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5 Steps to Mastering Google AdWords Campaigns Ophir Cohen, CEO Compucall Web Marketing Ltd. oc@ophircohen.com +972-3-6447172 Web: http://www.Compucall-USA.com Blog: http://www.OphirCohen.com. November , 2008. 5 STEPS TO MASTERING YOUR GOOGLE ADWORDS CAMPAIGN.

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November , 2008

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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


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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 l.jpg

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


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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 


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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


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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..


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STEP 3: CAREFULLY SELECT YOUR KEYWORDS

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


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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.”


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STEP 4: QUALITY SCORE EXAMPLES


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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)


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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


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STEP 5: OPTIMIZE YOUR CPA - THE CPA SENSITIVITY MODEL

Target CPA: $50 - $70


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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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