Web positioning, web design and Google Ads for CTEEP

After creating the website for the European Technical Center, a professional training school with locations in Barcelona and Girona, we began a new stage in their online communication plan: the development of Google Adwords campaigns.

In the field of online marketing, it is common to use a multi-channel strategy, that is, not focusing on a single communication channel, but combining several, such as SEO, SEM campaigns, social media, and email marketing.

In the case of CTEEP, already present on social networks and with the website optimized for search engine positioning, the review of the active SEM campaigns has become one of the final steps in consolidating their online presence.

The first step: sector analysis

Although the structure of Google Adwords search campaigns is usually similar in most cases, sector behavior will vary depending on multiple factors, such as market maturity or the presence of competitors. Considering these and conducting a prior analysis is key to optimizing campaign performance.

Ad group optimization: keywords, ads, and extensions

With a defined campaign and ad group structure already in place, we must ask ourselves whether it’s effectively responding to the searches received, and whether we need to introduce changes or create new campaigns, ad groups, or other elements from scratch.

For example, in the case of keywords, we can ask the following questions:

• Are they correctly structured into different ad groups?
• Are CPCs properly adjusted for each one?
• Are we aiming for a click-oriented or conversion-oriented strategy?
• Are we using the appropriate match types?
• Should we introduce terms as negative keywords?
• Are there search terms in the Search Terms section that have not been considered?

And a long list of other considerations, in this case focused solely on keywords.

Reviewing landing pages

Depending on the type of website and the searches we want to capture, we will direct our ads to different destinations: homepage, category pages, or even dedicated landing pages.

In this case, CTEEP has specific landing pages for the different campaigns. An ideal scenario for optimizing their performance.

Adwords campaign optimization: a continuous process

Given the many variables that can influence the success of a Google Adwords campaign, the process of optimizing them never truly ends. Various situations can arise that affect performance: the emergence of a new competitor, changes in Google's advertising policies, a website redesign, and so on.

That’s why we must always maintain a continuous review pace for Google Adwords campaigns, and that’s exactly where we stand with CTEEP.