Advertising creative services | PPC campaign setup / US

This project focuses on the setup of advertising campaigns for Einzelwerk, a B2B entity specializing in expert products and comprehensive services, offered at a competitive price point. The target geographical markets encompass English-speaking countries with high purchasing power, specifically including the USA, Canada, and the United Kingdom. The primary digital advertising platforms selected for implementation are Google Ads.

Objectives

The core objectives established for this project included:

• Initiating and configuring the Google Ads account.
• Establishing comprehensive tracking mechanisms to monitor campaign performance.
• Developing a robust and segmented campaign structure.
• Curating a meticulously selected list of keywords for targeting.
• Crafting diverse ad copy and corresponding banner creative variations.

 

What Was Done

The following key steps were executed during the project’s setup phase:

• • Advertising Accounts and Basic Analytics Setup: The Google Ads account was fully configured for Einzelwerk. Tracking templates incorporating specific UTM parameters were developed for Google Ads, covering Search, Display Network (GDN), and Retargeting campaigns. A Google Analytics counter and associated goals were established. Recommendations were provided for the installation of the Google Analytics code across the website, along with event tracking codes for «order» button clicks and «mainsite» link interactions. Furthermore, a recommendation to install the Ptengine tag for detailed user behavior tracking was issued.
  • Campaign Preparation and Segmentation: Geo-targeting was precisely configured for English-speaking countries, specifically USA, Canada, and the UK. Dedicated campaigns were developed for the Google Display Network and for retargeting purposes, each incorporating tailored algorithms and specific settings. The overall campaign strategy, including geographical and temporal targeting, was defined.
  • Keyword and Audience List Formation: An extensive list of keywords was generated through a parsing process utilizing Keyword Tool. This process focused on core terms such as «ad images,» «ad banners,» «ad creatives,» and their variations pertaining to social media platforms including Facebook, Instagram, Meta, LinkedIn, and Twitter. This initial parsing yielded a total of 13,065 queries. A comprehensive list of negative keywords was also compiled to refine targeting. The final advertising campaign was structured around 210 highly relevant and frequently searched keywords.

• Ad Copy and Banner Development: Ad compositions were developed for various campaign types. Complementary descriptions and sitelinks were prepared, emphasizing key aspects such as «Best for META,» «Facebook & Instagram,» and «Linkedin & Twitter». Callout extensions were created, highlighting «3 Creative Formats,» «High Quality,» and «CTR Increase». Ad examples were outlined for Search, GDN, and Retargeting campaign types.

 

In view of all the points mentioned above, ads in advertising campaigns have the following appearance.

Search:

 

GDN:

 

Retargeting:

 

• • Remarketing Setup: A distinct retargeting campaign was prepared, complete with specific tracking parameters for its implementation.
  • Pixel/Conversion Installation: Google Analytics counters and goals were established to facilitate precise conversion tracking. Recommendations included the deployment of Google Analytics code and specific event tracking codes for critical user actions on the client’s website.