SEO Blog - Found Agency, Tim McDonald on Ad Group Management

« Hitwise, Michael Wamsley on Keyword Research, SMX Sydney | SEO Blog | Fairfax Media, Lucas Ng on Creative Management, Writing killer ad copy »

3 April 2009

Found Agency, Tim McDonald on Ad Group Management

Posted by Kate Gamble

Tim is the founder and CEO of Found Agency. Found positions themselves as the paid search advertising experts in Australia.
Tim will explain how imperative it is to group keywords and ad copy correctly in order to have an optimised paid search campaign.

Being from an organic search background I am really excited for this session, it's always nice to see how the 'other side' live and work.

Plan before you start

Research your market
Key drivers for buyers?
What makes you better?
What do people actually search for?
How much time for SEM?
Budget?
Audience- geo/time/network type?
Search/content?
Creative options?

Targeting Options

Campaign targeting

Search/display
Geo/time/demographics
Start/end dates
Daily budgets

Ad group targeting

Keyword and sites
CPM/CPC bids
Ad creative-text, display

Adwords Limits

25 campaigns per account
100 ad groups per campaign
200 keywords per ad group

Why be concerned with CTR?

Direct impact on ROI
Metric of ad/keyword effectiveness
If little/no relevancy, ads may not sure
High CTR= more visitors and better ROI

What's the best AdWords structure?

No single structure is best
Make it granular and manageable
Clustered keyword themes
Test and adapt

Consider separating:

Brands and high performance
Content/display
Head vs. longtail
Keyword match type
Keyword topics/themes

Content network recommendations

Separate content-only campaign
Fewer keywords per ad group
Broad match
Separate bids for content audience
Consider top-performing placements

This past session has been somewhat of a technical nature and judging by the looks on the faces around me along with the fact that the day is slowly drawing to an end, the next speaker Nathan Stewart had better ramp things up a notch in order to keep this audience captivated.

Posted at April 3, 2009 12:57 PM
View related entries in: Pay Per Click