We’re starting a short series of articles for sharing AdWords Best Practices to use when building and optimizing AdWords campaigns. We followed these steps for most of our clients, and we managed to achieve great results with them. Before every campaign, we recommend to create a short checklist to ensure that you’re not forgetting anything.
Understand your customer
First things first, you should try to understand your Customer Needs and his Demand.
Ask consultative questions to get a full perspective of his business. Brand Attributes, Products, Customers, Competition, Budget, Location, all are important chapters in your journey to a successful campaign. By understanding his needs from the beginning, you will create a special relationship with your client. A simple way to do that is by filling a Marketing Brief.
After you get those answers, you should do some research on your own. Therefore, understanding the place of client’s business in the market would help allot.
Setting AdGroups with Keywords
After getting that information, you will be able to properly organize your account. If you done your job well, you’ll know by now how many Ad Groups you need to start for each campaign. Every Ad Group needs to be filled with Keywords, and we already know how to do that. Don’t forget to use the correct match type according to your goal. The ‘broad match’ will deliver a lot of impressions, that’s for sure. But if you need a higher conversion rate, you should use phrase or exact match. The cost for this strategy will be significantly less impressions.
Don’t forget to use negative keywords also. It’s important to exclude terms that are not a good match for your campaign. Generate a Search Term Report in Adwords, and you’ll find negative keywords to exclude. If you want a proper value for the spent budget, you should do that with a constant frequency.
This is just the beginning, so stay tuned for more AdWords Best Practices.
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