The key to having a manageable and effective campaign is the a well-planned strategy. But first, you need to learn the basics. Once you get the basics down, it will be easier to build your own strategy that works for you.
Action Steps
The best contacts and resources to help you get it done
Choose Your Keywords
Choose targeted keywords that are highly relevant to what you are trying to accomplish. If you are a pediatric doctor in Dallas, choose keywords like "dallas pediatric doctor" instead of just "doctor". Also, check and see that there are enough searches for that keyword. Then group your keywords into different categories.I recommend: Overture's Keyword Selector Tool allows you to research related keywords and how many searches for that keyword for that month.
Create Landing Pages
Create several landing pages - one for each of your keyword categories. Optimize each landing page with the keywords you've selected for that category. Make sure that the keywords are also included in the body of the page.I recommend: ClickMuse Software for optimizing your landing pages. It also has features that allows you to test two different landing pages.
Create your Adwords Campaign
Set up your campaigns so it focuses on different targets - whether by location, target market, product, etc. For example, if you are department store, and you want to run a campaign for your clothing deparments, create a campaign for Men's Clothing and a separate campaign for Women's Clothing.I recommend: Google Adwords Help Center - Example Campaign for Single Product/Service
Categorize Campaigns in Groups
In each of your campaigns, create several Ad Groups based on the categories you made with your keywords. Using the Mens Clothing example above, create several Ad Groups under that campaign. Group all related keywords into Ad Groups. For example, men's tie in one Ad Group and men's shoes in another Ad Group. Then do the same for each of your other campaigns.I recommend: Perry Marshall's 5 Days to Success with Google Adwords
Write your Ads
Write 2 different ads for each of the Ad Groups you have. Make sure to use the keywords you are bidding on in the ad copy - preferably in the headline of the ad. This will cause the search keyword in your ad to display in bold.I recommend: How To Write Little Tiny AdWords Ads That Bring Giant-Sized Profits by Karon Thackston
Track your Conversions
Track your results by inserting the Google Adwords code to the results page of your website. This is usually the page where customers are taken to after they complete a sale or an action.I recommend: Google's Help Center for information on setting up and using conversion tracking
Monitor your results
Pay attention to CTR (Click-Thru-Rate), CPC (Cost-Per-Click) and your CR (Conversion Rate). If you're not getting enough clicks, it might mean that your bids are too low or you need to change your ad copy. If you have a good CTR but a low conversion rate, then it probably means you have to tweak your website.I recommend: ClickTracks to monitor your website traffic and performance.
Tips & Tactics
Helpful advice for making the most of this Guide
- If you need to use both Google Search Results and Content Network, use separate campaigns. This way, you'll have more control of your bids and your budgets.
- Always have 2 ads and select Rotate Ads in your campaign settings. Monitor and then improve the lesser performing ad then test again.
- If your website address is a combination of several words, capitalize the first letters of each word in the Display URL of your ad. i.e. www.MyWebsiteAddress.com.
- When grouping keywords into Ad Groups, group together similar keywords in the same Ad Group. For example, air fresheners and cheap air fresheners in the same Ad Group, and car fresheners and tree car fresheners in another Ad Group.
- Strategize your website's sales process so it leads your site visitors to a successful sale.
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