1. Partner November, 2008 5 Steps to Mastering Google AdWords Campaigns Ophir Cohen, CEO Compucall Web Marketing Ltd. oc@ophircohen.com oc@ophircohen.com +972-3-6447172 Web: http://www.Compucall-USA.com Blog: http://www.OphirCohen.com

2. 5 STEPS TO MASTERING YOUR GOOGLE ADWORDS CAMPAIGN Compose a winning strategy Create a Structured Campaign Carefully Select your Keywords Monitor & Optimize Quality Score Optimize CPA (Cost Per Acquisition)

3. STEP 1: COMPOSE A WINNING STRATEGY – CAMPAIGN CYCLE Define your campaign KPI’s Set your KPI’s baseline and define goals. Create a measurement platform (Web Analytics) Create your campaign Optimize your campaign

4. STEP 2: CREATE A STRUCTURED CAMPAIGN Unique Email Address & Password Billing Information Account Preferences Master Account Campaign A Start & end dates Daily budget Google Network preference Language and location targeting Start & end dates Daily budget Google Network preference Language and location targeting Campaign B You can (usually) have up to 25 Ad Campaigns Ad Group 1 Ad Group 2 10’s of Keywords 3 or more Text Ads Bids Ad Group 1 10’s of Keywords 3 or more Text Ads Bids Recommended to have up to 100 Ad Groups 10’s of Keywords 3 or more Text Ads Bids

5. STEP 2: CREATE A STRUCTURED CAMPAIGN Use the Google AdWords Editor Use Geo-Targeting in the architecture Use Small and Targeted Ad Groups Test different Creative and Landing Pages Search Vs. Content Vs. Placement Targeting Text Ads Vs. Display

6. STEP 3: KEYWORD RESEARCH & ANALYSIS Expand your Keywords list (Google tool, keyword permutation, word tracker, keyword discovery, keyword spy, spy.fu and others) Utilize matching (broad, exact, phrase, negative) Long Tail.. Long tail.. long Tale.. Lung tail.... זנב ארוך larga cola..

7. STEP 3: CAREFULLY SELECT YOUR KEYWORDS https://adwords.google.com/select/KeywordToolExternal

8. STEP 4: MONITOR & OPTIMIZE QUALITY SCORE “Quality Score is a dynamic variable assigned to each of your keywords. It’s calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user’s search query.”

9. STEP 4: QUALITY SCORE EXAMPLES

10. STEP 4: QUALITY SCORE TIPS Use the keyword on the ad title and description Utilize dynamic keyword insertion {KeyWord: My default Ad text} Repeat the keywords on your landing pages Optimize your landing page (example: WebSite Optimizer)

11. STEP 5: OPTIMIZE YOUR CPA CPA = Cost per Acquisition CPA = Total Cost per Goal (can be sale, download, lead etc.) CPA is influenced by: –Cost per Click –Conversion Rate Define Max CPA Optimize Campaign to meet your goals

12. STEP 5: OPTIMIZE YOUR CPA - THE CPA SENSITIVITY MODEL Target CPA: $50 - $70

13. T HANKS FOR YOUR T IME ! Download Goodies at: http://www.OphirCohen.com/goodies Ophir Cohen – CEO Compucall Web Marketing oc@ophircohen.com oc@ophircohen.com +972-3-6447172 Web: http://www.Compucall-USA.com Blog: http://www.OphirCohen.com