As my last post said that we can set up multiple campaigns under one Google Ads account, so thinking about how to separate out campaigns is your first task to start with.
Many brands like to create campaigns by advertising on products or services. Unfortunately, it is wrong because it is not effective.
You want to start off thinking about the CORE GROUP of services or products. They could be your best sellers or top-rated services. Concentrating on the core group shows what's the most important thing or the best products (services) directly to the users.
You could also focus on LOSS LEADERS. Loss leaders are the products or services that might not generate profits on the first initial sale, but you know from your own data that typically those customers will come back and buy more later on. You have to build that into the lifetime value of your consumer calculations.
There are different ways to set up campaigns. The most simple way to separate out your campaigns is to study your website navigation. Good navigation will show a clear website structure and group the related information into the right categories. Users could easily understand your website by reading the navigation, and it could direct users to the right place.
You could set up your campaign based on the top-level categories of that navigation. For example, if I want to set up campaigns for IKEA, I could set up five campaigns: offers, products, rooms, ideas & inspiration, and new at IKEA.
Then, the ad groups under each campaign would be the subcategories of each primary navigation. I could create different ad groups under the product campaign such as good deals, furniture, seasonal ideas and etc.
Next, you need to think about what page you want to send the traffic to, so you don't want to be too broad and also don't want to be too specific. The point is that we are using the navigational structure of the website to inform users' decisions about how we want to work on our campaigns.
How is your information structured is how you are going to get landing pages for your ads. What area of your site and what page on your site are you going to be sending traffic to? That's obviously going to increase the usefulness of the information you provide to consumers, and you are going to have a higher conversion rate.
How specific a page you want to send traffic to?
It is better to give a person a sense of ownership of his perception. For example, if I am searching for baby toys, I want to be able to find it by myself. I want to explore more and then select the toy I like. This experience makes me feel better about to take everything in control.
If the landing page is too specific, you are not allowing the user to make his own decision to evaluate his own buying choices. That's the thing you don't want to take away from users.
Moreover, you could also build campaigns based on the value and the aggressiveness you want to bid for a specific product or service. In general, a searcher that's closest to the flagship location will have a very high bid.
At last, it is very important that we keep your campaign data clean because you don't want to have a lot overlap between campaigns. Make sure you break campaigns out in a way that is organized.
Many brands like to create campaigns by advertising on products or services. Unfortunately, it is wrong because it is not effective.
You want to start off thinking about the CORE GROUP of services or products. They could be your best sellers or top-rated services. Concentrating on the core group shows what's the most important thing or the best products (services) directly to the users.
You could also focus on LOSS LEADERS. Loss leaders are the products or services that might not generate profits on the first initial sale, but you know from your own data that typically those customers will come back and buy more later on. You have to build that into the lifetime value of your consumer calculations.
There are different ways to set up campaigns. The most simple way to separate out your campaigns is to study your website navigation. Good navigation will show a clear website structure and group the related information into the right categories. Users could easily understand your website by reading the navigation, and it could direct users to the right place.
You could set up your campaign based on the top-level categories of that navigation. For example, if I want to set up campaigns for IKEA, I could set up five campaigns: offers, products, rooms, ideas & inspiration, and new at IKEA.
Then, the ad groups under each campaign would be the subcategories of each primary navigation. I could create different ad groups under the product campaign such as good deals, furniture, seasonal ideas and etc.
Next, you need to think about what page you want to send the traffic to, so you don't want to be too broad and also don't want to be too specific. The point is that we are using the navigational structure of the website to inform users' decisions about how we want to work on our campaigns.
How is your information structured is how you are going to get landing pages for your ads. What area of your site and what page on your site are you going to be sending traffic to? That's obviously going to increase the usefulness of the information you provide to consumers, and you are going to have a higher conversion rate.
How specific a page you want to send traffic to?
It is better to give a person a sense of ownership of his perception. For example, if I am searching for baby toys, I want to be able to find it by myself. I want to explore more and then select the toy I like. This experience makes me feel better about to take everything in control.
If the landing page is too specific, you are not allowing the user to make his own decision to evaluate his own buying choices. That's the thing you don't want to take away from users.
Moreover, you could also build campaigns based on the value and the aggressiveness you want to bid for a specific product or service. In general, a searcher that's closest to the flagship location will have a very high bid.
At last, it is very important that we keep your campaign data clean because you don't want to have a lot overlap between campaigns. Make sure you break campaigns out in a way that is organized.
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