Search Vs. Content Vs. Placement Targeting. Text Ads Vs

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5 Steps to Mastering Google AdWords
Campaigns Ophir Cohen, CEOCompucall Web
Marketing Ltd. oc_at_ophircohen.com
972-3-6447172 Web http//www.Compucall-USA.c
omBlog http//www.OphirCohen.com
November, 2008
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5 STEPS TO MASTERING YOUR GOOGLE ADWORDS CAMPAIGN

• Compose a winning strategy
• Create a Structured Campaign 
• Carefully Select your Keywords
• Monitor Optimize Quality Score
• Optimize CPA (Cost Per Acquisition)

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STEP 1 COMPOSE A WINNING STRATEGY CAMPAIGN
CYCLE

• Define your campaign KPIs
• Set your KPIs baseline and define goals.
• Create a measurement platform (Web Analytics)
• Create your campaign
• Optimize your campaign

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STEP 2 CREATE A STRUCTURED CAMPAIGN 
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STEP 2 CREATE A STRUCTURED CAMPAIGN 

• Use the Google AdWords Editor
• Use Geo-Targeting in the architecture
• Use Small and Targeted Ad Groups
• Test different Creative and Landing Pages
• Search Vs. Content Vs. Placement Targeting
• Text Ads Vs. Display

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STEP 3 KEYWORD RESEARCH ANALYSIS

• Expand your Keywords list(Google tool, keyword
  permutation, word tracker, keyword discovery,
  keyword spy, spy.fu and others)
• Utilize matching (broad, exact, phrase,
  negative)
• Long Tail.. Long tail.. long Tale.. Lung tail..
  ..??? ????larga cola..

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STEP 3 CAREFULLY SELECT YOUR KEYWORDS
https//adwords.google.com/select/KeywordToolExter
nal
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STEP 4 MONITOR OPTIMIZE QUALITY SCORE

• Quality Score is a dynamic variable assigned to
  each of your keywords. Its calculated using a
  variety of factors and measures how relevant your
  keyword is to your ad text and to a users search
  query.

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STEP 4 QUALITY SCORE EXAMPLES
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STEP 4 QUALITY SCORE TIPS

• Use the keyword on the ad title and description
• Utilize dynamic keyword insertionKeyWord My
  default Ad text
• Repeat the keywords on your landing pages
• Optimize your landing page (example WebSite
  Optimizer)

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STEP 5 OPTIMIZE YOUR CPA

• CPA Cost per Acquisition
• CPA Total Cost per Goal (can be sale,
  download, lead etc.)
• CPA is influenced by
• Cost per Click
• Conversion Rate
• Define Max CPA
• Optimize Campaign to meet your goals

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STEP 5 OPTIMIZE YOUR CPA - THE CPA SENSITIVITY
MODEL
Target CPA 50 - 70
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Thanks for your Time!

• Download Goodies at
• http//www.OphirCohen.com/goodies

Ophir Cohen CEOCompucall Web
Marketing oc_at_ophircohen.com 972-3-6447172 Web
http//www.Compucall-USA.comBlog
http//www.OphirCohen.com