Internet Marketing Strategies - Google AdWords Account Structure – By Zach Hoffman
A key to a successful Internet Marketing Strategy is a Sponsored Search Marketing campaign. One primary part of Sponsored Search marketing is the Google AdWords system.
Google AdWords allows users the ability to bid on top placement on the Google website and the Google search network. The Google AdWords system also has access to a content network which allows syndication of their marketing across a variety of websites.
Google AdWords is categorized as Search Engine Marketing when it comes to an Internet Marketing Strategy.
We will dissect the structure of a Google AdWords account to help you plan out the proper strategy when it comes to the search engine marketing aspect of your Internet Marketing Strategy. A Google AdWords Account has the following structure:
Campaign > Ad Group > Keywords & Ad Copy
The campaign level of the Google AdWords account appears immediately after the main account level. A campaign is the level of an AdWords account is where you have the ability to set the geographic targeting, language targeting, time scheduling for both daily and for the time on the clock in 15 minute increments. The campaign level description should correlate with the internal theme of Ad Groups.
Campaign>AdGroup>Keywords & Ad Copy
The Ad Group level of the Google AdWords account appears immediately after the campaign level of the account. The Ad Group is the area where we are able to have 10,000 (ten-thousand) sections to organize your keywords in direct correlation with the Ad Copy you plan on your keywords triggering. Your Ad Group name should have a relevant theme to the keywords found in the Ad Group.
Campaign>AdGroup>Keywords & Ad Copy
The Keywords of the Google AdWords account appear directly below the Ad Group. Keywords are words you would like to target on the search engine. There are three distinct styles to create your keywords and they are broad match, phrase match, and exact match.
Broad match keywords target the words you typed in and any words in combination with them or between the words.
Phrase match is words locked next to each other but keywords are able to attach on to either end of the phrase.
Exact match is the exact keyword you want your Ad Copy to hit for. Your Ad Copy and keywords should have strong relevant correlation.
Campaign>AdGroup>Keywords & Ad Copy
Ad Copy is part of an Ad Group where you need to have strong relevancy and correlation with themes in the keyword set. The Ad Copy you are provided has area for 4 (four) messages: Ad Title, Description Line 1, Description Line 2, and your Display URL.
Your AdCopy should have multiple catches to stand out in the marketplace. Your Ad Title should create interest in your Ad Copy and help the rest of your message standout. One key to think about is what will set you apart from the general marketplace. This may include capitalizing all the words in your title or even placing a call to action with even the just the first word capitalized leading into a message. Your AdCopy will vary if you’re selling an item versus selling a service. Some ads may be local oriented if you are in the service business. Also, local oriented ads targeted to a specific geography will need to be separated into their own Campaign.
AdWords Account Structure Summary…
AdWords accounts take a well structured approach for the most optimal results and relevancy programmed in before you begin your bidding. We have been working on creating accounts for over 5 years and continue to learn something new every day. Be sure to manage and measure your account as the market is always changing, one great tracking mechanism is Google Analytics.
By Zach Hoffman
SEO.cc – Search Engine Operator, Inc. –CEO
www.SEO.cc – Online Marketing Agency
www.DentistryWebsites.com – Dental Websites
www.ACDA.com – National Dental Directory
Call Today 866-999-4SEO
Lecturing in Austin, TX – March 28-29, 2008 – www.ACESthetics.com
Topic – Conversion Tracking
Monday, January 28, 2008
Monday, January 21, 2008
Search Engine Optimization-SEO-Website Cornerstone Development
SEO, also known as Search Engine Optimization, is the process of placing a website as a relevant source for a topic of information at the top of the major Search Engines, Google, Yahoo, and MSN. There are many ways to perform SEO. The following are a few of the many techniques we use to create an SEO campaign.
The first step is choosing the keywords you want to target. These should include words that you feel your target audience would type in to the search engines to find your website. If you are looking to target a city tied to your keywords please consider selecting the top 3 cities you would like to target to tie in with your target keywords.
The second step is to choose a domain name relevant to the topic of your website. Using keywords in your domain name relevant to the keywords you are looking to target will help you communicate your relevance to the associated keywords you are looking to target with the major search engines.
The third step is to map out your website. This information should have been provided to you from your website designer. The site map is the layout of your website as a hierarchical structure working from the primary pages of your website, to the secondary pages of your website, and onto the tertiary pages of your website. There may be additional pages under this hierarchy and you should categorize them as such.
The fourth step is to begin writing the meta-tags for each web page you would like to be optimized. You should start with your primary pages and work your focus down. The meta-tags should be written with three distinct areas: title creation, keyword targeting, and description. The title is what will appear in the upper left hand corner of the web browser describing what the specific page is about. The keyword targeting will be the keywords you are instructing the search engine to mark your page as relevant for when it comes to the particular page. Description is the summary of the webpage you would like to display as the description of the website to the major search engines. Creating proper meta-tags is the cornerstone to creating a Search Engine Optimized-SEO website. The meta-tags should also all have a tightly weaved theme relevant to each other.
The fifth step is to categorize your site properly for directory submission. This means knowing how to classify your website based on the industry you know your site is relevant for. The directory will also ask which geographic area you are most relevant for and ask you to most likely categorize your website on a country level. The search engine will then most likely pull your city specific information from your meta-tags and your contact us page.
The process to SEO your website described above is a great starting point for a solid SEO campaign. SEO is a continuous process because the search engines continue to tweak their search engine algorithms (functions) to allow the most relevant websites to reign supreme.
When performing SEO always remember relevancy is king.
By Zach Hoffman
SEO.cc – Search Engine Operator, Inc. –CEO
http://www.seo.cc/ – Online Marketing Agency
http://www.dentistrywebsites.com/ – Dental Websites
http://www.acda.com/ – National Dental Directory
Call Today 866-999-4SEO
Lecturing in Austin, TX – March 28-29, 2008 – http://www.acesthetics.com/
Topic – Conversion is King
The first step is choosing the keywords you want to target. These should include words that you feel your target audience would type in to the search engines to find your website. If you are looking to target a city tied to your keywords please consider selecting the top 3 cities you would like to target to tie in with your target keywords.
The second step is to choose a domain name relevant to the topic of your website. Using keywords in your domain name relevant to the keywords you are looking to target will help you communicate your relevance to the associated keywords you are looking to target with the major search engines.
The third step is to map out your website. This information should have been provided to you from your website designer. The site map is the layout of your website as a hierarchical structure working from the primary pages of your website, to the secondary pages of your website, and onto the tertiary pages of your website. There may be additional pages under this hierarchy and you should categorize them as such.
The fourth step is to begin writing the meta-tags for each web page you would like to be optimized. You should start with your primary pages and work your focus down. The meta-tags should be written with three distinct areas: title creation, keyword targeting, and description. The title is what will appear in the upper left hand corner of the web browser describing what the specific page is about. The keyword targeting will be the keywords you are instructing the search engine to mark your page as relevant for when it comes to the particular page. Description is the summary of the webpage you would like to display as the description of the website to the major search engines. Creating proper meta-tags is the cornerstone to creating a Search Engine Optimized-SEO website. The meta-tags should also all have a tightly weaved theme relevant to each other.
The fifth step is to categorize your site properly for directory submission. This means knowing how to classify your website based on the industry you know your site is relevant for. The directory will also ask which geographic area you are most relevant for and ask you to most likely categorize your website on a country level. The search engine will then most likely pull your city specific information from your meta-tags and your contact us page.
The process to SEO your website described above is a great starting point for a solid SEO campaign. SEO is a continuous process because the search engines continue to tweak their search engine algorithms (functions) to allow the most relevant websites to reign supreme.
When performing SEO always remember relevancy is king.
By Zach Hoffman
SEO.cc – Search Engine Operator, Inc. –CEO
http://www.seo.cc/ – Online Marketing Agency
http://www.dentistrywebsites.com/ – Dental Websites
http://www.acda.com/ – National Dental Directory
Call Today 866-999-4SEO
Lecturing in Austin, TX – March 28-29, 2008 – http://www.acesthetics.com/
Topic – Conversion is King
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