Easy steps to create Google pay per clck (PPC) campaigns for Beginners.

1. PPC Campaign
Planning and Structure
By: Hassan Imtiazi

2. A/c
Structure Adword
Account
Campaign Campaign
No.1 No.2
Ad group Ad group Ad group Ad group
1 2 1 2
List of
keywords
Not more than 50
keywords in any
adgroup

3. Example
Account
Furniture store
Campaign Campaign
Bedroom furniture Dining room furniture
Ad group Ad group Ad group Ad group
Beds Dressers Tables Chairs

4. Keyword Research

5. Brand names = exact match
All other : “ phrase “ match
Chose broad words carefully
Targeting Keyword
Strategy
Google Adwords matching
One word
Two words phrase
3 words phrase
Search Terms Product Exact and Demographic
Brand targeting
targeting targeting phrase and location
Use Google search
Use Google keyword
base keyword
research tool
research tool

6. Search term variations
•Plural and singular forms
•Fix, fixing, fix up, fixing up, how to fix up , fix it
•Spellings mistakes
•Spellings variations e.g. email , e- mail
•Hypenated version e.g. soup ladle and soup-ladle
•One word v/s two words e.g. tea cup and teacup
•Who what when

7. Adjective
Price
Product
Qualifier
Product
Brand
Type
Types of
keywords
Action
Location
request

8. Keyword Research and Matching Strategy
Broach Phrase
matching Negative
Exact Matching
Matching
Try to use phrase match as default to maximise reach
Brand name – exact- careful for broad match
Different ads for different adgroups
Limit high volume keywords by exact match

9. Broad Match
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 query contained either or
both words ('tennis' and 'shoes') in any
order, and possibly along with other terms.
Your ads could also be displayed for
singular/plural forms, synonyms and other
relevant variations.
Broad match keyword: Ads may show on searches for:
tennis
shoes
buy tennis shoes
tennis shoes
tennis shoe photos
running shoes
tennis trainers

10. Phrase Match
If you enter your keyword in quaotation
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.
Ads may show on Ads won't show on searches
Phrase match keyword:
searches for: for:
red tennis shoes shoes for tennis
"tennis shoes" buy tennis shoes tennis shoe
tennis shoes photo tennis trainers

11. Exact Match
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 terms in the query.
Ads may show on Ads won't show on
Exact match keyword:
searches for: searches for:
red tennis shoes
[tennis shoes] tennis shoes tennis shoe
buy tennis shoes

12. Negative Match
If your keyword is 'tennis
shoes' and you add the
negative keyword '-used,'
your ad will not appear for
any searches that contain the
word 'used'.
Ads may show on Ads won't show on
Keywords:
searches for: searches for:
tennis shoes used tennis shoes
tennis shoes
buy tennis shoes shoe used for tennis
-used
tennis

13. Creative

14. Use ad rotation
optimizer
Creative &
Optimisation
Destination landing
2- 4 creative’s for page & URL
A/B Testing
each adgroups
Use dynamic keyword insertions
Ad rotations for A/B testing
•Different ad for different ad groups
•e.g. 1st ad. only product
•2nd ad. product + call 2 action
•3rd ad. product + brand name

15. Ad creative
25 characters for 70 characters for the
the title ad text
Headline Keyword
Disp. line 1 USP- key benefit
Disp. line 2 features/call 2 action
A/B testing

16. Dynamic keyword insertion
Keyword insertion is an advanced feature that can help make your ad
more relevant to a diverse audience. To use keyword insertion, you place
a short piece of code into your ad text. Each time the ad shows,
AdWords will automatically replace the code with the keyword that
triggered the ad.
Keyword insertion may be used with any text-based ad.
When your ad appears on a search result page, the code will be
replaced by the keyword that triggered the ad. If the keyword is too long,
and would cause the ad text to exceed its character limit, the ad's
default text will be used instead.

17. Example;
Ad group
name:
Puppies code
golden retrievers, Labradors,
Keywords:
poodles, yorkies, puppies
Buy
Ad text:
{KeyWord:Puppies}
From an Award-Winning Breeder
Satisfaction Guaranteed!
www.Example.com
Search poodles Yorkies west highland terriers
query:
Buy Puppies
Buy Poodles Buy Yorkies
From an Award-
From an Award-Winning From an Award-Winning
Winning Breeder
Ad: Breeder Breeder
Satisfaction
Satisfaction Guaranteed! Satisfaction Guaranteed!
Guaranteed!
www.Example.com www.Example.com
www.Example.com
destination URL: http://www.Example.com/?kw={keyword:nil}

18. Budget & Bidding Strategy

19. •Position 2 – 5 ideal
•Bid define cost/ad position
•Position 1.1 to 1.2 show over
spending
Budget and Bid
Strategy Regularly see
your quality
score by clicking
status col. On
keywords tab.
Listing positions
Fri-Sat-Sun (1-3)
Day parting and During lunch
time parting hour & eve- (2-4)
Overall Budget During lunch Google Keyword
Max. CPC analysis tool to gain
Daily Budget hour & eve
a Quality Score
Fri-sat-sun whole rating of your ads
day from Great, OK or
Poor.

20. Highly untargeted words – less CTR- more budget less ROI
If click then uninterested shopper

21. Use conversation optimizer
The Conversion Optimizer is an AdWords feature that uses your AdWords Conversion
Tracking data to get you more conversions at a lower cost. It optimizes your
placement in each ad auction to avoid unprofitable clicks and gets you as many
profitable clicks as possible. With Conversion Optimizer, you bid using a maximum
cost per acquisition (Max CPA), which is the most you are willing to pay for each
conversion. Using historical information about your campaign, Conversion Optimizer
automatically finds the optimal equivalent cost-per-click (CPC) bid for your ad each
time it’s eligible to appear. You still pay per click but you no longer need to adjust your
bids manually to reach your CPA goals.

22. Process for setting Conversion Optimizer
•Select the campaign
•Click edit settings
•Networks and bidding (change bidding strategy)
•Bidding option page
•Tick conversion optimizer CPA
•Click continue
•Use recommended bid initially and then over the period of time change the
CPAs to see the effects.
•Save and activate
•On campaign page we can see CPA instead of CPC (Max. CPA £5)

23. Analysis and improvements

24. What to look for in your account
CTR As a rule of thumb , a CTR less than 0.5% is not good
sign
Keyword status See how many keywords are eligible and how many
disabled by Google
Avg. Position Position 2 – 5 is good, any thing on page 2 is not good
Position 1-2 not really ideal
First page bids If ad is not showing on page 1 you need to check your bid
Quality score Click icon status col. On keyword to check it

25. Ongoing Management
1. Check notifications and accounts alters on home page
2. Go to the campaigns tab and set the time range for each
campaign carefully not so long not so short.
3. Review keywords performance daily
4. Review ads performance weekly
5. Refine keywords and ads based experience and testing
6. Use AdWords Editor to manage your campaigns
7. Finally , test new keywords and ads in your campaigns

26. Thank You
© Hasan Imtaizi, MA, Cert. DigM
email: hassan.imti@hotmail.co.uk
Web Profile: http://uk.linkedin.com/in/hasimti