Planning
- Plan out the campaign first – don’t just rush headlong into setting it up in AdWords
- You need to understand the objectives of the campaign and what the optimum account structure will be
- Get an understanding of the landing pages as this will help with account structure
- Identify keywords from the landing pages first and cross reference with adwords keyword planner – if the primary keywords are not on the landing pages a request to the client that they should align the page with expected primary search terms for best results
Settings
- Name the campaign with common sense and in a structured way
- If the request is for a search campaign always select ‘Search Network only – All Features’
- If the campaign is not device specific, make sure all devices is selected
- Select targeted locations
- In location options, if targeting a specific geo, select ‘target People in my targeted location’
- Set nominal daily budget and nominal max cpc if required.
- Set delivery method to ‘Standard’ – we can change this later
- Set ad delivery to ‘optimise for clicks’
- PAUSE THE CAMPAIGN as soon as you can before you continue to optimise
5
