1. CONVERSION TRACKING
We always include conversion tracking of some sort BEFORE going live
Here are some examples:
- Form submit
- Email submit
- Contact Us page view (as a minimum)
- Phone call tracking
- See “How to set up phone call tracking on website”
2. SETTING KEYWORD BIDS
Set them HIGH at the start – whatever you think they should be, then increase +50%. Exact Match Keywords = Highest Bid, BMM = 20%lower than the EM bid.
3. BID STRATEGY
Manual CPC bids only – NO Enhanced CPC (waste of money). After some time & more than 30 conversions you can test ‘Target CPA’ bidding.
4.CAMPAIGN SETTINGS
The 4 functions to enable from beginning include:
- Search partners on
- Delivery method Standard
- Ad Delivery – Rotate Indefinitely
5. CAMPAIGN NAMING CONVENTIONS
Describe the type of keyword it is, the network, location & match type if doing Alpha/Beta campaigns.
E.g. [Keyword type] – [Network] – [Location] – [Match Type] formula.
E.g. ‘Generic – S – Au – EM’ or ‘Brand – S – Au – BMM’
6.SEGMENTING KEYWORDS INTO CAMPAIGNS
Brand keywords always have their own campaign to ensure maximum SOV. This is because brand are the best performers & should be ALWAYS ON but generic keywords can eat up the budget if they are mixed.
7. KEYWORD MATCH TYPES
No keywords on pure broad match – BMM only unless really struggling to spend. Start with Exact Match & Broad Modified in Single Keyword Ad Groups but over time these can be separated out. Learn more about keyword match types here.
8. SINGLE KEYWORD AD GROUPS
Big fan of these because they work & get great Quality Scores from the start (so important). 1 keyword = 1 ad group = 2 ads with keyword in H1’s. Just mix up the H2’s & descriptions is all you need!
9. REMARKETING
It’s always worth doing so send the remarketing code to client to start building a cookie pool from the START!
10. ALPHA/BETA campaigns
ALPHAS are the winning exact match keywords you notice over time. Generally after 3 months you will have the data to know which these are. Then these can be pulled into their own ‘ALPHA’ campaigns on Exact Match & Broad Modified goes into a BETA campaign to keep farming new winning keywords.
11. BRAND Campaigns
The bread & butter. Run all terms, all match types & ALWAYS ON.
This is just a small look at some of the factors to consider when building your Google AdWords account, if you are interested in getting the most out of your Ad Words account but don’t have the necesary time to spend managing it you can contact our team here at SYNQ Digital.
This has been another insight from the team here at SYNQ Digital
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