LAUNCHING YOUR PROGRAM

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PLANSTRUCTURESETTINGSMANAGE

1 PLAN - Tracking• Install Google Analytics

• Set Goals

• Enable Remarketing

• Connect to Search Console (Webmaster Tools)

1 PLAN - Linking• Link Google AdWords to:

• Google My Business• Google Analytics• Search Console• YouTube• Merchant Center (e-commerce only)

1 PLAN• GOAL SETTING – Google Analytics

• Value of a Goal

• Cost per Acquisition

• Life Time Value of a client

1 PLAN

1 PLAN• GOAL SETTING – Google Analytics

• Value of a Goal

• Cost per Acquisition

• Life Time Value of a client

1 PLAN

2 STRUCTURE

2 STRUCTURECAMPAIGNS - SEARCH

• Brand

• Vendors

• Products

• Services

• Location

Budgets are set at the campaign level

2 STRUCTURESEARCH CAMPAIGNS > AD GROUPS

• Text ads – 2 ads per ad group

• Headline – 25 characters

• Description 1 – 35 characters

• Description 2 – 35 characters

• Display URL – 35 characters

• Keywords – 10-15 per ad group

• Broad

• Modified Broad

• Phrase

• Exact

3 SETTINGS - Campaign

3 SETTINGS – Location

3 SETTINGS – Location

3 SETTINGS – Location

3 SETTINGS – Location

3 SETTINGS - Networks

3 SETTINGS - Devices

3 SETTINGS - Languages

3 SETTINGS - Budget

3 SETTINGS - Schedule

3 SETTINGS – Ads

3 SETTINGS – Ads

4 MANAGEKEY PERFORMANCE INDICATORS

• Basics – Paid Marketing

• Clicks, Impressions, CTR

• Spend, Average CPC

• Conversions, Conversion Rate, Cost per Conversion

• Average Position

• Google Analytics – General Website

• Users, Sessions

• Page views, Pages per session

4 MANAGEFilters

• Below 1st page bid

• Low Search Volume

• Low Quality

4 MANAGEKeywords

• Max CPC

• Match Type

• Negative Keywords/Match Type

4 MANAGEA/B Testing - Text Ads

• Two text ads

• Two text ads for mobile

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PLANSTRUCTURESETTINGSMANAGE

June 14, 2016

10:00 – 11:00 AM CDTAdam Buettner, Email Product Manager & SEO Specialist

http://www.topfloortech.com/seminars

ANY QUESTIONS?