Campaign and Ad Group Management

This week in my Search Engine Marketing class, we have begun the process of creating an AdWords campaign. My knowledge of these processes is still cloudy, but Google has done a great job of explaining what is necessary to develop and effective Ad campaign. During this process of understanding what it takes to create an effective Adwords campaign, there were some elements to creating and managing my campaign that I had to grasp. First and foremost, it is important to note that AdWords is organized into the three layers. These layers include the account, the ad campaign and ad group. An ad campaign is a set of ad groups that have its own budget and location targeting. Ad groups are sets of keywords, ads, and bids that are managed to show ads to people.

As part of the curriculum in my Search Engine Marketing class, I have been given the opportunity to create my own campaign. Since the beginning of the this course, I have had the chance to take what I am learning each class period and gain a better understanding of Google ad campaign and ad groups by working hands on. At this point, my ad campaign for the National Tiger Sanctuary has not received a lot of click, but I believe it is because I need a few more keywords (words or phrases that viewers can type into the search field to find the ad).

Overall this week has been very educational and hands on. In the next few weeks, I must present new promotional ideas to a local bowling alley as part of a class project. I most likely will take what I have learned in regards to campaigns and managing ad groups and create an ad for the bowling alley. In my opinion, it is a wonderful thing when you can learn something in class and actually apply it to other situations.

Below is a chart on how an account should be organized. When looking at campaigns and ad groups, this example is a helpful visual. Also, click here to view the National Tiger Sanctuary website.