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