(V) Setting up and operating strategies for ad accounts

1. Develop a "Best Practices for Account Structure" Material Architecture Strategy

- Separate ad campaigns by target country/language and device. Create ad groups based on the landing page for specific products/services. Use descriptive and representative names for campaigns and ad groups. Create closely themed ad groups based on specific products or services.

- Place closely related keywords in each ad group. Over-grouping dilutes relevance. Use negative keywords at the campaign and ad group levels to minimize irrelevant clicks. Each ad group should include 2-3 responsive ads with themes and keywords.

Based on industry background checks and data issues reported from previous account data, we customized optimization strategies and provided data analysis for the solutions.
"Evaluation of expected marketing results".

2. Find target business keywords

If I were a user, what keywords would I search for? ①. Optimization specialists need to be familiar with product and service information and consider what keywords customers use to find us. ②. Google Ads Keyword Planner or B2B export marketing tools (Semrush, Kwfinder, etc.) can expand relevant keywords. Below is a screenshot of data showing the expansion of the keyword "mini pc" using Google Ads;

3.1. Screening target business keywords

The three key phrases are: "Product/service relevance (users can match the corresponding products using this terminology), traffic attributes (search volume is the core of keyword selection; generally, you should pay attention to the search volume of the phrase in different dimensions, such as PC, mobile, and different regions), and purchase attributes (search phrase intent analysis; you need to analyze which stage users are at when they are learning, comparing, placing an order, or making a purchase)."

Below is a breakdown and analysis of some phrases:

①. The customer manufactures industrial mini PCs.

②. The customer is a factory that manufactures industrial mini PCs.

Therefore, target customers will search for "purchase, wholesale, and customization keywords". Further analysis of industrial mini PCs reveals many sub-types, such as "fanless mini PC" and "large memory mini PC".

4.1. Target Keyword Grouping

There are two criteria: within the same ad group, the phrases have the same semantic structure (e.g., industrial mini computer, industrial computer, two keywords, because one does not include "mini", it could be a large industrial computer, etc.).

The word phrases should be no more than 30 characters long; ①. The word phrases should have the same structure and semantics, and the ad copy of the unit group (adaptive) should have a high degree of matching; ②. The title should be no more than 30 characters long and should comply with the platform's title specifications (for example, the title should contain as many keywords as possible, because adaptive creatives are composed of different titles combined according to the user's intent, so it is essential to control the word count and relevance of the word phrases).

5. Build a high-quality account structure

Account Quality Score: Keyword estimated click-through rate, ad relevance, landing page quality;

Account setup: Business country --- Campaigns > Ad groups > Ad copy/phrases --- Corresponding page...

For example: the plan name is "Search: Fanless Industrial Computer; Canada/Columbia/Mexico/US, English #CPC_v2", and its phrase name is "Fanless Industrial Computer". This is a hierarchical structure.

6. Fill in advertising slogans

In Google search ads, the ad copy mainly consists of two parts:

a. Headline: Usually the most prominent part of the ad. Displayed in bold on the search results page, with a character limit of 30 words. It should contain keywords to attract user clicks and clearly convey the ad content. Up to 15 headlines can be uploaded, but more isn't necessarily better. Search ads are more effective when the customer's impression of the ad is relatively fixed. In-feed ads are similar to news feeds, requiring updates to the ad materials based on their decay cycle.

b. Description: Includes additional text information to describe the product, service, or advantages in detail. There are usually two description fields, each limited to 90 words. The key features and value proposition of the product or service should be highlighted.

① Regarding "product advantages, company's production capabilities, company's service capabilities, application scenarios..."

②. Categorize and summarize: Based on keywords in the title + product strength; keywords + service strength; keywords + preferential policies, etc.

It can basically achieve an excellent score.

7. Use language checking tools

Use grammar and spell checking tools to ensure the copy is free of spelling and grammar errors. For example, use...
Tools such as Grammarly or Hemingway Editor can perform basic grammar checks.

8.1. Install Google code

① Use website form submission for data monitoring; ② In Google Ads, click 'Tools & Settings' > 'Conversions' > 'Create New Conversion Action', select 'Website' and configure form submission for conversions; ③ Obtain the Google code; bind your website to Google Analytics/Ads tools to obtain the code; ④ Place the obtained Google code in the website's <head> < /head〉标签之间

9. Monitor settings and data link, enable

① Check if the campaign strategy and budget settings are correct; ② Check if conversion submission data can be received normally and count the number of conversions.