AdWords Campaign Management Checklist
Task Frequency
Adjust bids Daily
Look for negative keywords Weekly
Pause poorly performing
Weekly
keywords
Perform keyword expansion on
Weekly
top performing keywords
Move top performing keywords
Weekly
to separate ad groups
Review and pause ads 2x per week
Create new ads As needed
Tools URL
http://www.google.com/intl/en/
AdWords Editor
adwordseditor/
http://www.splittestcalculator.co
Split Test Calculator
m
https://adwords.google.com/sele
Keyword Tool
ct/KeywordToolExternal
Explanation
Sort your keywords by "Total Cost" and pay attention to the keywords you're spending the most
money on first. These are the keywords that will have the highest impact on your campaign,
whether they're losing or making money. In most cases the metric you want to judge a keyword's
performance by is "Cost Per Conversion," which will tell you how much you have to spend in order
to acquire a customer, subscriber etc.
Within the new AdWords web interface, you can click on "See search terms" and your dashboard
will display keywords that searchers actually used to find your ads. Look for any of these that don't
make sense and add them as negative keywords to your campaign -- this way your ads won't show
up for terms that aren't relevant to your offer/business.
In your campaign, look out for keywords that have a low CTR (high amount of impressions but low
clicks), a high cost-per-conversion or a high spend with 0 conversions. These are the keywords you'll
want to act fast to pause so that they don't continue to drain money from your campaign
For the best keywords in your campaign (low cost-per-conversion with high volume), take each one
and run them through Google's Keyword Tool. Find variations and synonyms that you can add to
your campaign. Expanding on keywords that are already performing well is one of the quickest ways
to scale your AdWords advertising and make it profitable for your business.
This helps boost your Quality Score and allows you more control over your bidding
You always want to have at least 2 ads running in each ad group so that are you always testing to
find the best ad copy . Use http://www.splittestcalculator.com to determine which of your ads wins
the test. The calculator makes sure that all of your tests collect enough data so that the results are
statistically significant.
You can play around with different headlines and descriptions to find out what marketing message
resonates the best with your target audience.
Useful for…
Creating campaigns, managing bid prices, editing keywords
Split testing ads, running statistically significant tests
Keyword research, keyword expansion, finding negative keywords