GoogleAdwords全套帐户优化宝典.ppt

* * * What’s different about content optimizing now? To start, in the past we’ve commonly messaged that content campaigns can be built as mirrors of search campaigns. We now know that this may not necessarily be entirely true. It may be necessary to set different budgets or bids specifically tailored to content. Also, the content network allows different methods of reaching new markets or realizing incremental traffic. This requires new strategies to achieve that. This brings us to our next point. In addition to the specific search optimized Ad Group that contains keywords directly related to the advertiser’s product or service, we can build Ad Groups that contain keywords indirectly related to the product/service. These keywords will be related to a concept such as a product affinity or to an audience. Lastly, our engineering teams are constantly working to improve the content network. There’s now more transparency and control which allows for more effective content optimization testing. NEXT: Opt – Campaign Structure Let’s take a look at optimization strategies in regards to campaign structure first. * So once you have an idea of what kind of Ad Groups you want to create, the next step is to choose keywords. Here are a few things to keep in mind when creating your list of keywords. Remember to focus on the overall theme of the ad group, not individual keywords. For example, let’s say I have a kw list comprised of ‘flowers’, ‘online florist’, ‘send flowers’, ‘best florist’. I’m not worried that I have a general keyword ‘flowers’ because the system is bundling this keyword with all others to understand the overall flowers concept. Strategically select keywords to relay the ad group theme. As mentioned earlier, if my concept is chocolates, my keyword list will be comprised of chocolate related keywords even though my actual product is flowers. Use broad keyword match types. When you use exact or phrase, they will just be read as broad. So if you have keywords i