Google AdWord Campaigns

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What are Google AdWords?• Automated Auction• Searched Keywords appear under ‘Sponsored

Link’ section

How does it work?• Crawlers sent to scan your website• Google determines best placement

AdWord TerminologyGoogle keeps a full glossary of AdWord

terminology.

Here are a few useful ones to know:

Create a Google AdWord AccountIf you already have a gmail account then you will be able to use that as your AdWord account as well.

Create Your First Campaign1. Choose your budget2. Create your ads3. Select Keywords that match your ads to

potential customers4. Enter your billing info

Campaign Settings• Audience• Networks• Daily Budget• CPC Bids

AdsHere's how an AdWords text ad will look:

Advertise with GoogleWant fast results?

Create your ad campaign today!www.adwords.google.com

Activating Your Account and Signing In

https://adwords.google.com

Sections of Your Account

There are 6 main sections or tabs to your account.

Account Organization• Your account is organized into 3 levels

AdWords Structure

Structure Tips• Name campaigns appropriately• Split campaigns into Ad groups• Use one theme per campaign• Aim for a minimum of 3 ad groups

Structure Exercise• Name your campaign• Create Ad groups

Keywords• Tightly themed• Small group vs. large group• Easier Ad writing

Match Options• When will Ads be displayed• Broad Match• Negative Match

Keyword Tips• Step into your customer’s shoes• Match keywords to Ad’s text• Use Google keyword tool• Regularly review keywords• Use negative keywords

Ads• Differentiate yourself from competitors• Grab attention• Create different Ads for different Ad groups• Focus on the product that is being sold not

general company information

Success• Successful: Create description specific to why

buying from company is beneficial• Successful: Call to Action• Unsuccessful: Do not create a general

description or one that does not include a call to action

Success• Link to specific page• Successful: www.acmesports.ca/skates.html• Unsuccessful: www.acmesports.ca/

Targeted Ad Tips• Use keywords in Ads• Include specials• Call to action• Direct users to relevant pages on site

Content Network• Ads show up in search results as well as

websites using Adsense• Good method to generate more Ad listings

Setting Goals• Differs from company to company• What is the goal?– Sign up?– Purchase?– Traffic?

Setting Goals• Keyword Status– Eligible status

• Average Position– 11 ads shown

Setting Goals• Quality Score– Score that is given to each keyword

Further InformationGoogle has many comprehensive guides and

videos at your disposal.