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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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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

5 steps to mastering your google adwords campaign
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
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

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 
step 2 create a structured campaign5
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
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
STEP 3: CAREFULLY SELECT YOUR KEYWORDS

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

step 4 monitor optimize quality score
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 tips
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
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
thanks for your time
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