- [Instructor] Before you begin creating your campaign, it's important to learn how AdWords is structured. A well organized account will be essential in creating effective campaigns to target the right audience and ultimately help you reach more of your advertising goals. AdWords is organized into five tiers, account, campaigns, ad groups, keywords, and your ads. At the very top, you have your account. And this is the information you'll establish when you sign up. Your email address, password and billing information. There's not much you'll do at the account level, unless you move into managing AdWords for other clients and we won't be covering that. Now one account has to have one campaign and one ad group. But a well structured account will have multiple campaigns and multiple ad groups. So let's talk about those. Your campaign is configured with a budget and settings that will determine when your ad appears. And campaigns help you stay organized. There's many different forms, these however, on how you use your campaigns. So an online retailer might organize campaigns in the same manner that their website is organized. Let's say you're a clothing store, that has many different products. You might have a campaign for each product category, such as one for jackets and one for shoes. And beneath those campaigns, you'll have ad groups that add more granularity. Under jackets, you might have rain, winter, and snow. And under shoes, you might have men's, women's and children. This is organizing campaigns by category. However, I prefer to organize campaigns by objective and match type. Now we're going to talk about match type later. But this is essentially how strict Google is with the keywords that you've selected. So you can have an exact match type, meaning Google only serves ads for the exact keywords that you provide. Or you might have a broad match, which gives Google the option to show your ads for related searches. So let's say that we're advertising a software company that provides online time tracking. You might have two objectives. One is to show up alongside competitors, and the other is to show up for people searching for time tracking software. I would then create four campaigns to start. One for competitors, exact match, one for competitors, broad match, one for time tracking keywords, exact match, and one for time tracking keywords, broad match. Beneath that, we'd set up several ad groups, one ad group for each competitor in the exact match campaign. And then we duplicate that same set of ad groups underneath the broad match campaign. Next, I'd set up ad groups for the different industries, people might be searching for the software. And I'm going to put those under the time tracking campaigns. This could be freelancers, contractors, customer service, and so on. I'd imagine that freelancers might type something like time tracking software for freelancers. And one for customer service might be, time tracking software for customer service agents. I think you get the idea. You might also have ad groups for the way people search. For example, you could have an ad group for reviews. And this would be people typing in time sheet company reviews, best time sheets software, time sheets software ranking, and so on. You may also have an ad group for comparison. This could be someone typing in time sheet Company A versus time sheet Company B. And again, you would replicate all the ad groups from within the exact match campaign into the broad match campaign. Now within each ad group, you'll have your keywords and about two to three advertisements. You really only want 10 to 15 keywords in an ad group, and those keywords need to be on the same theme. So when in doubt, create a new ad group and keep your keywords limited. As for ad groups, if you have more than 10 ad groups in a campaign, it's time to break things into more campaigns by keeping your account or organized and keeping everything thematically grouped and as narrow as possible, you can identify which approaches yield the best results. Start organizing your campaigns and ad groups before you create them. I recommend drawing out your structure in a spreadsheet. Reorganizing your account will delete any data that you've accumulated, which can make it hard to understand what was performing well. It's better to start by being too specific than too broad. So consider creating several ad groups that are very targeted. If you aren't getting enough traffic, you can always loosen up the targeting. If you're still scratching your head, just familiarize yourself with the hierarchy of the AdWords structure. I'll show you a real world example later. And we'll be going through each of these elements together in later movies. So don't worry too much if it hasn't clicked. It'll all come together once we start building out our advertisements.
Brad shows how to evaluate your website and identify conversion goals, measure and interpret website analytics, get the most out of SEO, and set up your first text and display ads. See how to connect with communities on the leading social networks, learn best practices for developing and distributing video marketing content, and find out what makes an email marketing campaign successful. This course also covers content marketing, mobile marketing, and influencer marketing, as well as recommendations for expanding your digital marketing skillset. Upon completing this foundational digital marketing course, you'll be equipped with skills and strategies that can help you navigate today's online landscape and develop a smart plan of action.
- Examine the importance of the top three digital strategies for business, brand, and marketing.
- Define vital online marketing terms.
- Explore the components of the digital marketing landscape.
- Identify the uses of a marketing funnel.
- Discover the characteristics of an effective website.
- Recognize the importance behind choosing an effective domain name.
- Determine the importance of choosing a responsive design.
- Examine the fundamentals of a conversion funnel.