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10-Spaces Consulting, Inc
  design & strategy for the web


      PPC Training
          Session 3
Creating Adwords Campaigns
Keyword Goals

• Affordability - afford clicks-to-sale/ROI
• Traffic Volume - capture learning traffic
• Conversion - simplest approach
Bidding

• Match Type
 • Broad - search query contains your word
 • Exact - phrased/ordered exactly
 • Phrase - contains no KW/phrase pref.
Campaigns

• Why create them
• What can be controlled
• How can they be leveraged
Adgroups

• How to organize
• Budget control
• Testing
• Ad copy control
Budgeting

• Forecasting 1% and 2%
• Brand Impressions
• Lead generation
• Break even cost-per-acquisition (CPA)
• ROI from Life Time Value (LTV)
Cost Savings

• Click through rates - higher the better,
  unless too high
• Quality Score - three tiered black box
• Negative Words - use Keyword Tool, Search
  Query Report
Google Tools

• Adwords Editor
• Reports - manual/automated
• Keyword Tool - negative words, search
  volume
More PPC Tools

• KeywordSpy
• KeywordDiscovery
• SpyFu
• NicheBot
• SEO Elite / Keyword Elite

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Creating and Organizing Google Adwords Campaigns

  • 1. 10-Spaces Consulting, Inc design & strategy for the web PPC Training Session 3 Creating Adwords Campaigns
  • 2. Keyword Goals • Affordability - afford clicks-to-sale/ROI • Traffic Volume - capture learning traffic • Conversion - simplest approach
  • 3. Bidding • Match Type • Broad - search query contains your word • Exact - phrased/ordered exactly • Phrase - contains no KW/phrase pref.
  • 4. Campaigns • Why create them • What can be controlled • How can they be leveraged
  • 5. Adgroups • How to organize • Budget control • Testing • Ad copy control
  • 6. Budgeting • Forecasting 1% and 2% • Brand Impressions • Lead generation • Break even cost-per-acquisition (CPA) • ROI from Life Time Value (LTV)
  • 7. Cost Savings • Click through rates - higher the better, unless too high • Quality Score - three tiered black box • Negative Words - use Keyword Tool, Search Query Report
  • 8. Google Tools • Adwords Editor • Reports - manual/automated • Keyword Tool - negative words, search volume
  • 9. More PPC Tools • KeywordSpy • KeywordDiscovery • SpyFu • NicheBot • SEO Elite / Keyword Elite