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									     ADWORDS: Running a
        Successful Campaign
               with   Jeremy Hermanns

Hi, I’m Jeremy Hermanns, and I’m a search            In this course, we’ll be breaking down the process
engine marketing (SEM) expert. I’ve been working     and tools you need to create and run a successful
in search engine marketing for over ten years,       AdWords campaign and promote your business.
beginning with my career as an affiliate
marketer back in college.

After graduating, I was an analyst for
Overture, the company that actually developed
and patented Pay-Per-Click advertising, which
is the most popular form of online advertising
today. Overture licensed out the PPC patent to
all the big players, including Google and
Microsoft, and was eventually bought out by

I went on to work as an SEM expert at
LegalZoom, and helped them grow into the
popular service they’ve become today. These days     I’ll walk you through setting up an account,
I’m the VP of Marketing at Onestop, an               building your first campaign and understanding
marketing and design solution for over 40 major e-   the hierarchy of AdWords so that
commerce companies.                                  you can really
                                                     start gaining
As an SEM expert, I can tell you that Google         traffic. Let’s
AdWords is the premier source for advertising on     begin!
the web. AdWords is the system through which
Google sells advertisements based on keywords
that people type in their search engine.
Getting Started
                                         YouTube (In-Stream) Ads
                                Advanced advertisers can consider serving ads on YouTube videos;
                                this includes streaming intro ads and text ads that appear on the
      Search Ads                bottom of the video. Note that you only need to pay for intro
The text link ads that          videos when users view the entire commercial; if they close the tab
appear on the top and the       or pause it before the ad is fully served you don’t need to pay for it.
side of the search engine
result page of google (see                Mobile Ads                             TV Ads
example below).
                                There is incredible growth in the        These are basically tv
                                mobile industry, which makes it          commercials, which are
      Display Ads               a great space to begin exploring.        usually reserved for large-
Display ads are visual          Mobile usage is starting to              scale brands and
banners that integrate images   eclipse desktop use, and as a            businesses. However, as
and copy. They sometimes        business you should be striving          your business grows it
contain blinking or             to get ahead of the game during          may become an option
movement to attract the eye.    this transition.                         for you.


                                                                                                Local Search

                                                                                                  Paid Ads

                                                Organic Search
                                                   Let’s start from the
                                                   very beginning. In order
                                                   to get started you must register for
                                                   an account on the Google AdWords page. If you
                                                   already have an email you use to access Gmail,
                                                   Google Plus, or Google Docs, you may use that.

                                                    Once you’re created an
                                                    account, you will choose         BE AWARE
                                                    two important factors: the
                                                                                  You cannot adjust
                                                   timezone and the
                                                                                  the timezone or
currency you’ll be using for these campaigns. The timezone sets a schedule        currency once you’ve
for the ads to appear, so location-specific businesses should take care to         registered!
register for the appropriate one.

Google will send you a verification email, and you will be unable to use
the account until you click the link to activate it.

 A Note on Billing
 Before starting your first campaign, be
 sure to fill in your billing
 information. As soon as your
 campaign is created, Google will
 immediately work within your budget
 and gets your ads started.
                                                        MANUAL                         AUTOMATIC
                   Once you register you
                                               Manual payments allow you         I’d recommend automatic
                   will have two payment
                                               to specify the amount that        payments, because it
                                 options:      Google will charge you in a       assures that your ads will
                                               certain period of time, such      never be paused if you
                                               as $200 a week or $1,000 a        forget to replenish your
                                               month                             account.
Once you’re fully registered, head to the campaigns page to
create your first AdWords campaign.                                                 PRO TIP
I would suggest selecting Search Network Only and All                        Note that if you are only
Devices for your first campaign. This enables an all inclusive                interesting in advertising
search network, which will include mobile devices, desktops and              in the United States, you
tablets. It doesn’t allow for more specific targeting, but will work
fine when you’re just starting out.                                           could be unintentionally
                                                                             overspending if you
When naming your campaign, try to stick to very relevant and                 select the United States/
consistent naming conventions that will remind you of what                   Canada button instead of
your goals are and what you’re advertising. When you are                     specifically choosing
managing a wide variety of campaigns, the names will become
more difficult to distinguish.                                                United States

                                                            A Note on Bidding
                                                           Google offers a variety of options for bidding
                                                           and budgeting, but I would strongly
                                                           recommend manually setting bids.

                                                           This allows you to bid on each keyword
                                                           individually, and set a minimum and maximum
                                                           amount rather than allow Google to set that bid
                                                           for you. Unless you have a completely unlimited
                                                           budget (and what business does), this is the only
                                                           option that allows you to set aside a certain
                                                           amount per day, week or month.

        There are a variety of ad extensions that you can turn on to
        leverage a local presence, products, call-in options and
        more. You can dive into these later when you become
        somewhat more advanced, but one that I would
        recommend for locations-specific businesses is the local
        extension, which allows you to target your ads and even
        add it into Google Maps and Google Places.
Once you’ve set up your account and created a             This is where you select from the five ad types
campaign, the next step is to create an Ad                outlined earlier, and proceed to create the actual
Group.                                                    ad. Your first ads will most likely be the simplest
                                                          and most commonly used, text ads.
I like to think of an Ad Group as a large
collection of keywords which are carefully paired         You have the ability to create top ads and side
with specific ads.                                         ads (seen below) in AdWords. The top ads will
                                                          appear above the organic search results, whereas
If you created, for example a general campaign            the side ads will be listed on the right.
for a florist in Topeka, Kansas, your next step is
to create an Ad Group specifically aimed at                Be sure to heed the character limits for both,
selling the product, a group of ads that promote          because Google will actually truncate your ad if
roses for $10.00 a dozen in Topeka.                       you exceed their

QUICK BREAKDOWN:                      TEXT ADS
The headline has a 25 character limit, so be sure
that it’s succinct and contains a call to action. It is
the bright blue link that users will actually click on.


                                                                                   This is the link that the
                                                                                   headline will lead to.
                                                                                   It’s very important that
                                                                                   the display url and
                                                                                   the headline link lead
                                                                                   to the same place, for
 Description                                                                       greater user experience
 The description is broken into line 1 and line 2, and they have a                 and increasing
 limit of 35 characters. I would recommend following up on the                     Google’s ability to
 attention grabbing headline by encouraging immediate action.                      improve your ad.
                                                                       PRO TIP
                                                           Note that you can add a maximum
 Now that the Ad Group has been created,
                                                           of 25 campaigns at one time. Don’t
 you must select your keywords. Your goal is
                                                           see this as a restrictive limitation,
 to select the right keyword/ad combination
                                                           but a useful guideline. If you’re
 to get the best conversions. A lot of this
                                                           exceeding this limit, your
 comes with practice, but I will go over some
                                                           campaigns most likely need
 of the best tools and methods for
                                                           tightening up for greater relevancy.
 approaching keywords.

                                                        Exact Match

                                                        Exact match means that you can’t put
                                                        anything before, after, or within the
                                                        keyword phrase. The search must be
                                                        exact. It’s the most restrictive of the
                                                        four, and should be used carefully.

                                                         Negative Match
                                                        The negative match can be useful for
                                                        counteracting the downside of a broad
Broad Match                                             match. For example, you can keep the
                                                        “rose” search relevant by making negative
The broad match means that anyone who types in a        keywords for the “Rose Parade” and
general keyword will see your ad. The positive side     “Pete Rose” to keep those searches from
of broad match is that you will probably get the most   cropping up.
impressions, but the downside is that it will draw up
matches from searches that are unrelated (for
example, a broad match for “rose” will also appear
on searches for the Rose Parade or Pete Rose)

Phrase Match

A phrase match allows you to lock a string of
words so that someone searching can only add
words before or after the keyword phrase.
                            USING THE KEYWORD TOOL
                  The Keyword Tool is critical for any Adwords campaign, because it helps you determine
                  what people are searching for and what keywords you should bid on. You will have the
                  option of narrowing your searches down through a variety of filters:

Match Types                 Keyword Search              QUICK TIP
You will have the option   Here is where you enter       One of the quickest ways to select your first
to select broad, exact,    search terms for your         keywords is to simply search for the top 10
and phrase match           keyword, such as a a          keywords from your main competitor’s
keywords.                  word, phrase, or a url.       website and add them to your campaign.

Broad match is
the most common
match type used
by advertisers. If
you’re planning
on using it, be
sure to have a lot
of specifications
and negative
keywords so that
you’re only
targeting relevant

     QUALITY SCORE                              KPI
      Your quality score is the ranking        KPI stands for Key                Location
      that google assigns your ad and          Performance Indicator,
                                                                                You can search under local
      keyword within an Ad Group. It’s         in other words the
                                                                                monthly searches, which
      dependent on variables such as           metrics you use to               focuses on a selected
      impressions served, click-through        measure the success of           country, or global monthly
      rate and cost per click.                 your campaign.                   searches, which applies
Google Analytics

Google Analytics is a great
tool for tracking your traffic
and expanding the depth of
your keyword research.

Browse Organic
Searches to see
what keywords
people are clicking
on Google to get
to your website.
This is important
because if you have
paid and organic
ads, you have a
50% chance of
getting clicked.                SEMRush                 SpyFu
Look at the top 10
keywords listed                 SEMRush is a free       SpyFu is another option for searching your
(note that the first             and easy way to         competitor’s keywords. The difference it offers from
will be missing),               discover what           SEMRush is that it allows you points of
and be sure to add              keywords your           triangulation, where you can compare and contrast
those to your                   competitors are         different options.
campaigns. You can              bidding on, and
add them to a new               when.
group called SEO
Keywords, and be                I’d recommend
sure to update and              paying for a pro
track them,                     account, because it
because they will               gives you 10,000
be different from                results per report,
the ones on                     organic and paid
Google’s Keyword                insights, and you can
tool.                           easily export all of
                                this data.
Going Deeper

PPC                                                LPO
                                                  Landing page
Pay per click is the
most common ad                                    optimization refers to
model, where ads
                           CPA                    improving your landing     CRO
are paid for per                                  page to increase
each click.                                       conversions, sales, or
                         Cost per                                          Conversion rate
                         acquisition is the                                optimization is similar
                         amount you’re                                     to landing page
                         paying per sale or                                optimization, but
                         per conversion.                                   focuses specifically on
                                                                           how you’re going to get
                                                                           the desired conversion
                                                                           from that click.
CPC                                               Impression Share

Cost per click is                                 This metric
the amount an                                     measures how many
advertiser pays                                   relevant keyword
per click.                                        searches your ad
                         KPI                      appears in.

                         Key performance
                         indicators are metrics
                         that your optimization                            Click through rate is
                         efforts are gauged                                the percentage of
                         against to measure                                people who click on
                         success.                                          your ads when they
                                                                           appear in a search.
 Return on
 investment means,                                Landing page
 how much did you                                 optimization refers to
 earn for every dollar                            your ability to
 you spent? Your                                  increase conversions,
 goal is to work                                  leads or sales from
 towards a positive                               your landing page.
You’ve written your first text ad, your goal
now is to diversify and create a series of ads
that will be relevant to different iterations of
your keyword.

An easy way to do this is create your first
concatenation worksheet to build out text
ad copy using Excel.

                                                   Concatenation is a
                                                   lesser utilized function in
                                                   excel that will allow you
                                                   to build out keyword
                                                   phrases by combining

                                                   Column A can represent
                                                   a variety of descriptive
                                                   words, colors, seasons,
                                                   model numbers, size,
                                                   style, fit... it depends on
                                                   the product or service
                                                   you’re selling.

                                                   This is an easy way to
                                                   populate and diversify
                                                   your keywords.

   When writing your ad,
   pay close attention to
   the display preview
   on the righthand side.
   This will give you an
   idea of how your ad
   will looks to potential
If you’re going to be using AdWords regularly, get     something unrelated to football, such as flowers,
to know their policies. Google expects you to get      your ad will be taken down.
familiar with their regulations, and your ability to
advertise will be compromised if you don’t.            Remember, the people most likely to flag you for
                                                       being inappropriate is your competitors. They
They will not stop you from entering anything in       will be keeping an eye on you, and will not let you
the ad box, but if your ad is flagged or taken          get away with ads that are falsely boosting your
down, it will hurt your account and your quality       impressions.

Never ever use high-ranking keywords if they
aren’t clearly related to what you’re advertising .
It may briefly bring you a few more impressions,
but you’re going to be swiftly flagged and

For example, if you bid on the keyword “NFL”
around the time of the Super Bowl to advertise

                                                            1) Title and Description
 The resource I recommend to keep up with
 changing AdWords policies is the official                   Be sure to insert the keyword you’re
 Inside AdWords blog, which is maintained by                using in both your title and
 Google themselves.                                         description. This increases you click-
                                                            through rate because the keyword will
 There is a lot of information about all forms              be bolded.
 of advertising, as well as changes in their
 policies. Here are a couple tips for easily
 boosting your click-through rate without                   2) Dynamic Keyword Insertion
 violating any Google policies:

                                                            Turn on dynamic keyword
                                                            insertion; this option means that
                                                            whatever the viewers type in the search
                                                            engine will actually be inserted in the
                                                            ad, within certain parameters. In your
                                                            ad they will literally see just what they
                                                            were searching for!
Split testing is a way of optimizing                because this has
combinations of ads and landing pages, by           been proven to be
splitting traffic between two groups and             the most effective
assessing which performs better.                    way to increase
                                                    conversion. Be
The key to split testing is to make one small       mindful when split testing,
change, so that you can more easily track           however, that the landing pages remain
what’s leading to the positive results. For         congruent and convey the same message.
example, keep the same keyword, the same
description 1 and 2, but change the title.          A lot of the changes that end up being the
                                                    most effective will feel counter-intuitive, so
You can always keep iterating the successful        remember to stay open minded and ABT
variations until you hone in on the highest         (always be testing!)
performing ads.

It’s important to have an ad in
combination with a landing page,

       PRO TIP
      Check out
      Copyblogger for a
      good collection of
      examples and case
      studies on split

                                        TESTING TOOL: UNBOUNCE
                                     Unbounce is a great resource for building and testing
                                     landing pages. It will even allow you to test landing pages
                                     that have already been built against other options, to ensure
                                     they’re fulling optimized. It also has a great 12 Step Landing
                                     Page Rehab Program that allows you to easily analyze and
                                     improve a landing page that already exists.

 1) Unique Selling Proposition
 Your title needs to be front and center. It
 should be very clear about what you are
 selling, and why the user is there.
                                                          6) The Backup Plan
 2) Benefits                                                If the user doesn’t interact with you, you can
                                                           leave in a little reminder that encourages
 Why are others using your product or service?             them to bookmark the page. They may not
 What does it offer over competitors? Is it                purchase now, but include a tagline that will
 cheaper, easier to use, smaller, faster?                  lodge your product in the back of their mind
                                                           until they are ready to buy.

 3) The Hero Shot
                                                          7) Call to Action
 The hero shot will grab people’s attention, and
 take up the prime real estate on your website. The       The call to action is the most important part, it
 golden triangle is an area on the top and left area      facilitates the sale. Be specific about what you
 of a webpage that is most viewed. Our eyes               want the user to do. Click Here, Get Started,
 naturally scan from the top left to right, then the      Submit Now, Buy Now! You can also add in
 top left and down.                                       phrases customers love, like Free Shipping!

4) Context of Use
 This is what the viewer will relate to. It could be an
 article, a reference, a testimonial, anything
 reaffirming the human side of your product and the
 people it serves.

5) Request for Data
 This is simply a text box, where users can submit an
 email address, a full name, whatever data you’re
 seeking. I’d recommend putting the request on the
 righthand side of the page, so people can read
 within the golden triangle and interact on the right.
BID MANAGEMENT                                                           REMEMBER

Once your campaigns are up and running,                      You can’t control the way that Google
you’ll need to exercise bid management.                      works, or how your text ads look. But
                                                             you can control the landing page, so be
When managing bids, you can’t change the bid                 sure that you take what the viewer
on a campaign, but you can change the bid in                 searched for and meet their needs.
two other ways:

1) Ad Group Level                                           2) Keyword Level
The first option is to manage bids at the ad group            You can also create a bid for each
level. The Ad Group contains a collection of                 keyword, which I recommend; the
keywords, so if you can apply a blanket rule it will go      more specific you are in this process,
into effect within all the keywords in that group.           the better results you’ll get.

Once you start getting some results,
you can go into your campaigns
and adjust your bids so that you’re
bidding more for the keywords that
are performing better.

We already know these three match
types: broad, phrase and exact.
Most people will start with broad
match because it gets the most
impressions and is easy to manage.

Once you get started you have the
ability to bid on more targeted
keywords and match types. Google
will also generate similar keywords          Inline Editing
           for you, which you can
             test out and manage             Once you have keywords in your campaign, you can use
                       based on how          the “Edit in Table” function. This allows you to actually
                         they                change bids quickly within the online editor. You can pause
                         perform.            or lower bids on keywords that aren’t performing well, and
                                             the changes will occur in real time.

Once you’re comfortable managing keywords          shock the system
and bids, you can start managing ad groups.        too much at once,
Your goal is to make sure you’re having the best   you may hurt your quality
ad appear with the highest performing keyword      score.
                                                   Only focus on the top performing ads, and
Remember that there is a cost to testing ads;      create a couple permutations at a time. Test for
you will invariably end up putting money into      a week or two, pause the lower performing ads,
ads that won’t perform very well, and if you       then test the new iterations.


AdWords Editor is an excellent application for
improving campaign performance while saving
a lot of time. With AdWords Editor you also
have the ability to work offline, which means
you can take your work on-the-go.

AdWords Editor was actually developed
internally by Google account managers, to
optimize their own experience. It allows you to
to synch your AdWords account with the
Editor, track your changes, duplicate
campaigns and edit them easily using the find
and replace function.

Educational                                          Tools

• Pursue some extra AdWords training               • Efficiently test and build out your
  through completing the Google Certification         keyword list with Copyblogger.
                                                   • Easily manage keywords and
• Take part in courses such as this AdWords          campaigns with Google AdWords
  seminar held by Cardinal Path.                     Editor.

• For building landing pages, check out some       • Implement split tests and multi-variant
  of the resources and case studies at Anne          testing using Google Website
  Holland.                                           Optimizer.

• Interact with other search engine marketing      • If you want to build a website
  professionals on the SEMPO (Search Engine          without any coding or HTML,
  Marketing Professionals Organization)              Unbounce makes it easy to create and
  website. Participate in forum discussions and      test a webpage.
  access white papers and industry research.
                                                   • Keep track of competitors and test
• Keep up with the policy changes and new            your keywords against Google’s with
  features by following the Inside AdWords blog.     SEMRush and SpyFu.

 Author Resources

  • Jeremy’s Twitter

  • Jeremy’ Facebook

  • Jeremy’s website

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