Organizing Your Account

Organization gives your account a solid framework, making it easier to determine which of your ads, campaigns and keywords are working, and which aren’t, so we can alter or add campaigns as necessary.

There are two main components to your search engine advertising account: campaigns and ad groups. A Google AdWords account can contain up to 25 campaigns; a campaign can have up to 100 ad groups; and an ad group can include hundreds of keywords.

When it comes to giving your search engine advertising account a strong foundation organization is key.

Introduction
Seybold is a Google AdWords Certified Company. As a certified Google Partner we bring a broad and deep breadth of knowledge on how to establish and maintain a quality Search Engine Advertising Campaign.

Our team of technologists, analysts and marketing professionals offer companies search marketing expertise that is uncommon in mid-size cities. Through our unique relationships and several decades of combined experience, we deliver significant value to our clients.

Planning Around Your Business Needs
Before we start building your campaign(s) it’s important that we develop a marketing plan focused on search engine advertising, but  in line with your overall marketing and business goals. This helps us understand what you want and expect from your search engine advertising campaign.

For every campaign we create we will cooperatively set a budget, pick where the ads will appear geographically (within specific countries, cities or within a custom-created area that you specify. We then define where your ads will appear online (on search pages, content pages, or both).

As we create the campaigns we draw from knowledge we have already gained from you:

• What does your business offer?
• How does your business differ from your competitors?
• What do you want to achieve from your advertising?
• How much do you want to spend per month?
• Who is your target audience?
• Where do you provide services?

With this knowledge we create the ad campaign and begin to monitor its performance over time.

Stick To One Goal Per Campaign
Once we know what to do with your search engine advertising campaign(s) it’s time to put the plan into action. We structure each campaign around one specific goal - like increasing sign-us or selling more houses. We separate each campaign by theme or product line. If product lines are not easily separable then we will align the campaign with how you have structured your website.

We always keep your audience in mind. We target only locations where you offer services; and target the language in which your ads are written. And, if you have international customers then we will segment your campaigns by country.

Finally, we will give each campaign a name aligned with the goal it has been assigned. When we talk about analytics this will make sense because you’ll easily be able to see from the analytics reports which ad drove which part of the business. This makes tracking and editing campaigns much simpler later on making managing your campaign much easier and less expensive for you.