1. Adaptive Consultancy
4 Steps to Setting Up an Adwords Campaign

2. Agenda
• Keyword Research
• Competitor Research
• Adwords Campaign Structure
• Setting Up Your Ads

3. Keyword Research
• Use a keyword research tool
– Adwords keyword tool
– www.wordtracker.com
• Choose keywords that are relevant
• Consider stages of the buying cycle
– Research
– Consideration/Comparison
– Decision/Purchase
• Categorise your keywords into relevant groups

4. Competitor Research
• What keywords are your competitors bidding on
– www.keywordspy.com
• Look at their ad copy
– What are they focusing on?
• Features/benefits
• Pricing
• What pages are they linking to?
• Compare offerings
– Services/Products
– Service/Product selection
– Pricing

5. Campaign Structure
Geo Targeting
Daily Budget
Networks & Devices
Campaign
Start/End Dates
Target Keywords Ad Group Ad Group
Ads 1 2
URL Link Text Ad Keyword Text Ad Keyword

6. How To Decide On A Campaign Structure
Campaign
Campaign Level
• Geographical area
• Product/Service categories Ad Group Ad Group
• Stage in the buying cycle 1 2
Adgroup Level
• Have separate adgroup for each keyword category

7. Campaign Structure Example
Geo
Generic
Specific
Balloon Balloon
Sussex Bedford London
Ride Flight
Keywords: Keywords: Keywords: Keywords: Keywords:
Balloon ride sussex Balloon ride bedford Balloon ride london Balloon ride Balloon flight
Balloon rides sussex Balloon rides bedford Balloon rides london Balloon rides Balloon flights
Hot air ballooning sussex Hot air ballooning bedford Hot air ballooning london

8. Setting Up Your Ads- Keywords
• Choose relevant keywords
• Consider match type:
– Broad:This is the default option. If your ad group contained the keyword
'tennis shoes,' your ad would be eligible to appear when a user's search
term contained either or both words ('tennis' and 'shoes') in any order, and
possibly along with other terms. Your ads could also show for
singular/plural forms, synonyms, and other relevant variations.
– Phrase:If you enter your keyword in quotation marks, as in "tennis shoes,"
your ad would be eligible to appear when a user searches on the phrase
tennis shoes, with the words in that order. It can also appear for searches
that contain other terms as long as it includes the exact phrase you've
specified.
– Exact:If you surround your keywords in brackets -- such as [tennis shoes] --
your ad would be eligible to appear when a user searches for the specific
phrase 'tennis shoes,' in this order, and without any other words in the
search term.

9. Setting Up Your Ads: Ad Copy
• Ad Copy Structure
– Have target keyword in headline
– Have a Benefit in first line
– Have Feature in second line
– Feature keyword in display URL

10. Setting Up Your Ads:Landing Page Relevance

11. Talk to adaptive
Markus Goess- Saurau
Tel: 0207 163 7978
Email: markus@adaptiveconsultancy.com
Visit adaptive
www.adaptiveconsultancy.com