16 adwords settings to avoid
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Avoid These AdWords Settings
Who Am I?• Ross Kaplan-Winn• B.S. Marketing – University of Northern Colorado, 2009• AdWords & Analytics Certified• Digital Marketing Manager @ Top Level Management• Write About AdWords @ paidinsights.com
AdWords Beginnings...• Google Online Marketing Challenge (GOMC) - 2009• Placed Top 10% Worldwide
AdWords Ad Grants• Denver Pet Partners
• How To Get Your First AdWords Client
Where I Contribute
Current Position• Franchise Consulting Agency• Started as SEM Manager•One Industry: ~20 clients• Various cities across the US
Current Position• Currently: Digital Marketing Manager• Strategy• Email• SEO•Web Design Project Manager• Facebook Ads•Multiple clients + business models• Audit many AdWords accounts• Almost always in bad shape• Keep seeing the same mistakes
1. Campaign Type
2. Campaign Sub-type
Choose ‘All features’ – always
3. Location Settings
4. Ad Scheduling
Ad Extensions
5. Callouts
6. Reviews
7. Structured Snippets
8. Ad Rotation
9. Networks
10. Automatic Bidding
11. Mobile Bid AdjustmentHave you seen this yet?
I probably should lower mobile bids, if not exclude them
12. Delivery Method
13. Ad Creation
14. Broad Match Keywords• Everyone’s favorite!
15. Modified Broad Match Keywords
16. Negative Keywords
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