AdWords Warm Up
Please complete this warm up in your marketing plan groups by next class. We will
discuss your work during class but you do not need to hand it in.
For the warm up you will get set up with AdWords and begin developing a
campaign. It is suggested that you use your AdWords client for this process.
1. Brainstorm some goals that you may wish to accomplish for your client.
These goals might differ depending on other promotional activity your client
is carrying out, the current state of their website, your client’s brand, and
their larger objectives. Are you looking for sales/conversions, greater
awareness, sales leads, growth in a community, or something else?
2. How will you measure the success of each goal?
3. What is the ideal target audience for each goal? Where are they in the
decision making process? What keywords will they be searching for? What
content will they be reading? What information are they most interested in?
Think broadly as well – what related keywords or content might they be
searching for or consuming? Where is this audience located physically?
4. Have at least one person sign up for a Google AdWords account
(http://adwords.google.com) using a non-KSU Gmail address. You do not
need to enter any billing information.
5. Navigate to Tools > Keyword Planner and use the “Get search volume for a
list of keywords or group them into ad groups” tool to get a sense of the
number of monthly searches for your terms. Be sure to check and doublecheck that your location is set correctly so that you get correct estimates.
6. Navigate to Tools > Keyword Planner and use the “Get traffic estimates for a
list of keywords” to get a sense of how much traffic is possible with your
daily budget.
7. Navigate to Tools > Keyword Planner and use the “Search for new keyword
and ad group ideas”. See if you can find some new keyword ideas.
8. Explore AdWords’ keyword matching options
(https://support.google.com/adwords/answer/2497836?hl=en). Does it
make sense to be more specific in your keyword targeting? Which options
might be appropriate?
9. Go to Campaigns and create a new campaign for one of your goals. Make
campaign-level decisions that are appropriate for your circumstances.
10. Develop an ad group of at least one ad and some keywords. Enter them into
the system. Is your ad compelling? How might you create variations to test
out response to different versions?
11. Pause each ad group by navigating to the ad group (use the left hand
navigator) and then changing the drop down menu saying “Enabled” with a
green dot (up by the ad preview) to “Pause”.
12. Poke around the AdWords site and explore its features. Continue to develop
strategy for your AdWords client.