AdWords Management – DOs and DON’Ts Every Marketer Should Know

AdWords Management - DOs and DON’Ts Every Marketer Should Know

Marketing is the essence of sales. Without effective advertising and marketing, your online business isn’t going to reap any benefits. AdWords being an important part, is often used incorrectly by many newbies and even experienced marketers. The overall trend of PPC marketing is gaining hype. Including text-based ads and remarketing strategies, PPC marketers are spending more than ever in PPC, and the one solid reason is – users are more into PPC now than any time in history. But it isn’t as easy as it first seems, it is a wise decision to leave it to a specialist pay per click marketing team like Fabric Digital who are experts Google AdWords.

Given that, it’s high time you dive deep into the world of PPC, BUT with a little more knowledge of what to follow and what not to. Talking about AdWords, profiling is much more than only setting up an account and fixing a daily budget.

The DOs and DON’Ts shared below will help keep your AdWords management at its best.


  1. Remove Negative Keywords

AdWords is a  complex, multi-level platform, so when we talk about keywords, you might not be truly paying for the same. You aren’t paying directly for the keywords you have found during your keyword research and popular searches in your target market. Instead, you pay for the search terms. So when you pay for a search term, it might include those terms that are not even relevant to your niche.

That’s where the issue emerges. You need to eliminate the negative keywords out of your list so that each dollar is spent only on targeted keywords.

  1. Use Automated Processes Wherever Possible

Even though AdWords is extremely productive, it is time-consuming. You have to analyze reports on the current campaigns, check search term report, remove negatives, adjust bids by performance, adjust budgets, and much more. Other than these, you also need to check the landing page performance, create new ads, and repeat!

That’s a whole lot of tasks to do and do without errors. Unless you don’t have a dedicated manager to look after AdWords account and activities, your best bet is to automate the tasks. Some features in AdWords let you automate them. For instance, you can set automated rules in the dashboard to tweak budgets and bids on fluctuations in the keyword costs. Not just this, there are many more things you can automate in AdWords.

  1. Focus on Metrics That Matter

While you’re logging into your new AdWords dashboard, it’s easy to get overwhelmed with the vanity metrics such as clicks and impressions; the truth is these metrics do not tell anything about the performance of your bottom line. These wouldn’t tell you whether you are monetarily gaining or not, which is your ultimate goal behind using AdWords.

Even when you are doing it for a client, this would be what he/she ultimately wants.


  1. Don’t Center Only Around Vanity Metrics

You should do keep a check on the metrics like conversion rates and CTRs, but you don’t have to circle around them all the time.

  1. Don’t Get Stuck in Testing

Yeah, you need to test and keep testing throughout the process, but it’s not the only thing you should focus. Before you get into testing everything in and out, ensure you have organized each step of the entire process. Right from the keywords to your ad groups and landing page, you need to consider everything that is involved.

So these are some of the factors that you should do and not do to make your campaign more successful. Also, you can look for AdWords in Auckland for expert help.

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