Monday, February 15, 2016

Adwords account optimization and setup checklist

Here is a handy checklist for adwords advertisers. Using this checklist you can audit an existing account, setup campaigns for a new account and/or even give recommendations to a prospective client. 

Type of operationDetails 
Quality Score Automation RuleThere are some enabled keywords whose quality score is below 3 which is very bad for account health. I will add an automation rule which will automatically pause any keyword the time its quality score falls below 3. It is a bad idea to keep low quality keywords alive!
Negative KeywordsThere are no negative keywords added at campaign or ad group level. We should add the negative keywords (at campaign and adgroup level) to save money on clicks which won't convert.  Negative keywords clicks will not result in a sale!

I will do a holistic negative keywords research for each ad group.
More Keywords and Adroups Research for more keywords to add them into existing and new ad groups. It will help us target more clients and structure our campaign.
Add impressive adsI like to write ad copies and I will write new ads for each ad group. Ad settings also need to be changed to "show evenly"
Landing PagesBased on my new keywords research, we might need to add new relevant landing pages for better conversions.
Conversion Setup Please coordinate with me and tell me if you have placed the conversion tracking code at the right place?
Include Search PartnersI can see your campaign is not using search partners. We can use this as well to get more customers. 
LocationsAdd more locations and add location bid modifiers to bid less for countries where conversions are low. 
Ad SchedulingAdd schedules to bid more or less during different time intervals.
Give idea about remarketing to those website visitors which have not converted during their first visit. 
Ad extensions
Add the ad extensions such as call extension, location, reviews, etc.
OpportunitiesReview google opportunities and act on these advices. It helps adwords account gain a good reputation in the eyes of adwords. 
ReportsReview reports to check campaigns performance on daily basis. 
Display CampaignsI will setup display campaign and find selected placements to display your ads. It will give your site an additional exposure and bring in new clients. 
Image AdsI will, with the help of designer, design a few important ads for you under this package. Good-looking ads are important for branding. 

If you liked the list, use it extensively anywhere. You can also share your suggestions to improve it further. 

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