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Why is my campaign a mess ? and what can I do about it ?

Why is my campaign a mess ? and what can I do about it ?. Jim Jansen College of Information Sciences and Technology The Pennsylvania State University jjansen@ist.psu.edu. First some important admin stuff …. T-shirts are in ! . Again, thanks to Karen Lee for the design !.

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Why is my campaign a mess ? and what can I do about it ?

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  1. Why is mycampaign a mess?and what can I do about it? Jim Jansen College of Information Sciences and Technology The Pennsylvania State University jjansen@ist.psu.edu

  2. First some important admin stuff …

  3. T-shirts are in!  Again, thanks to Karen Lee for the design!

  4. Daily logs and admin • Daily Logs • A lot of activity around client communications, pre-campaign reports • A lot comments like “coming together for me now” (i.e., seeing the big picture) • Appears to be a lot of use of Google AdWords Editor • Thursday 25 Feb – guest speaker, Tanya Ferrell from IMPAQT

  5. Note:if you are not onLinkedIn, you should be

  6. IMPAQT Donated the $1,000! for Prizes Local Competition 1st, 2nd, and 3rd Thanks, IMPAQT

  7. Tanya will arrive about 3 pm if folks are interested in talking with her about employment or internships • Her email is Tanya Ferrell tferrell@impaqt.com • If you can’t meet with her before class, certainly drop her your resume and introduce yourself after her talk

  8. Other Speakers • Decided to add some more speakers to our roster • Although takes up some class time, with so many folks looking for jobs and internships it seems to be a good use of time in the long run • Looking at Pepperjam, GSI, and Razorfish (plus, the author of AdWords for Dummies)

  9. Okay, to the content …

  10. We are bringing it all together! By design and necessity, we’ve been covering one or two links of the keyword advertising chain at a time Now, we should see how everything links together to form the whole chain (i.e., keyword advertising process)!

  11. Why is mycampaign a mess?and what can I do about it? Jim Jansen College of Information Sciences and Technology The Pennsylvania State University jjansen@ist.psu.edu

  12. Status of Your Campaign and Account • We have covered a lot of keyword advertising stuff in a short amount of time … of course it is screwed up! • Although it is probably a mess, it is probably not as bad as you think • Consider what you have now your prototype. Rapid prototyping is a great development and building technique! • Now, we work on version 02! • Building version 02 may mean scrappingeverything and starting over, making some minor tweaks, or anything in between.

  13. The Account Structure should reflect yourmarketing strategy!(the details should support this strategy!) Think of this as your company. Think of this as Product or Service lines. If your client has a good Website, you can model your campaigns off the major sections of the Website. Budget stuff happens here! Think of this as individual Products or Services. Link each Ad group to a specific Webpage on your client’s Website. Keyword selection, ads, and a lot of critical metrics happen here!

  14. Obviously, we need some work to get our accounts squared away!

  15. Using Tools to Help! • However, we can use some tools to help us get our act together! • Some in Google AdWords, … some in Google AdWords editor, … and some third party apps • Let’s leverage what is Google AdWords first • Note: going to rapid fire through these, then you can experiment with

  16. This applies to the content network, which we discuss the last part of today’s lesson

  17. This applies to the content network, which we discuss the last part of today’s lesson

  18. This applies to the content network, which we discuss the last part of today’s lesson

  19. Let’s look at the Google AdWords Editor now

  20. Let’s look at some third party tools

  21. Word Stream The Keyword Management Tool http://dev-suggest2.wordstream.com/

  22. SpyFu http://www.spyfu.com/

  23. Keyword Combination Tool http://www.wordstream.com/keywords/

  24. Notice that they are almost all keyword tools!

  25. Effective Use of Tools for Keyword Management • Select two of the keyword management tools presented today (or ones that you already use). Experiment with the features of each. • Once you have settled on one that you like, use it to develop a refined keyword list for the Ad groups within your campaign (do at least one in class today). • List positives and negatives (best you write them down) of the tools • Discuss findings as a team. (Team leader, note lessons learned for real campaign. How are you going to leverage these tools for your advertising effort?) Take 20 minutes!

  26. Thank you!(reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University jjansen@ist.psu.edu

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