digital marketing lab · pdf file · 2016-12-07step 7. create & preview your ad...
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Advanced Marketing LabThe online tools for a performance e-marketing strategy
Serena Pasqualetto
serena.pasqualetto@unipd.it
LESSON #5: SETTING UP A SEARCH CAMPAIGN WITH ADWORDS
Setting up a search campaignwith AdWords
LESSON #5
Some key facts
• 95% of Google revenue comes from advertising on Google AdWords
• AdWords make up 30% of all online ad revenue
• There are over 1,2 million businesses advertising on Google
• In 2015, revenue from Google AdWords was 52 billion $
Step 1. Define your keywords
Ask yourself “What would someone interested in my product/service type on Google?”
Come up with all possible keywords covering your ideal users’ queries.
Step 2. Group your keywords
Your keywords are heterogeneous. Try to group them into semantically consistent groups.
Consistency is key to a successful search campaign.
An example of consistent group of keywords is the following:
Augmented reality appAugmented reality applicationsAugmented reality app androidAR apps
Step 3. Create your campaign
adwords.google.com
Step 4. Select location & language
Select “search network only” because we are going to work on a search campaign.
Step 5. Select a daily budget
To start with, you can type “1€” as a placeholder budget. We are not going to run any campaign at this stage.
Step 6. Create your ad group(s)
Each ad group contains semantically-related keywords. Create as many ad groups as you find it relevant and give each ad group a name.
Please include at least 5-10 keywords in each group.
You can add suggested keywords if you consider them relevant for your group.
Remember to think like your final user: what would my ideal customer type on Google?
Step 6. Create your ad group(s)
Example.
We created a campaign in USA and UK. In the campaign, we created an ad group called “Augmented Reality”.The group contains the following keywords:
Step 7. Create & preview your ad
Each ad group should contain at least one ad.Ads are activated when someone types a keyword of your group.
Step 7. Create & preview your ad
Tips for writing your ad:
URL: in our case, our landing page will be augmentedtraveler.com
HEADLINES: include a keyword from your group, if possible, and the name of your product.
DISPLAY URL: add a keyword from you group, if possible.
DESCRIPTION: here you can include a piece of engaging copy from your website, or more additional information about your product. Finally, include also a call-to-action (e.g. Discover more / Shop now / Visit our website)
Step 7. Create & preview your ad
Remember you character limits:
HEADLINES: max 30 characters each headline
DISPLAY URL: max 15 characters
DESCRIPTION: max 80 characters
Step 7. Create & preview your ad
Remember you character limits:
HEADLINES: max 30 characters each headline
DISPLAY URL: max 15 characters
DESCRIPTION: max 80 characters
Step 7. Create & preview your ad
Example of ad for ad group “Augmented Reality”
Headlines contain a keyword from the group and the brand’s name
We have added a keyword (AR app) to the Display URL
vCopy taken from website AugmentedTraveler.com
Call-to-Action
Step 7. Create & preview your ad
Tips for writing effective text ads - by Google [VIDEO]
https://youtu.be/ayuUQQQe6NY
Task.
Given the keywords you selected for The Augmented Traveler, create your first search campaign targeting your main market(s).
In the campaign, create as many ad groups as needed, based on the keywords you selected at the beginning. For each group, add more suggested keywords if necessary.
For each group, write one or more ads. Make sure your ads are compelling and that they stand out.
References
Create effective ads (AdWords Official Support Guide)
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