For my Interactive Web Marketing class, we were asked build a successful AdWords campaign using Google's step-by-step guide. The Google package is a very helpful resource to help you build a successful campaign!
Below is an example of how to build a campaign using Farm Girl Mobile Food Co., a local mobile food truck serving up some truly delicious - and locally sourced - gourmet comfort food in Kingston!
WORKSHEET 1: Organizing your Account
Step 1: Design your advertising plan by answering some questions about business needs
What do you offer? Gourmet locally-sourced comfort food
Who do you want to target?
- Kingston/surrounding area
- young professionals
- students
- individuals who care about sustainable food practices
What's your budget? $5 per day > $35 per week > $140 per month
Step 2: List campaign goal (which can be used as your campaign name)
Campaign Goal: Increase Lunch Sales
Step 3: Create at least three ad groups for your campaign (optional)
WORKSHEET 2: Picking the Right Keywords
Step 1: Expand - list keywords that relate to both your business and campaign goal. Use the keyword Tool for ideas.
catering Kingston, local farms, mobile food, gourmet food, comfort food, locally sourced, sustainable, mobile food truck, home down food, homemade menu items, homemade menu
Step 2: Group - separate keywords into ad groups by common theme
Theme 1:
- locally sourced
- sustainable
- local private catering
-catering Kingston
Theme 2:
- gourmet
- gourmet food
- comfort food
- delicious food
- gourmet food Kingston
- comfort food Kingston
Theme 3:
- food truck
- mobile food truck
- food truck Kingston
Step 3: Refine - cut out any irrelevant, unclear, generic or too-specific keywords from the list above.
(Will see when we develop the ads)
WORKSHEET 3: Write Targeted Ad Copy
In this section Google AdWords has you create 3 sample ads for each Ad Group! However, I've simply included a few examples along with the breakdown of how Google formats your targeted ads.
Google Ads consist of 3 parts:
1. Headline - A 25-character headline
2. Description - You get 2 lines of 35 characters each to describe what you have to offer
3. URL - www.your-35-character-URL.com
Examples:
Looking for a customizable menu for your event?
Contact us today!
(destination URL)
Gourmet Comfort Food
Fresh locally-sourced homemade menu options.
Come visit us today!
Gourmet Comfort Food
Homemade, locally-sourced menu options.
Join us today!
So, there you have it! A sample of how to build a successful Google AdWord campaign using their easy step-by-step guide. Don't forget that whether you're brand new to Adwords (like me) or are an AdWords veteran, getting the most out of Google AdWords requires ongoing experimentation!
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