4 steps to setting up an adwords campaign

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Adaptive Consultancy 4 Steps to Setting Up an Adwords Campaign

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Page 1: 4 Steps To Setting Up an Adwords Campaign

Adaptive Consultancy4 Steps to Setting Up an Adwords Campaign

Page 2: 4 Steps To Setting Up an Adwords Campaign

Agenda

• Keyword Research• Competitor Research• Adwords Campaign Structure• Setting Up Your Ads

Page 3: 4 Steps To Setting Up an Adwords Campaign

• Use a keyword research tool– Adwords keyword tool– www.wordtracker.com

• Choose keywords that are relevant• Consider stages of the buying cycle

– Research– Consideration/Comparison– Decision/Purchase

• Categorise your keywords into relevant groups

Keyword Research

Page 4: 4 Steps To Setting Up an Adwords Campaign

Competitor Research

• What keywords are your competitors bidding on– www.keywordspy.com

• Look at their ad copy– What are they focusing on?

• Features/benefits• Pricing

• What pages are they linking to?• Compare offerings

– Services/Products– Service/Product selection– Pricing

Page 5: 4 Steps To Setting Up an Adwords Campaign

Campaign Structure

Page 6: 4 Steps To Setting Up an Adwords Campaign

How To Decide On A Campaign Structure

Campaign Level• Geographical area• Product/Service categories• Stage in the buying cycle

Adgroup Level• Have separate adgroup for each keyword category

Page 7: 4 Steps To Setting Up an Adwords Campaign

Campaign Structure Example

Geo Specific Generic

Sussex Bedford London Balloon Ride

Balloon Flight

Keywords:Balloon ride sussexBalloon rides sussexHot air ballooning sussex

Keywords:Balloon ride bedfordBalloon rides bedfordHot air ballooning bedford

Keywords:Balloon ride londonBalloon rides londonHot air ballooning london

Keywords:Balloon ride Balloon rides

Keywords:Balloon flightBalloon flights

Page 8: 4 Steps To Setting Up an Adwords Campaign

Setting Up Your Ads- Keywords

• Choose relevant keywords

• Consider match type:– Broad: This is the default option. If your ad group contained the

keyword 'tennis shoes,' your ad would be eligible to appear when a user's search term contained either or both words ('tennis' and 'shoes') in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations.

– Phrase: If you enter your keyword in quotation marks, as in "tennis shoes," your ad would be eligible to appear when a user searches on the phrase tennis shoes, with the words in that order. It can also appear for searches that contain other terms as long as it includes the exact phrase you've specified.

– Exact: If you surround your keywords in brackets -- such as [tennis shoes] -- your ad would be eligible to appear when a user searches for the specific phrase 'tennis shoes,' in this order, and without any other words in the search term.

Page 9: 4 Steps To Setting Up an Adwords Campaign

Setting Up Your Ads: Ad Copy

• Ad Copy Structure– Have target keyword in headline– Have a Benefit in first line– Have Feature in second line– Feature keyword in display URL

Page 10: 4 Steps To Setting Up an Adwords Campaign

Setting Up Your Ads: Landing Page Relevance

Page 11: 4 Steps To Setting Up an Adwords Campaign

Talk to adaptive

www.adaptiveconsultancy.com

Markus Goess- SaurauTel: 0207 163 7978Email: [email protected]

Visit adaptive