16 adwords settings to avoid

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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