Landing Pages1

Use the client’s website to develop a list of landing pages that you want totarget searchers too. These will help you to start organizing specific

categories of information within each page into Ad Groups.

Landing Pages (Landing Page Keyword Lists)1

• Create a Landing Keyword List that details the exact phrases and wording used. (The more streamlined the campaign’s ad copy and website copy are, the higher quality scores your keywords will receive.)

• It is important to include all of the separate links for the individual pages. (Tabs within a single page)

• List any phone numbers that are particular to that webpage. (You will create Ad Extensions with these phone numbers later.)

Ad Groups2

• Use the Landing Keyword List to develop categories of Ad Groups that your keywords will focus on. (These should be very specific in order to use targeted ad copy.)

Ad Groups• IL-2 Treatment• Proleukin• Metastatic Cancer

Keyword Planner3Under “Tools” option in you’re my Client Center, use the dropdown menu to select Keyword Planner.

Keyword Planner3

Keyword Planner3Fill in information for the Ad Group.

Make sure you specify the target location and “Google & Search Partners” settings.

Set your keyword filter to include searches above 10 for a localized campaign (above 100 for a national campaign).

Keyword Planner3Insert various terms used to describe an individual Ad Group

Keyword Planner3Click through each of the Ag Groups to see the suggest Keyword Lists. Add terms from the Keyword Planner Tool into your Campaign Word Document. • Include all terms (Plurals)• Include Avg Monthly Searches & Competition

Setting Up a New Campaign4

In My Client Center, select a client to create a new campaign for.

Setting Up a New Campaign4Select “All Online Campaigns” under the campaign search toolbar to the far left.

Make sure the “Campaigns” tab is selected as the viewing option.

Setting Up a New Campaign4Click the “New Campaign” button.

Choose the “Search Network with Display Select” when asked. (This allows our ads to appear on networks besides Google.)

Setting Up a New Campaign (Campaign Settings)4

Name the campaign.

Within the “Type” settings, check the box labeled, “All Features.”

Make sure that “Search Network with Display Select” appears in the dropdown menu.

Setting Up a New Campaign (Campaign Settings)4

Within the “Networks” settings, the options “Google Search Network” and “Google Display Network” should be checked off in green.

Within the “Devices” settings, the option that “Ads will show on all types of devices by default” should be shown.

Setting Up a New Campaign (Campaign Locations)4Enter the DMA’s that the campaign will target.

The broader the location, the less competition and cheaper the bidding will be for a campaign.

Make sure the check DMA locations as well as the general city options when targeting specific areas.

Setting Up a New Campaign (Campaign Locations)4Use nearby areas when applicable.

Setting Up a New Campaign (Bidding Settings)4Under the “Bid Strategy” setting, check the option to “Manually set bids for clicks.”

Enter a Default Bid. (Enter $1 and update bids after creating all ads based on the Bidding Strategy Information Page.)

Set a daily budget. (Whenever there is a change in budget, you must remember to change the campaign’s Daily Budget.)

Setting Up a New Campaign (Ad Scheduling)4When setting up campaigns, run on more days with less of a budget to test which days have the highest engagement.

Setting Up a New Campaign4

Save and continue.

Ad Group Builds5

Click on your new campaign and add your Ad Groups.

5 Ad Group Builds

Name the Ad Group.

Subject Line Copy (25 characters): This will be based off terms that are reflected in both lists and the number of projected searches.

Description Line 1 Copy (35 characters): Try to use this line to highlight any special offers or phrases from the Landing Keyword List.

Description Line 2 Copy (35 characters): This is an area to let searchers know who the company is or location specifications.

5 Ad Group Builds

Display URL Copy (35 characters)

The client’s general Destination URL ID must be used as the main Display URL Copy. (www.brgeneral.com)

If using a Landing Page that is not the client’s website, you would have to use the other source’s Destination URL ID. (Baton Rouge Physicians Group runs through Health Grades website -- www.healthgrades.com/BRGeneral/Docs)

Add additional Ad Group Copy to end of URL ID. www.brgeneral.com/kidneycancertreat

5 Ad Group Builds

Destination URL

This is the URL that leads to the Landing Page.

5 Ad Group Builds

Add the Keyword List you created in your Word document into Google Adwords.

This keyword tool will give you examples for keywords to use. These terms are not based off of potential searches, which is why we use the Keyword Planning Tool to create our lists.

5 Ad Group Builds

Set a Max Cost Per Click (Max CPC) for the Ad Group. (Set around $1 and use the Bidding Strategy Information Page to set initial bids for all campaign Keywords.)

Save and repeat for all planned Ad Groups.