Overview of Campaigns andAd groups

Jim Jansen

College of Information Sciences and Technology The Pennsylvania State University

jjansen@ist.psu.edu

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)

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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

• Sponsored search 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.)

We are going start out focusing just on search placement ads

… after we get the hang of that, we will move to content placement

What does the search placement process look like?

The Sponsored Search Process

Advertiser creates an

account

Advertiser chooses

keywords to link

searchers to products

Ad displayed on search

engine when one

of the keywords

is searched

Pricing based on keyword.

Advertisers bid to have higher ad placement based on keyword

Advertisers only pay

the search engine

when an ad is clicked

on

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 NetworkGoogle’s Search Network

Partners• Actual Search Engines

AOL.comNetscape.comEarthlink.comLycos.comATT.comAsk.comTechTarget.comComCast.netCNET Search.comMyWebSearch.cominformation.commyway.combellsouth.netdogpile.comadelphia.netcomcast.netearthlink.netoptonline.net

Google’s Search Network Partners• Non-search Sites

About.comShopping.comCompuServe.comnytimes.comhowstuffworks.combusiness.comoingo.comTripadvisor.comdealtime.cominfospace.comzapmeta.comgppgle.comfaster-results.comgawwk.cominspirationalbibleverses.comisohunt.com1.24, cs.com, curiousquotes.com,findtarget.com

You have limited control on the Google Search

Network – it is all or nothing

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 product or service lines (e.g., cars vs. trucks, cakes vs. cookies, etc.)

Think of this as your SMB (i.e., car dealer, bakery, etc.).

Think of this as individual product or service (Kia Spectra, bran muffin, etc.)

It is at the campaign level where you determine whether or not to show ads on just Google or also the Google Search Network

Look what else we do at the campaign level: budget, language, geo-targeting, client devices, scheduling, and content 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

Campaign A Campaign B

Ad Group 1 Ad Group 2 Ad Group 3 Ad Group 4

You will need to develop strategy at both the Campaign-level and the Ad group-level for success!

advertisements

keywords

landing pages

advertisements

keywords

landing pages

advertisements

keywords

landing pages

advertisements

keywords

landing pages

Today, we are going to develop a strategy at the Campaign-level for your success!

Account

Why do we want an account with a good campaign structure?

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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

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

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• 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

Example

Let’s say that I go with these

Jansen’s AdWords Account

Contact Academic Personnel Email BlogMilitary

AccountCampaigns

But, do all of these really make sense?

Jansen’s AdWords Account

Contact Academic Personnel Email BlogMilitary

AccountCampaigns

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

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• Numerous ways to refine• This will get us started though• More importantly, off to a good start!

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

jjansen@ist.psu.edu