With August quickly coming to the end, many of you will have forgotten about your AdWords accounts over the summer period. Now it’s time to get our act together and get busy inside our AdWords accounts. The essentials often go overlooked so let’s start auditing! Sometimes, it takes a guide like this one to come along and remind you of something that has been drastically affecting your profits, or your ability to track everything effectively.
So, without further ado, let’s get going.
Check Your Analytics and Conversion Tracking
Effective AdWords management is dependent upon accurate conversion data, so if yours isn’t up to scratch, you will face some serious problems.
You will be surprised at how often the tracking code breaks on sites too. It can happen during a server migration, a redesign, and even during hardware or software malfunctions. It’s not always easy to spot too. Sure, if the code is accidently removed completely your conversions will suddenly show as 0, and it will be obvious. But sometimes different problems can arise that are harder to spot.
So go now and double check your Analytics goals are tracking and your AdWords conversion code is present on the thank you page. Are they both still fine? Great!
Make a note that you check both your analytics and conversion code on a regular basis, to prevent any headaches.
Review Your Goals and Objectives
It’s easy to get too caught up into the metrics such as CTR and CPCs, and lose sight of the goals that really make our campaign’s progress measurable. You may well be generating leads, which appear as conversions within your account’s data, but how much money are those leads actually making you?
Make sure you thoroughly check and track the goals and objectives, to properly analyse how well things are going.
Consider using a comprehensive CRM such as Salesforce, which will actually integrate with your AdWords account and allow you to report into how much every lead is then worth. Amazing! You can even track back and see which keywords bring you the highest spending customers.
Double Check Your Quality Scores
So you have been optimising your keywords and copy in order to achieve high quality scores (I hope!) but may have forgotten to check over the Summer period.
But did you know that recently Google has completely changed the way that they report quality score. After the change, there are far less quality scores of 10s out there.
Sadly, you may now have to start all over again. So check out your quality scores and make sure you are on top of things.
Master the New Enhanced Campaigns
With the new Enhanced campaigns becoming a mandatory change for all advertisers, it is essential that you learn everything there is to know about them.
Make sure you check out your campaign performance before and after the changes to enhanced campaigns. If things have taken a turn for the worst, then you have probably not adjusted things accordingly. For example, check your mobile bid modifers. These would have been created once your campaign was automatically upgraded. Or perhaps you yourself set one when manually upgrading. Either way, check your mobile conversions and see if you need to adjust them. If you don’t have a mobile website, reduce your mobile bid hugely and make getting a mobile site sorted an immediate priority!
So with some big changes to Adwords recently, our campaigns need some thorough auditing. As well as doing the obvious tasks that made your campaigns successful in the first place, make sure you stay up to date with the latest news and adjust your efforts to keep up with the times.