Thoughtful campaign organization is essential to success as a paid search marketer. Learn how to set up your campaign right from the start - or reorganize a campaign that needs work - and pay less for clicks while getting a better ad position! Learn exactly how to organize your PPC campaign to save time and deliver a better ROI. Check out Trada Reviews here: http://www.trada.com/trada-reviews/

1. Get Organized!
Organize Your PPC Campaign for Success
#organizePPC

2. trada.com
#organizePPC

3. Anna Sawyer,
Marketing Manager and
Super Organized Person
@annafsawyer
trada.com

4. Why get organized?
Follow me on Twitter!: @annafsawyer trada.com

5. Why is campaign
organization important?
Organized campaign =
better Quality Score
Better Quality Score =
lower click prices
higher ad position
better results

6. If your campaign is
disorganized?
You’ll lose ad
position, pay more,
and get fewer clicks
Your competitors will
beat you in traffic and
pay less
Follow me on Twitter!: @annafsawyer trada.com

7. Campaign structure
Follow me on Twitter!: @annafsawyer trada.com

8. Account
Campaign Campaign
Ad group Ad group Ad group Ad group
keywords keywords keywords keywords
& ads & ads & ads & ads

9. E-commerce example

10. Account:
ThinkGeek
Campaign: Campaign:
Apparel Toys
Ad group: Ad group: Ad group: Ad group:
Rock Guitar Shirts Drum Machine Shirts Giant Plush Microbes Gyroscopes
keywords keywords keywords keywords
& ads & ads & ads & ads

11. Ad group architecture
Follow me on Twitter!: @annafsawyer trada.com

12. Ad groups are the
foundation of a successful
search marketing campaign.

13. Essential practices for
ad group structure
Look for themes in
keyword lists
Reorganize general ad
groups
Ad text should be relevant
to every keyword
Follow me on Twitter!: @annafsawyer trada.com

14. Essential practices for
ad group structure
Use specific keywords
with specific ad text
Use general keywords
with general ad text
Follow me on Twitter!: @annafsawyer trada.com

15. Essential practices for
ad group structure
Keep ad groups very
small. 10-20 keywords is
standard.
Write multiple ads for
each ad group (we
suggest 4)
Follow me on Twitter!: @annafsawyer trada.com

16. How should you organize
your ad groups?
product theme
concept terminology
point in
tail size
buying cycle

17. How should you organize
your ad groups?
product theme
Snike Air Pegasus Men's
Running Shoe
concept terminology
Snike Sloop 2 Men's Trail
Running Shoe point in
tail size
buying cycle

18. How should you organize
your ad groups?
product theme
Snike red running
shoes
concept terminology
Snike red trail runners
point in
tail size
buying cycle

19. How should you organize
your ad groups?
product theme
Shoes for running
concept terminology
Shoes for trail running
point in
tail size
buying cycle

20. How should you organize
your ad groups?
product theme
Running shoes
Jogging shoes
Shoes for sprinters
Footwear concept terminology
Trainers
Kicks
Treads point in
tail size
buying cycle

21. How should you organize
your ad groups?
Short
Running shoes product theme
Snike shoes
Long concept terminology
Where can I buy
running shoes online
point in
Discount Snike running tail size
buying cycle
shoes on the web

22. How should you organize
your ad groups?
product theme
Awareness
Shoes for running concept terminology
Running shoes
point in
tail size
buying cycle

23. How should you organize
your ad groups?
Comparison
product theme
Snike running shoes price
Snike running shoes concept terminology
cheap
Best Snike running shoes point in
tail size
buying cycle
Best shoes for running
10K

24. How should you organize
your ad groups?
product theme
Direct
Snike Air Pegasus concept terminology
Men's Running Shoe
size 10
point in
tail size
buying cycle

25. Be creative!
Ad group: Barefoot is for Cavemen
Modern humans have the
Snike Air Pegasus.
Barefoot Running Free Shipping and Returns!
tradashoes.com/Snike
Follow me on Twitter!: @annafsawyer trada.com

26. The truth about mixing
match types
Follow me on Twitter!: @annafsawyer trada.com

27. Match types
broad match
keywords “phrase
match
keywords”
[exact match
keywords]

28. Ads could show for
Broad match: any of the following:
shoes
shoes to buy
tips for repairing shoes
shoes for horses
bowling shoes

29. Ads could show for
Phrase match: any of the following:
“running shoes”
buy running shoes
running shoes for kids
recycle running shoes

30. Ads will show for the
Exact match: following:
[running shoes]
running shoes

31. Mixing match types:
Don’t mix keywords
using all three match
types in one ad group.
Follow me on Twitter!: @annafsawyer trada.com

32. Think of it like this.
Broad match is great
for testing the waters.
Move what’s working
into a “phrase match”
ad group.
Use [exact match] for
keywords that convert
- and bid high.

33. Build out your negative
keyword list
Follow me on Twitter!: @annafsawyer trada.com

34. Negative keywords
Include negative
keywords in your
campaign to ensure
that your ad won’t
appear when a
searcher types in a
certain term.

35. Ad group: Negative keywords:
Running shoes
- used
- reviews
- repair

36. Negative keywords
make an ad group more
focused.
Use the search queries
report to brainstorm
more negative
keywords.

37. Search Queries Report

38. Reorganize a failing campaign
Follow me on Twitter!: @annafsawyer trada.com

39. A complete campaign
reorganization can take
a failing campaign and
rejuvenate it.

40. How do campaigns fail?
click prices
too high
not spending
budget
poor ad
position

41. Consider
separating ad
groups to create Break ad groups down
even more more finely by theme,
targeted ad copy. and remove poorly-
performing keywords.
trada.com

42. Constantly rewrite Write new ads for
and test ads (4 at your new ad groups -
a time). and keep writing them!
Ad testing is immensely
beneficial and gives you
great data.
trada.com

43. Constantly rewrite
and test landing
pages. Audit For an impeccably-
landing pages for optimized landing
SEO, which can be page, each ad group
a good indicator has a distinct landing
of landing page page.
quality.
trada.com

44. Use the first
page bid Changing your
estimate tool campaign structure can
to help ensure affect your bid pricing.
that your Always consult the bid
keywords are estimate tool - but
priced to serve remember, it’s not
ads on the first infallible.
page.
trada.com

45. Remember that small changes can
drastically improve your campaign, and
a complete overhaul will save you time
and money in the long run.
trada.com

46. TRADA PRESENTS
Click Fraud!
How it happens,
how you’re protected,
what you can do
Thursday, Jan 12

47. Here’s where we take two
minutes to show you how
Trada can help you scale your
online advertising
... and it doesn’t cost any more
than if you were to run PPC
or Facebook ads campaigns
yourself.
trada.com

48. Trada has thousands of online advertising
experts who do PPC and Facebook ads for you.

49. Multiple experts work
on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks

50. Turbine: a Trada Client

51. Turbine: a Trada Client
CAMPAIGN STATS:
Paid Search Experts: 15
Conversion Rate: 20% increase
Click-Through Rate: 40% increase
Cost-per-Conversion: 16% reduction

52. Turbine: a Trada Client
“The Trada marketplace quickly
made me comfortable enough
to ‘take my hands off the wheel’
on paid search. Trada’s paid
search experts know our
industry lingo and are running
on all cylinders, driving high
volumes to our Dungeons &
Dragons online gaming service.”
– Chase Huber Director,
Advertising

53. Time for questions! @annafsawyer
For more information or to schedule a Trada demo, email
sfox@trada.com
trada.com

54. Internet
Ads Update
Love Trada’s content? Anna and frequent conspirator
Matt Hessler release a weekly-ish fast-paced
podcast with practical tips for understanding and
capitalizing on current trends in online advertising.
Search for Trada in the iTunes store and
subscribe! It’s free!

55. Time for questions! @annafsawyer
For more information or to schedule a Trada demo, email
sfox@trada.com
trada.com