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Beginner's Guide to Adwords.
It is possible, albeit very time and labour-intensive, to
maintain your own Adwords account, but you need to be aware
of the various elements of Adwords to manage it effectively.
We have provided this information guide as a (moderately!)
brief overview on how best to optimise your account. We
would recommend that, for peak performance, you have Hollowpoint
manage the Adwords account on your behalf, to save time
and ensure that your ads are running at their optimum.
1.
Account structure
It is far better to run one campaign where possible (unless
you have a specific need to only spend a certain amount
per day on each type of business, have multiple businesses,
want to split your campaigns geographically or want to run
only one campaign in the content or search partner network).
I will use the example of someone selling bikes, cars, and
trucks. You can then split your keywords and ads up into
Ad Groups (groups of keywords and ads that are closely associated
with each other)
Campaign One
- Ad group Bikes
- Ad group Cars
- Ad group Trucks
This allows you to 'group' together keywords and produce
ads which very closely match those keywords. For example,
if you were selling bikes, cars and trucks, you would have
3 separate ad groups, with keywords related only to that
ad group, more or less as follows:
Campaign One
- Ad Group Bikes
keywords: bikes, motorbikes, motorcycles, motor bikes, motor
cycles
ad: Doug's Bike Sale - Come and see Doug's Bikes for the
best deals on motor cycles. www.dougsbikes.com.au
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