Keyword Research
Our goal at this point is to find the keywords that are most relevant to the campaign’s landing pages and PPC ads. As well as relevance, we will be taking factors like monthly search volume and competition into consideration. Keyword research involves the use of Google AdWords’ various keyword research tools as well as third party keyword research tools.
Number of keywords per Ad Group
Simply put, every campaign has to have 1 ad group that contains the keywords and the ads that Google will display on the search engine results.
Search Network
AdWords campaigns with keywords are automatically eligible to appear on the Search Network. These ads are targeted based on a user’s search terms. For example, if you search for “Italian coffee” on a search engine powered by Google, such as AOL.com, you’ll see related coffee ads next to the search results. Ref: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=90956
Display Network
Previously known as the Google Content Network, the Google Display Network includes a collection of websites that have partnered with Google (display partners), YouTube, and specific Google properties that display AdWords ads. Ref:http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=117120
Ad Groups Creation
An Ad group contains one or more ads which target a set of keywords, placements, or both. You set a bid, or price, to be used when your ad is triggered by the keywords or placements in the ad group. This is called a cost per click (CPC) or cost per thousand impressions (CPM) bid. Ref:http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6298
We will be creating the best possible ad-groups that are organized thematically to ensure that the campaign can be easily managed and optimized.
Ad Copy Creation
A text ad is the primary type of ad in the AdWords program.
Text ads can be shown on Google and across the Google Network, and are sometimes known as ‘sponsored links’ because the title links to your website.
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=14093
A/B Ad Copy Split Testing
With split testing, two or more ads are tested side by side to determine which performs better at a specific metric, allowing us to make improvements as necessary. Testing campaigns allows you to be aware of what works and what doesn’t on your PPC campaign, making it a critical aspect of effective optimization.
http://www.searchmarketingstandard.com/maximizing-ppc-split-testing-strategies
Geo-targeting
Geo-targeting is an AdWords search campaign feature that allows advertisers to restrict ad distribution only to users with an IP address registered at an Internet Service Provider (ISP) with addresses assigned to a Designated Market Area (DMA), manually designated cities, or within a custom radius or polygonal range.
We will be setting the Geo-target of the campaign to ensure that the ads reach only your target market.
Ad Scheduling
Ad scheduling lets you specify certain hours or days of the week when you want your AdWords ads to appear. For example, you might schedule your ads to run only on weekdays, or from 3:00 until 6:00 p.m. daily. With ad scheduling, a campaign can be programmed to run every day, or as seldom as 15 minutes per week.
Ad scheduling also includes an advanced setting which lets you adjust pricing for your ads during certain time periods. For example, if you find that your ads get the best results between 8:00 and 11:00 a.m., you can bid more for impressions or clicks during that period.
Ref: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=117585
Adwords Campaign Experiments (ACE Test)
AdWords Campaign Experiments (ACE) is a tool that allows you to accurately test and measure changes to your keywords, bids, ad groups, ads, placements and more. ACE allows you to test and measure changes in real-time by executing your experimental campaign alongside your original campaign. By performing this type of simultaneous split test, we can tell you precisely the kind statistical changes your Search and Content campaign changes will produce.
Keyword Matching Options
We will be utilizing the four keyword matching options to help determine which Google searches can trigger your ads to appear. These four matching options can help control who sees your ads:
1. Broad match: keyword
Allows your ad to show on similar phrases and relevant variations (The broad match modifier may also be used to further refine your broad keyword matches: +keyword.)
2. Phrase match: “keyword”
Allows your ad to show for searches that match the exact phrase
3. Exact match: [keyword]
Allows your ad to show for searches that match the exact phrase exclusively
4. Negative match: -keyword
Ensures your ad doesn’t show for any search that includes that term
With some options, you’ll enjoy more ad impressions, clicks, and conversions; with others, you’ll get fewer impressions and more narrow targeting. By applying the appropriate matching options to your keywords, you can best meet your ROI goals.
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6100
Budget Management
Your daily budget is the amount that you’re willing to spend on a specific AdWords campaign each day. AdWords displays your ads as often as possible while staying within your daily budget. When the budget limit is reached, your ads will typically stop showing for that day. How quickly your ads are shown during a given day is determined by your ad delivery setting.
Ref: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6312
Part of our AdWords campaign management is ensuring that you get the best ads placement possible with the budget you have allotted for your campaign.
Keyword Bid Management
A Keyword Bid is the dollar amount that an advertiser is willing to pay to display an ad relative to the competition. So in essence, Keyword Bid Management is how you control the bids to maximize the aforementioned dollar amount favorable to the advertiser.
Negative Keyword Research
Negative keywords are a core component of a successful keyword list. Adding a negative keyword to your ad group or campaign means that your ads won’t show for search queries containing that term. By filtering out unwanted impressions, negative keywords can help you reach the most appropriate prospects, reduce your cost-per-click (CPC), and increase your ROI.
Ref: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=63235
We will be performing keyword research to create a list of the appropriate negative keywords that we’ll be using to filter out unwanted impressions.
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