Build a high converting Google Adword Campaign
by, 01-15-2012 at 02:53 PM (779 Views)
Most of the time in this forum we are always discussing search optimisation (SEO) related issues. As we all know, PPC is the other side of the search engine marketing coin. Looking at building a PPC campaign from the ground, one of our members wrote a nice intro to creating Google PPC campaign,, excerpts from the tutorial can be found below.
To get the most out of Google Adwords some tasks should be carried out online. For most day-to-day tasks it is far easier to download and install 'Google Adwords Editor' free .
Whenever you make changes in Adwords editor they must be posted to Google before you close the programme otherwise they will not take effect. Upon opening Adwords Editor, you must get recent changes to ensure all the information you are viewing is up to date. It is important to make changes several hundred at a time rather than in the thousands, Google does not like massive changes in one go and adverts can be limited immediately for several days after large alterations to campaigns.
Two campaigns run at once. General Test Bed and High Performers, these will be live. A third campaign named Trash Can is permanently paused for unproductive keywords.
- Specific Adgroups are created for new keywords which are similar in type (i.e. Adgroup 'Dating Sites' for all keywords relating to dating sites).
- To begin with the bid amount of each adgroup is set to a minimum and increased tentatively.
- Create new keywords monthly.
- New keywords can be found by using the Keyword Tool function in Adwords online. Choose a keyword from the High Performers list. Search for suggested new keywords and then export the results, these must then be analyzed to filter out the keywords which bear no resemblance to the trade.
- Keywords need to be set to active, as does the ad-group and the campaign (apart from 'Trash Can'). These can all be paused or activated at any one time, individually or as a whole. After all new keywords are posted to Google, it is essential that a 'duplicate' keyword search is carried out across the whole account.
- Once an adgroup has been created, and keywords added, an advert must be created to entice people to click on these keywords. It is best to create a single advert to begin with, this should ideally make reference to the keywords/adgroup within the advert. The keyword, or part of it, should appear in the title of the add.
- All new keywords should be trialed with Broad match type. When looking at successful keywords, the opportunity will arise to create Phrase and Exact match type versions of the same words.
You can read the full tutorial here