This ebook contains the techniques we use when implementing and managing our clients campaigns and the secrets of how we can achieve a minimum of 20% reduction in costs (either cost per click or cost per conversion). Part B - gives a more detailed explanation of the key background information you need to understand when setting up an account for multiple products. It also explains how to use Google Editor to achieve this

1. Setting-up a Google Ad Words
pay per click (PPC) account
Part B –
How to use Google Editor to
structure the account
By Ann Stanley
Anicca Digital Solutions

2. Part B:1 -
Understanding the way that pay per
click campaign is structured

3. Essential background knowledge
• PPC hierarchy
– The differences and features between
campaigns, ad groups and keywords
• Keyword “match types”
– Generate generic or targeted traffic
• Click through rate (CTR) and “quality
score”
– Improve to get top positions in search
engines
• Campaign types and networks
– Where and how your ad will be displayed

4. PPC Hierarchy for Perfect Plumbers Ltd
Perfect
Account Plumbers
National Nottingham
Campaigns targeted targeted
(£20/day) (£10/day)
Corgi
Plumber in Emergency
Plumber in
Ad groups registered
Nottingham plumber
Leicester plumber
[Emergency [Corgi plumber]
Plumber in Plumber in
plumber]
Nottingham Leicester [Corgi registered
List of Keywords [Emergency plumber]
Plumbers in
Plumbers in
plumbers]
Nottingham Leicester [Corgi fitter]
[24 hour plumber]
Leicester
Nottingham [Corgi registered
plumber
plumber fitter]
[24 hour plumbers]

5. Keyphrases Match Type
[Exact match]
– Ads displayed when the exact words are typed in
Broad match
– Ads are displayed when the words are typed in any
combination (and with other words either side)
– Can also be found for synonyms and plurals
“Phrase match”
– Ads are displayed for the exact search term in the
quotes but with other words either (a hybrid of exact
and broad match)
Negative match
– Ads will not appear if this word is typed in (used in
combination with broad or phrase match)

6. Increasing keyword relevancy will result in higher
positions and a lower CPC
Google
– Based on the max bid price and relevancy
(quality score)
MSN
– Based on the max bid price and relevancy (click
through rate and relevancy)
Yahoo
– Combines max bid price and quality
(click through rate)

7. Google Quality score
Influenced by:
– Keyword and Ad text relevance (do they
“match”?)
– Landing page relevance and loading speed
– Keyword's Click through rate (CTR)
– Historical click through rate (CTR) of whole
account

8. Quality score of
keyphrases for this ad

9. Selecting the right network
and campaign type in Google
Networks
– Google search only
– Google Search + Search network
– Content network (always in a separate campaign)
Campaigns
– Keyword targeted
– Placement targeted (formerly site targeted)
Device platform
– Desktops & laptops
– iphones & PDA’s

10. Campaign settings
Campaign structure
– Separate phrases into logical ad groups and campaign
hierarchy – use campaigns for targeting and budgeting
Geo-targeting
– Campaigns can be targeted to different locations
– Countries, regions, counties, cities or map area
– Languages – only one per campaign, keyphrases and ads
need to be in the same language
Choice of network
– Separate campaign for content network and delete when
it uses too much of your budget or does not convert

11. Part B:2 -
Planning your campaign structure

12. Planning your campaign –
where will your ad be seen
• Networks
– Google only
– Google & search network (eg AOL)
– Content network (3rd party sites)
• Geo-targeting
– UK only
– International
– Specific towns locations within UK
• Languages & country combinations

13. Planning your campaign – product and
service categories
• How is your business divided?
• Campaigns for each category or department
each with their own budget
• Campaigns for each product or service
• Campaigns by locations

14. Structure and naming your campaigns
Product/service Targeting & Network
categories
UK Search UK Content USA Search USA Content
Website build 1:1 UK Search 1:2 UK Content 1:3 USA Search 1:4 USA Content
website build website build website build website build
Pay per click 2:1 UK Search 2:2 UK Content 2:3 USA Search 2:4 USA Content
Pay per click Pay per click Pay per click Pay per click
SEO 3:1 UK Search 3:2 UK Content 3:3 USA Search 3:4 USA Content
SEO SEO SEO SEO
Email marketing 4:1 UK Search 4:2 UK Content 4:3 USA Search 4:4 USA Content
Email marketing Email marketing Email marketing Email marketing

15. Start with 1 campaign
• Choose 1 product type and 1 target market eg
1:1 UK search website
• Use Google Editor to carryout our
recommended process to set-up your ad
groups, keywords, ads and landing pages
• Use Google Editor to clone campaigns for
other target markets (eg clone campaign 1:1
to produce 1:2, 1:3, !:4)
• Repeat process for other products or services

16. Part B:3 -
Our recommended process for
correctly setting up your first
campaign

17. Our recommended process for setting
up a PPC campaign
Open Google 1 campaign Keyphrase 1 Ad group with
account & 1 ad group research all keyphrases
Test conversion Ongoing Determine new ad
tracking optimisation group structure
Make your Create new ad
campaign live groups & write ads
Give tracking code Move keyphrases
to developer into new ad groups
Adjust your Clone campaigns Amend campaign
budgets for targeting details

18. Example Designs4Hair
• Two main products
– Mobile hair dressing – Leicester only
– Online sales of hair products – all UK

19. Setting up an estimate ad group with
exact phrases

20. Use keyword tool to find as many
relevant phrases as possible

21. Download Google editor

22. Load account using editor

23. Open editor
Filter results
and choose
view
Display of results
Hierarchy – display
of the changes when
account you select a
1 campaign different tab
+2
estimate ad
Editing panel
groups

24. Keyword tab – see all the keywords for
the whole account

25. Part B:4
Split the estimate ad group into
smaller discrete ad groups

26. Keyword grouper (from tools)

27. Generate common terms – this are
suggestions for new ad groups

28. Create your own logical ad groups

29. Keyphrases added to new ad groups
Select copy ad texts so these are created automatically
Note not all the suggested ad groups were created and you
may have to do this manually

30. New ad groups created but red flag means
that set-up is incomplete (need to set CPC)

31. Highlight ad groups that need to be
modified and use bottom panel to add CPC

32. Check estimate ad group – only some
keyphrases have been moved, rest need to be
moved manually

33. Select keyphrases and cut and paste
them into the new hairdresser ad group

34. Create new ad group for hair stylist

35. Copy ad from one ad group
to new ad group
(use right click or edit tab)

36. Search for phrases containing “styl…”
using search – move to new ad group

37. Part B:5
Modify all the ad groups
(keyphrases match types and ads)

38. Clone phrases by copying and pasting – then
change match type to broad and phrase

39. 3 copies of each keyphrase – yellow
flag indicates keyphrase
with different match type

40. Modify ads to match the ad group
topic

41. Add campaign negatives

42. Negative phrases

43. Part B:6
Create new campaign and modify
settings

44. Edit campaign settings – name, budget
and network

45. Create new campaign

46. Modify new campaign details

47. Move straightner ad group to new
product campaign

48. Part B:7
Post changes and make additional
changes in Google

49. Pause product campaign and select
post changes

50. Structure within Google

51. Structure within Google

52. Campaign settings (1)

53. Campaign settings (2)

54. Geo-targeting –
add Leicester and remove UK

55. Add custom area –
20 miles around LE1

56. Change ad group maximum bid

57. Revise bid

58. Part B:8
Clone campaign for different
networks or locations

59. Copy existing campaign

60. Paste to create a clone

61. Modify details to change targeting

62. Part B:9
Setting up PPC conversion tracking

63. Go to conversion tracking on campaign
management tab

64. Set up enquiry

65. Get code and send to your developer

66. Example of code on a web page
(go to view source)

67. Part B:10
Setting up Analytics

68. Go to Analytics tab from your Ad
Words account

69. Set up profile for the website

70. Agree terms and conditions

71. Get code

72. Account pending addition of code

73. Part B:11
Make live and test conversion

74. Carryout a search, click on a PPC ad,
make an enquiry and see the Site Stats
symbol on the thank you page

75. Any Questions?
ann@anicca-solutions.com