AdWords conversion tracking and Google Analytics
2 c. fresh quality keywords
2 c. compelling ads (sifted)
3 T. ad extensions
½ c. bid management with mobile strategy
AdWords settings to taste
Download AdWords Editor for use later.
Prepare an AdWords account with conversion tracking and Google Analytics (so that later you can easily remove the data). In the prepared and organized AdWords account combine keywords, ads, ad extensions. Gently mix and then fold in bid management.
Okay, so that was a little bit silly, but you can still learn something from this exercise!
Main Points to Take Away
- Keywords and ads are equally important.
- Ads need to be created, tested, and updated with finesse (i.e. sifted).
- Ad extensions really are not optional anymore now that Google has announced they will be factored into ad rankings – they are a required ingredient for your PPC.
- Your bid management strategy needs to take mobile into consideration.
- AdWords settings will vary from industry to industry.
- A recipe isn’t worth much if the ingredients and stick in the pan and burn and you don’t get to eat them. Similarly, your AdWords efforts aren’t going to have maximum value if you can’t analyze what you’ve done and then optimize moving forward.
What else would you add to this recipe? Tell us below!
Kate Pierce is the owner of LionShark Digital Marketing LLC, a West Michigan internet marketing company. Her areas of expertise include Paid Search, Search Engine Optimization, Social Media, Web Consulting for small businesses, Copywriting and Local Online Marketing. She lives in the Grand Rapids area with her husband and enjoys cooking, watching sports and spending time outdoors. Like a true digital marketing expert (i.e. geek), she loves talking about marketing theory and SEM trends… so beware!
Photo from Flickr (Nicole Abalde)