Partner

November, 2008

5 Steps to Mastering 5 Steps to Mastering Google AdWords CampaignsGoogle AdWords Campaigns

Ophir Cohen, CEOCompucall Web Marketing Ltd.

oc@ophircohen.com +972-3-6447172Web: http://www.Compucall-USA.comBlog: http://www.OphirCohen.com

5 STEPS TO MASTERING YOUR GOOGLE ADWORDS CAMPAIGN

• Compose a winning strategy• Create a Structured Campaign • Carefully Select your Keywords• Monitor & Optimize Quality Score• Optimize CPA (Cost Per Acquisition)

STEP 1: COMPOSE A WINNING STRATEGY – CAMPAIGN CYCLE

• Define your campaign KPI’s• Set your KPI’s baseline and define goals.• Create a measurement platform (Web Analytics)• Create your campaign• Optimize your campaign

STEP 2: CREATE A STRUCTURED CAMPAIGN

Unique Email Address & PasswordBilling InformationAccount Preferences

Unique Email Address & PasswordBilling InformationAccount Preferences

Master Account

Campaign A•Start & end dates•Daily budget•Google Network preference •Language and location targeting

•Start & end dates•Daily budget•Google Network preference •Language and location targeting

Campaign BYou can (usually) have up to 25 Ad Campaigns

Ad Group 1 Ad Group 2

10’s of Keywords3 or more Text AdsBids

Ad Group 110’s of Keywords3 or more Text AdsBids

Recommended to have up to 100 Ad Groups

10’s of Keywords3 or more Text AdsBids

STEP 2: CREATE A STRUCTURED CAMPAIGN

• Use the Google AdWords Editor• Use Geo-Targeting in the architecture • Use Small and Targeted Ad Groups • Test different Creative and Landing Pages• Search Vs. Content Vs. Placement Targeting• Text Ads Vs. Display

STEP 3: KEYWORD RESEARCH & ANALYSIS

• Expand your Keywords list(Google tool, keyword permutation, word tracker, keyword discovery, keyword spy, spy.fu and others)

• Utilize matching (broad, exact, phrase, negative)

• Long Tail.. Long tail.. long Tale.. Lung tail.. ..זנב ארוךlarga cola..

STEP 3: CAREFULLY SELECT YOUR KEYWORDS

https://adwords.google.com/select/KeywordToolExternal

STEP 4: MONITOR & OPTIMIZE QUALITY SCORE

“Quality Score is a dynamic variable assigned to each of your keywords.

It’s calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user’s search query.”

STEP 4: QUALITY SCORE EXAMPLES

STEP 4: QUALITY SCORE TIPS

• Use the keyword on the ad title and description• Utilize dynamic keyword insertion

{KeyWord: My default Ad text}• Repeat the keywords on your landing pages• Optimize your landing page

(example: WebSite Optimizer)

STEP 5: OPTIMIZE YOUR CPA

• CPA = Cost per Acquisition• CPA = Total Cost per Goal

(can be sale, download, lead etc.)

• CPA is influenced by:– Cost per Click– Conversion Rate

• Define Max CPA• Optimize Campaign to

meet your goals

STEP 5: OPTIMIZE YOUR CPA - THE CPA SENSITIVITY MODEL

Target CPA: $50 - $70

THANKS FOR YOUR TIME!

Download Goodies at:

http://www.OphirCohen.com/goodies

Ophir Cohen – CEOCompucall Web Marketing

oc@ophircohen.com +972-3-6447172Web: http://www.Compucall-USA.comBlog: http://www.OphirCohen.com