Structuring a Google Adwords Campaign 1 Google Adwords allows you to advertise in Google search results and the wider Google advertising network. You can organise which search terms your ad appears for, allowing for a targeted campaign. 2 Start by organising your account Your account can have 25 campaigns, each with up to 100 ad groups, containing numerous keywords. Keyword Keyword Keyword URL URL URL 3 You should split your campaigns up by theme. Campaign Adverts Campaign Ad Group Geography Languages Search Engines Time of Day Budget Devices 4 You should split your campaigns into ad groups Ad Group Max Click Cost Share of Budget Search engines look here to determine what your adverts will contain in terms of keywords, text and URL. TOP TIP Create highly relevant ad groups to increase your quality score and lower the cost of bids Keyword Keyword Keyword URL URL URL Adverts Trigger Words Landing Pages Text Message Write relevant text adverts 5 6 • Brainstorm within your team • Ask your customers • Use the Google Keyword Planner Allocate your keywords to the most relevant ad group Refine your Adwords campaign by removing all keywords that are irrelevant Pick keywords that are most relevant to your product or service. Find the best keywords by doing some research: 7 You can choose how accurate a search term has to be for your ad to appear • Broad match Triggers ad for terms similar to your keywords • Exact match Triggers ad for terms that exactly match your keywords. • Phrase match Triggers ad where a phrase contains your exact keyword • Negative match Stops your ad from appearing if a certain word is used in a search term. TOP TIP The more organised your Google Adwords campaign is, the more efficiently and effectively you can run it. 1 1 Salters House Salters Court 156 High Street Hull HU1 1NQ 0333 772 9892 [email protected] For more information contact us