo-graphical limits, and (d)
converts(s)
Team: Once everyone has a pretty good handle on
(a) – (d), get together as a team, compare notes,
and develop consolidated answers
Take 10 minutes
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Now to the details of campaigns
• How do we get these campaigns off the ground?
• First, determine how we are going to configure
our campaigns to best support your conversion
goals. Typical ways are to organize campaigns
around :
–
–
–
–
Products and services
Themes or functions
Locations
The Website
• Jansen’s Advice: have your campaigns generally
mirror the client’s Website
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Example
Let’s say that I
go with these
Jansen’s AdWords Account
Account
Campaigns
Contact
Military
Academic
Personnel
Email
But, do all of these really make sense?
Blog
Jansen’s AdWords Account
Account
Campaigns
Contact
Military
Academic
Personnel
Email
Blog
Now that we got the strategy,
• How do we implement?
Give your ad campaign a name that
captures the essence of your
marketing theme (in example of
Jansen, 3 campaigns, Academic,
Blog, Military)
Campaign Structure and Strategy
• Numerous ways to refine
• This will get us started though
• More importantly, off to a good start!
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Team Exercise
• Based on your notes from the earlier
exercise and the client’s Website, decide
on the campaigns that you’ll employ
• Note: every one on the team will manage
at least 1 search placement campaign
• Once decided, each team member log
onto the team’s AdWords account and
create the campaign(s) they are
responsible for.
Thank you!
(reminder to do your daily logs)
Jim Jansen
College of Information Sciences and Technology
The Pennsylvania State University
[email protected]