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Optimal SEM Campaign Set-Up (Basic)

Often times when a client has been running their own AdWords campaign I hear them tell me that they set-up the campaign in the most optimal manner & have been doing well with it on their own. Sometimes I’m pleasantly surprised to find out this is the case, but often, it’s not.

Optimal Campaign

So what does an optimal campaign set-up look like? Below are just a few tips to set a good foundation.

  • Create campaigns & ad groups around each specific theme/product of your business. For example:

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  • Don’t land your ads on your homepage. Instead, land them on a page of your website that is specific to that ad group.
  • Include ad extensions & site links (you can have up to 10) in your campaign.
  • Choose keywords specific to each ad group & that your customers might use to search for your products/services. (I recommend keywords start in broad match modified & you can always use tighter match types when you optimize). You can also use the keyword planner to get keyword ideas.
  • Add negative keywords to each of your ad groups to deter unqualified traffic.
  • Write at least 2 ads per ad group that are compelling & contain a call to action.
  • Use the traffic estimator (under keyword planner) to determine the optimal budget & CPC for your campaign.

Keep In Mind

These are just a few ideas to help you get started on building a quality foundation for your AdWords campaign. As you probably already know, if the foundation is shaky, it could collapse the whole structure.

 

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Shannon Allen

Written by Shannon Allen

Shannon Allen is the VP of Sales for Federated Digital Solutions. She has over 23 years of experience in sales and marketing and over 15 years more specifically working in the digital world. Her passion for digital marketing is what drives her to find the best digital solutions for clients as well as for FDS. Shannon believes that true marketing starts after the sale with strategic campaigns and detailed reporting to help all FDS clients with an ROI, so they see the value in digital marketing.

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