Lesson 7: Campaign Building
Introduction
OK, so you’ve got all the elements of the TALL campaign under control. Now it’s time to pull it all together to build incredible PPC campaigns using the campaign builder.
The campaign builder takes your keywords, landing pages and ads and helps you build out campaigns that have a tight chain of relevancy between your keywords, landing pages and ads.
So when a user types in a query, you can show them an ad that powerfully matches their exact request and send them to a landing page that does the same.
We have four different campaign types within SpeedPPC. They are:
- Single Keyword Ad Group (SKAG)
- Single Theme Ad Group (STAG)
- Paired Campaign
- Domain Campaign
We have a lot of extra information and examples in our knowledge base and our community. However, for our Crash Course, we will look at the thematic campaign as this is the most common campaign type and is generally what we would recommend starting out with.
We have included an extra video to help you understand the logic that sits behind the tokens. When you understand the logic, it will make things much easier to understand how to use these dynamic elements more effectively.
Lastly, we will show you how to upload into Google Ads Editor. The final step of getting your killer campaign into Google Ads.
You will learn:
- A full walk-through of a thematic campaign build from start to finish.
- How to improve ad relevance with tokens in SpeedPPC.
- How to upload into Google via Google Ads Editor.
Once you’ve mastered this, your competitors won’t know what has hit them!
How To Create A Thematic Ad Group Campaign
The SpeedPPC thematic campaign, also known as Single Theme Ad Group campaign, is a popular structure used in SpeedPPC for Google campaigns. This structure offers a balanced group of keywords that lead to better click-through rates and quality scores, as well as faster learning for text ads.
In this script, a bike shop is building a thematic campaign that focuses on the different services it offers. The campaign includes two keyword lists, seed and expansion, and uses responsive text ads. The user sets match types and bids for each keyword, and creates ads using tokens.
How To Upload Into Google Ads Editor
Google Ads Editor is a popular tool for PPC pros for building and maintaining Google Ads campaigns.
This video demonstrates the steps you need to take to upload your exported campaign to Google Ads Editor.
Tokens Explained
The video explains how tokens work within the SpeedPPC campaign building tool.
Tokens are blocks of text used as placeholders that can be replaced dynamically with something else. The main use of tokens is to replace words within ads dynamically, making ads more effective by speaking directly to what the user is searching for. Tokens can also be used to pass values to URLs for tracking.
The video provides an example of how to use tokens in SpeedPPC and introduces a feature called Fall Back, which is used when a keyword is too long and exceeds the character count allowed for the ad.
The video also explains that for Single Keyword Ad Group campaigns, any token can be used, including expansion tokens.
However, for Single Theme Ad Group campaigns, only the seed token can be used because of the many keywords within the ad group and just one ad.