1. Overview of Campaigns and Ad groups
Jim Jansen
College of Information Sciences and Technology The Pennsylvania State University

2. 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) 2

3. Okay, First, some knowledge about keyword advertising
Then, we’ll talk campaigns and Ad groups
After, you start mapping out your account structure

4. 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.)

5. Example: Search Placement

6. Example: Content Placement

7. 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

8. What does the search placement process look like?

9. Advertisers only pay the search engine when an ad is clicked on
Advertiser creates an account
Advertiser chooses keywords to link searchers to products
Pricing based on keyword. Advertisers bid to have higher ad placement based on keyword
Ad displayed on search engine when one of the keywords is searched
Potential customer uses the search engine by submitting a query
The Sponsored Search Process

10. Where do these ads appear?

11. 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 11

12. Google Search Network Google’s Search Network Partners
Actual Search Engines AOL.com Netscape.com Earthlink.com Lycos.com ATT.com Ask.com TechTarget.com ComCast.net CNET Search.com MyWebSearch.com information.com myway.com bellsouth.net dogpile.com adelphia.net comcast.net earthlink.net optonline.net
Google’s Search Network Partners
Non-search Sites About.com Shopping.com CompuServe.com nytimes.com howstuffworks.com business.com oingo.com Tripadvisor.com dealtime.com infospace.com zapmeta.com gppgle.com faster-results.com gawwk.com inspirationalbibleverses.com isohunt.com 1.24, cs.com, curiousquotes.com, findtarget.com
You have limited control on the Google Search Network – it is all or nothing

13. 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

14. Select where you want your ads to appear on Search
Select where you want your ads to appear on Search. Just Google or Google and Search Partners.

15. 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!

16. Okay, what is this campaign you are talking about?
Let’s review how our account is structured

17. Think of this as your SMB (i.e., car dealer, bakery, etc.).
Think of this as product or service lines (e.g., cars vs. trucks, cakes vs. cookies, etc.)
Think of this as individual product or service (Kia Spectra, bran muffin, etc.) 17

18. Look what else we do at the campaign level: budget, language, geo-targeting, client devices, scheduling, and content network.
It is at the campaign level where you determine whether or not to show ads on just Google or also the Google Search Network 18

19. Account: An AdWords account can contain up to 25 campaigns
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
;; and ad groups combine keywords with the ads that will show when those keywords are searched on Google. You have the ability to name your campaigns. 19

20. Account Campaign A Campaign B Ad Group 1 Ad Group 2 Ad Group 3
You will need to develop strategy at both the Campaign-level and the Ad group-level for success!
Account
Today, we are going to develop a strategy at the Campaign-level for your success!
Campaign A
Campaign B
Ad Group 1
Ad Group 2
Ad Group 3
Ad Group 4
Each Ad Group can trigger one or more ads.
keywords
keywords
keywords
keywords
advertisements
advertisements
advertisements
advertisements
landing pages
landing pages
landing pages
landing pages 20

21. Why do we want an account with a good campaign structure?
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 21

22. 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!)

23. 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 23

24. 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

25. Take 10 minutes 25

26. Now to the details of campaigns
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 26

27. Example
Let’s say that I go with these

28. Jansen’s AdWords Account
Campaigns
Contact
Military
Academic
Personnel
Blog
But, do all of these really make sense?

29. Jansen’s AdWords Account
Campaigns
Contact
Military
Academic
Personnel
Blog

30. Now that we got the strategy,
How do we implement?

32. Give your ad campaign a name that captures the essence of your marketing theme (in example of Jansen, 3 campaigns, Academic, Blog, Military)

33. Campaign Structure and Strategy
Numerous ways to refine
This will get us started though
More importantly, off to a good start! 33

34. 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.

35. Thank you! (reminder to do your daily logs)
Jim Jansen
College of Information Sciences and Technology The Pennsylvania State University