Campaign organisation
Friday, March 18, 2011 at 11:38AM | 4 Comments DAY 18
Checked Google's 'Tips for Success' section and realised that my account/campaign was poorly organised. Google provides four main campaign organisation tips.
Tip #1. Organize campaigns by topic: No problem here as I only have one topic and related product.
Tip #2. Target the right languages and locations: I'm focusing on the major English-speaking countries which makes sense given that 'Sales Essentials' is an English language course. However, I also included China. In fact, China is my primary source of clicks, but, and this is a big but, how many Chinese shoppers have the capability to complete a transaction using a credit card or via PayPal's international site? This is something I really need to look in to. My feeling is that very few Chinese shoppers have the capability to make an online purchase outside of China. That there is not a Chinese language version of the site or course doesn't bother me too much because many Chinese under the age of 35 have a good grasp of English. And this number is growing all the time.
Tip #3. Create highly specific ad groups that centre on a single product or service to ensure ads reach the most qualified users: This is a problem with my campaign that I will change. I've set up three ad groups when I only require one. Google also suggests building a list of keywords or placements, and then separating them into related ad groups. Placements is an area I am yet to look at.
Tip #4. Avoid duplicate keywords across ad groups: Google shows only one ad per advertiser on a particular keyword, so there's no need to include duplicate keywords in different ad groups or campaigns. Identical keywords compete against each other, and the better-performing keyword triggers the ad. This is a problem that I had. However, it will resolve itself once I've made the change to a single ad group.
My next step is to refine the keywords I'm using in the new single ad group I create, and then look at 'managed placements'.
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