Before getting started, it is a good idea to learn everything there is to know about your website and service. The more you know, the easier it is to be creative with keyword selection/expansion & ad creative/banner designs. Beside that, knowing what sets your website apart from the competition could be your best advantage if used correctly.
the website
- What are the goals of the website? What is being counted as a conversion (acquisition)?
- Goal value – What is the cost per acquisitions (CPA) goal?
- How will we be tracking these goals?
- What does your website have to offer? Why are you promoting these products? Who wants your products? Why would visitors buy your product instead of the other guys on the 1st page? Anything about your website that makes user experience unique?
- Visitor Demographic – What is your desired traffic type?
- What is the daily budget?
- Any historic stats confirming keywords to use? Any keywords client really wants?
- Sales, Coupons, Free Shipping, etc.?
- Affiliations, member of, Awards?
the account(s)
- What engines are you using? PPC Account Login Info
- Geo-targeting – Is there a desired Area, Country, City or Language?
- Content & Placement network? (Google AdWords)
- How is reporting handled?
- Are you sending visitors to special landing pages? Can you optimize or create landing pages?
tracking & conversions
- How are visitors being tracked? Analytics login info.
- Are all conversions an goals setup for automatic tracking?
- Are keywords being tracked individually? URL’s Appended?
- Goals created in analytics? What goals are being tracked and where are they being tracked and reported?
- Tracking codes on webpages?
Ok, now we have the information we need to begin what really counts; optimizing the accounts..
account optimization
- Keyword Match Type Optimization?
- Individual keyword bids/bidding?
- Ad Group Bidding?
- Placement Network Optimization?
- Content Networking Bidding?
- Keyword Status’ and History?
- Day/Week part bidding?
ads
- Multiple Ads Running at All Times. Setting set to rotate?
- Keyword in Title and Ad Text (Q-score)?
- Ad creative destination URL (special pages for ads?)
- Dynamic Keyword Insertion?
which keywords matter? (sometimes it’s not the keyword)
- Keywords with Highest Cost
- Keywords with Most impressions
- Keywords with most Clicks
- Keywords with Most conversions
- Keywords with lowest Cost per conversion
- Keywords with Highest CPA or No Conversions
- Keywords with Highest conversion rates
- Keywords with Highest CTR
- Keywords with Most Clicks
- Keywords with Highest cost per click
- Keywords with Lowest cost per click
Tags: account, adwords, Pay Per Click, pay-per-click
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