More Performance Stuff

Jim Jansen

College of Information Sciences and Technology The Pennsylvania State University

jjansen@ist.psu.edu

Think of this as Product or Service lines.

Think of this as your company.

Think of this as individual Products or Services.

If your client has a good Website, you can model your campaigns off the major sections of the

Website. Budget stuff happens here!

Link each AdGroup to a specific Webpage on your client’s Website. Keyword selection and a

lot of critical metrics happen here!

The Account Structure should reflect your marketing strategy! (the details should support this strategy!)

What About Performance for the Challenge?

• Final algorithm incorporates …

• 30 different signals (i.e., metrics) …

• in 5 categories

• Performance • Account structure• Tool and feature usage• Advertiser savviness• Budget management

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Campaign Metrics• Account structure: An excellent account structure– mirrors the structure of the client’s Website– campaign grouped by product lines– each campaign contains multiple Ad Groups– each Ad Group contains ad texts/variations

specific to these subsections and a targeted and specific keyword list

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It other words – you have to have a smart marketing strategy!

Campaign Statistics• Optimization techniques

• how well you implement the optimization techniques and best practices

– What techniques? Geo-targeting, keyword matching variations, A – B testing, etc.

• how you optimized the Google network to your advantage (e.g. how effectively you used the content network)

– Certainly, Google, Google search partners, and (a little) in the content network

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Campaign Statistics• Account activity & reporting

• Review and change your approach over time to ensure you get the most from your campaigns

– (i.e., you have to engage your campaign multiple times a day, split AdGroups if needed, revise ad, change budget

• Use the Report Center and take actions as a result– Look in AdWords accounts Report – Nice overview of reports at

https://adwords.google.com/support/bin/topic.py?topic=69&hl=en_US

• Your team’s AdWords Account Manager should take manage these reports during the campaign

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Campaign Statistics• Performance & budget

• effectively use your budget across your keywords throughout the competition (*don’t* go over!)

• edit the cost-per-click of individual keywords during campaign (keyword management everyday!)

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Campaign Statistics• Relevance

• Achieve a strong click-through rate (need to get clicks in addition to impressions daily keyword management)

• Create relevant and effective advertising (write good ads that get clicks!)

• Revisit your campaigns and change where necessary (focus not just at the AdGroup level, but also the campaign level)

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Team Exercise for Designing an Effective Campaign

As a team, 1. Continue to develop 3 to 5 campaigns and implement

in your AdWords accounts (think marketing strategy!)2. Continue to develop AdGroups for these Campaigns,

including keywords3. Check your estimated traffic (i.e., impressions), CTR,

and daily cost. What can you afford to bid?4. Manage your budget - work your account to a total

spent of $9 per day. 5. Ensure that the team knows what is expected of the

AdWords coordinator (i.e., define duties)6. Reminder – Pre-Campaign Report (I want to see NLT

Monday 23 February.)

Thank you!(reminder to do your daily logs)

Jim Jansen

College of Information Sciences and Technology The Pennsylvania State University

jjansen@ist.psu.edu