SearchPath Articles May 2010

I thought I might give you some more pointers for Adwords management

. Here is a list of tasks that we complete weekly on our Adwords accounts:

1. Check search query report for keywords and negatives. This report is now given in the main Adwords keywords screen, rather than being a seperate report. The report shows search terms, typically broad match, that you are being found for. Its good practice to add the keywords that are being found and have a good number of clicks and/or impressions.

Also check for negatives. and add them where you think it will be useful.

2. Check the "Opportunties" tab in the main Adwords navigation for new keyword ideas.

3. Check stats, including spend, CTR and ad rank. For CTRs of below 2%, think about making changes to improve.

4. Produce a spreadsheet of the mains stats for the past week. This will enable you to have the big picture for the accounts.

5. Pause poorly performing keywords. These can affect the overall quality score of your account, so be sure to trim the ones that are not generating clicks.

In addition to these weekly checks, there are more long term actions that you should be doing, such as restructuring the account(s).

SearchPath Articles May 2010

By: Kevin Morley

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