Google Ad words Sample Setup

1
List of Keyword Tools

• Google Keyword planner
• Search Term/Query Report
• WordStreems Keyword Tool
• Competitor Source Code
• YouTube Keyword Tool
• KeywordTool.io
• Word Tracker
• Keyword Discovery
• SEObook

2
How to Optimize the Campaign

• Step 1Research Keywords with High Commercial
  Intent
• First of all you have to research for the
  keywords containing high search volume.
• Those keyword should be relevant to the user
  search query and can easily trigger your ad.
• Step 2 Carefully Design Your Landing Pages to be
  Highly Relevant
• If landing page is not visually spectacular, but
  it does contain some important elements of a good
  landing page, like a strong headline and a clear
  call to action.
• Step 3 Tighten-Up Your Ad Groups to Increase
  Relevance
• Suppose if you are providing different types of
  service, Better to create separate ad groups with
  relevant keywords based on common theme.
• Here you need to maintain specific relevant
  landing page once user click on your ad. All
  these will help you to increase CTR relevancy
  to your webpage or website.
• Then you will get good quality score that leads
  to low CPC.
• Step 4 Develop A Diversity of Landing Pages
• If you have multiple set of services, for that
  you need to create separate keywords,
• Ad groups, Campaign for each of the services.
• When you create like this, user can easily get
  the information what hes exactly looking for.
• At the same time you can increase website
  sessions also.
• Step 5 Let Conversions Guide Your Way

3
How to Launch Successful Campaign

• Step 1 Ideation, research goal setting
• Know your audience and what resonates. They are
• Which part of the marketing funnel are you
  targeting?
• Which topics are popular with your audience?
• What is there a need for?
• Be as specific as possible when setting goals.
• Step 2Building your campaign landing page
• Having a dedicated landing page for every
  marketing campaign allows you to direct prospects
  toward the goal in a concise, compelling manner
  and allows you to easily track the success of
  your campaign.
• Step 3Setting up goal tracking
• If youre going to invest time and resources into
  your brilliant ideas, youll want to know how
  your campaign is performing.
• Google Analytics can be useful in tracking
  straightforward goals and conversions.
• Step 4Distributio and promo
• After youve created all the things and set up
  all the tracking, youve gotta devise a game plan
  for getting it all out there.
• Which channels will you use to promote your
  campaign? Email, co-marketing initiatives,
  social, press releases maybe even a contest?
• Step 5 Lead nurturing
• After your campaign is launched, your work isnt
  done. You have to keep delivering value like The
  more details you have about your leads, the more
  opportunities you have to send them targeted
  offers that will make them happy

4
List of Industries we need to Target

• 1. Movie Productions
• 2. Software Industries
• 3. Event Management Companies
• 4. Start-up Companies, etc
• Note This Expense Management may reach to any of
  the industries. Above I have mentioned some major
  industry based on my view.

5
Performance Metrics

• The key Performance Indicators
• 1.Quality score
• Quality score is important for the Ad Words
  algorithm but its also Googles way of telling
  you what you need to do to make things better. As
  you improve your quality score wonderful things
  happen. Quality Score is given from 1-10 for a
  keyword, where 1 being the lower and 10 being the
  higher. Higher quality score will decrease the
  CPC and will increase the Ad rank.
• The Factors that affect quality score
• Keyword Relevancy, Click -Through Rate, Landing
  Page Quality, CTR of Display URLs
• The Benefits of Higher quality score results in
• Traffic, Ad positions, Site Links, Product
  Extensions
• The Disadvantages of Lower quality score results
  in
• High Costs, Less Exposure

6
Performance Metrics

• 2.Click-Through Rate
• CTR is the most important metric to determine the
  performance and success level of their campaigns.
  CTR was the most important factors in determining
  your quality scores
• CTR (No. of Clicks / No. of
  Impressions) 100
• Having high CTR leads to high QS, which result in
  lower CPC and good ad positions? Whereas, Lower
  CTR conveys that keywords or ads or both are not
  performing well, and in these cases you have
  start from scratch and rearrange campaign, list
  your keywords and be creative with ads.
• In order to improve the CTR try to create
  creative ad variations, add valuable sitelinks,
  and re-think on the grouping of ad group
  keywords (always target to match the search
  queries closely to the ads).

7
Performance Metrics

• 3.Conversion Rate
• Conversion Rate measures your success rate in
  reaching your goal through Ad Words. It is
  calculated when a user searches a query, clicks
  on your Ad, lands on your landing page and
  completes the desired action. Increase in
  Conversion Rate, reduces the Cost per Conversion
  which enables you to bid higher and reach wider
  audience, Strong conversion rates mean that the
  money you spend per click is coming back to you
  in profits
• 4.Cost Per Click
• Cost per click, the amount you pay for each
  click, is important because it ultimately
  determines the financial success of your
  campaigns. CPC might increase or decrease,
  showing the campaign to be in active state.
  Monitoring this metric daily gives you closer
  insights of your campaign performance

8
Performance Metrics

• 5.Cost Per Conversion
• Cost per Conversion is to achieve an action you
  care about i.e. acquiring a new customer or a new
  registration
• Cost Per Conversion Total Spent / No.
  of Conversions
• If Cost per Conversion is more, that means you
  paying more to attain one single conversion (or
  one single consumer), if the consumer is worth it
  then its completely fine, otherwise you are not
  attaining your return on investment. In these
  cases, think over again on landing pages and ad
  copies optimize the campaign to decrease your
  Cost per Conversion and gain more consumers

9
Sample Ad group Format Campaign Setup
10
SuggestionsBelow screenshots contains Exact
match , Broad Match modifiers phrase match
keywords. Mainly you are targeting Highly
commercial categories. So that you need to spend
large amount. Its better to use broad match
keywords also.
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Suppose if you use broad match keywords, based on
your ad relevancy, landing page experience
Quality score youll get more clicks. Sometimes
you have to spent very low CPC based on Quality
score.
12
Below screenshot is from Display Campaign. Mainly
this Campaign is designed for Impressions, views
as well as clicks. If you dont have conversion
tracking for this campaign, better to implement
conversion tracking. Then you have a chance to
get good leads or business deals.
13
Below screenshot is also from Display campaign.
In this we are having good impressions with low
AVG.CPC. For this type of campaigns you need to
increase CTR based on landing page ad
relevancy. It will help us to get more Business
value.
14
In Below screenshot were having good number of
clicks impressions when compared to remaining
ads in this campaign. We need to increase CTR
for this type of Ads, as well as remaining ads
also.
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