7 stages of a successful AdWords campaign

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1. Research: Mike researched his market and found that many people were posting
videos on the internet about playing guitar, but they were being taken down quickly
when relevant record companies found them. So Mike went to the record companies
first and asked how much the rights would be.

2. Keyword research: Mike then did some keyword research (see chapter 4) and
found out which songs were being searched for most by those who wanted to learn to
play guitar. He also found out how much it would cost to bid for pay per click adverts
on relevant searches (keywords). Then he went back to the record companies and paid
for the rights to the songs he knew would be the cheapest to bid on.

3. Build your pay per click campaigns: Mike then built his AdWords Campaigns
(see chapter 6). Groups of related keywords were put into ad groups. Each keyword
was given an opening bid, and copy was written for adverts for each ad group. Multiple
ads were created and tested (split tested) for each ad group.

4. Landing pages: Next Mike built his landing pages. A landing page is the first
page people see after they click the ad text on your AdWords ads.

5. Tracking, measuring and reporting: Impressions (how often your ads
appear), clickthrough rate (how often your ads are clicked on), response rates (how
often people respond to your site’s offers) are all measured and monitored for your
different keywords, ad groups and ads.

6. Campaign optimization: The work of a good online AdWords campaign is
never done. Using that monitoring data, keywords, ads and landing pages can be
constantly refined and improved upon (see chapter 7).

7. Keep on going! Keep what is working – improve or lose what isn’t working and
move on to the next campaign.
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