DON’T• Audit after you’ve just made lots of changes
DON’T• Audit after you’ve just made lots of changes
DO• Track conversions• Know your KPIs
DON’T• Use the past 30 days when auditing
DON’T• Use the past 30 days when auditing
DO• Start with 3 months worth of data
SNEAKYSETTINGS
SEARCHPARTNERS
PRIORITYAD GROUPS
DON’T• Use than 20 active keywords
DON’T• Use than 20 active keywords
DO• Split out larger Ad Groups• Always tightly match keywords
ALWAYSTEST ADS
DON’T• Have just 1 ad per Ad Group
DON’T• Have just 1 ad per Ad Group
DO• Split test 2 ads at once• Always be testing to find a winning ad!
CTR x CONV. RATE =WINNER
ADEXTENSIONS
DON’T• Forget to use them, they increase ad size!
DON’T• Forget to use them, they increase ad size!
DO• Use “Sitelinks” and “Callout” extensions• Tailor them to each Campaign and/or Ad Group
DEVICEPERFORMANCE