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Mastering Google AdWords Campaigns in 5 Steps

Learn how to compose a winning strategy, create a structured campaign, carefully select your keywords, monitor and optimize quality score, and optimize your CPA for Google AdWords campaigns.

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Mastering Google AdWords Campaigns in 5 Steps

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  1. 5 Steps to Mastering Google AdWords Campaigns Ophir Cohen, CEOCompucall Web Marketing Ltd. oc@ophircohen.com +972-3-6447172 Web: http://www.Compucall-USA.comBlog: http://www.OphirCohen.com November, 2008

  2. 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)

  3. 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

  4. Unique Email Address & PasswordBilling InformationAccount Preferences Master Account You can (usually) have up to 25 Ad Campaigns Campaign A Campaign B • Start & end dates • Daily budget • Google Network preference • Language and location targeting • Start & end dates • Daily budget • Google Network preference • Language and location targeting Recommended to have up to 100 Ad Groups Ad Group 2 Ad Group 1 Ad Group 1 10’s of Keywords3 or more Text Ads Bids 10’s of Keywords 3 or more Text Ads Bids 10’s of Keywords 3 or more Text Ads Bids STEP 2: CREATE A STRUCTURED CAMPAIGN 

  5. 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

  6. 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..

  7. STEP 3: CAREFULLY SELECT YOUR KEYWORDS https://adwords.google.com/select/KeywordToolExternal

  8. 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.”

  9. STEP 4: QUALITY SCORE EXAMPLES

  10. 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)

  11. 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

  12. STEP 5: OPTIMIZE YOUR CPA - THE CPA SENSITIVITY MODEL Target CPA: $50 - $70

  13. Thanks for your Time! Download Goodies at: http://www.OphirCohen.com/goodies Ophir Cohen – CEOCompucall Web Marketing oc@ophircohen.com +972-3-6447172 Web: http://www.Compucall-USA.comBlog: http://www.OphirCohen.com

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