{"id":5210,"date":"2024-10-13T18:30:15","date_gmt":"2024-10-13T18:30:15","guid":{"rendered":"https:\/\/workhouse.sweetdishy.com\/?p=5210"},"modified":"2024-10-13T18:30:16","modified_gmt":"2024-10-13T18:30:16","slug":"basics-of-search-campaign-set-up","status":"publish","type":"post","link":"https:\/\/workhouse.sweetdishy.com\/index.php\/2024\/10\/13\/basics-of-search-campaign-set-up\/","title":{"rendered":"Basics of Search Campaign Set-Up"},"content":{"rendered":"\n

To understand the building blocks of a search campaign, let us take a fictitious example of a watch reseller company XYZ which wants to launch an online watch portal by the name \u2018Xqui-site\u2019 to sell global watch brands to buyers across Indian metros. We will build the case by looking at the key aspects and decisions which the newly hired marketing manager of XYZ Digital will have to take to set up a search campaign and the parameters which need to be defined to make the launch successful.<\/p>\n\n\n\n

Let us assume the marketing manager has already done all the research with regards to pre-panning of campaign launch, as mentioned in the last section, We will explain below in a sequential manner, the key concepts which he needs to know to successfully set up the campaign:<\/p>\n\n\n\n

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  1. <\/a>Understanding keywords<\/strong>: The most basic concept we need to start with is that of \u2018keywords\u2019 which are core to any search marketing campaign. A keyword is typically confused and considered to be the same as a search query.A keyword is an abstraction of multiple search queries which has been developed to support SEM bidding, while a search query is the actual set of words and phrases which any user types into the search box. During SEM what the XYZ marketer would typically bid on would be a keyword and not the actual search query. For example, if the marketing manager bids on a broad keyword like \u2018Watches\u2019, his ad would be served on multiple combinations of search queries related to that keyword including \u2018Premium watches,\u2019\u2018Watches for gifting,\u2019 \u2018Watch buying websites,\u2019 etc.<\/li>\n\n\n\n
  2. Campaign and ad groups<\/strong>: The next important concept which the marketing manager needs to know is how the target keywords are grouped under \u2018campaigns and ad groups.\u2019 The word \u2018campaign\u2019 has a specific meaning when we refer to AdWords search marketing. To understand what campaigns and ad groups mean, we would go back to the example of Xquisite watch portal launch. During the set-up stage, the manager will first create an account in Google AdWords search marketing tool and divide his marketing activities by grouping target keywords into logical Ad Groups, which in turn form a part of multiple types of campaigns which XYZ would want to run. So the basic set-up of an AdWords campaign involves deciding the overall marketing objectives, converting them into logical campaigns (based on service lines or products or themes, etc.), and creating multiple ad groups within each of them (which contain identified keywords).<\/li>\n<\/ol>\n\n\n\n

    Figure 8.2\u00a0demonstrates the relationship between campaigns, ad groups, and keywords. As represented in\u00a0Fig. 8.2, a particular campaign contains ad groups and for each specific ad group, target keywords are chosen to execute search marketing campaigns. Let us first look at the definition of campaign and ad groups.<\/p>\n\n\n\n

    \"img\"<\/p>\n\n\n\n

    Figure 8.2<\/strong> Relationship between Campaigns, Ad Groups, and Keywords<\/p>\n\n\n\n

    The definition of a campaign<\/em> while setting up an AdWords account involves dividing the online marketing effort based on key business groups, service lines, or products, depending upon how best a company wants to focus and measure their campaigns. In case of XYZ firm, launching <\/a>Xquisite online watch portal, the different ways in which XYZ can develop its campaigns could be based on:<\/p>\n\n\n\n