Google AdWords Google AdWords Cheat Sheet Cheat Sheet
Google AdWords Management Service
• Google AdWords can be phenomenally effective.
• In the wrong hands it can be a waste of time and money.
• Most Google AdWords accounts are in the wrong hands.
• SharewarePromotions is a Google-certified AdWords Qualified Company.
• We produce the results.
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Cheat Sheet
Cheat Sheet
“Finding SharewarePromotions was a godsend
"Dave Collins and his team have the ability
for DxO Labs. Their understanding of the
to drill-down through data, extract the
software business as well as their deep
relevant information and work with it.
Adwords expertise led to results way beyond
They deliver what they promise and they
anything we had experienced before. I would
provide more than you expect. I would
recommend SharewarePromotions without
strongly recommend SharewarePromotions
any hesitation to anyone serious about
to any software company looking to expand
Adwords Marketing.”
their online presence and sales."
Luc Marin, DxO Labs
Martin A. Greif, PrivacyView Software, LLC
www.SharewarePromotions.com
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∙ PPC management
∙ Server log analytics
∙ Software submissions
∙ SEO
∙ Website optimisation
∙ Press releases
∙ Copywriting
∙ Behavioural analysis
∙ Software evaluation
∙ and much more!
www.SharewarePromotions.com
Campaign settings:
Best practices for improving an existing ad group:
• Use descriptive names for campaigns. AdWords accounts grow with time, and instant recognition makes
• Keywords:
management simpler. The same applies to ad group names.
▫ Identify and delete low performers:
• Never mix search and content campaigns. Keep them separate. And don’t be tempted to use separate
▪ low CTR (high impressions low clicks)
content bids in a combined campaign.
▪ off-target keywords (common sense)
• Ad serving should be set to “Rotate: Show ads more evenly”. Monitor ad performance; don’t let Google do
▪ zero-impressions over 28 days
this. Your interests and Google’s are not the same.
• Ads:
• Delivery method should be set to “Choose Standard: Show ads evenly over time”. The “accelerated” option
▫ Is individual tracking in place for each ad?
may exhaust your budget when many of your potential customers are sleeping. Don’t lose control.
▫ Identify and delete low performers:
▪ Through CTR
• Budget: Make Google work hard for your money. Don't just give it to them. And don’t just increase your
▪ Through log analysis
budget because Google think you should.
▪ Pause ads for at least seven days before deleting them
Keywords:
Tracking:
• Spend time finding keywords through keyword research. Google’s keyword tool is useful, a WordTracker
• Track everything, but don’t drown in data. Too much tracking leads to paralysis by analysis.
account is better still.
• Use unique tracking URLs for each of your ads. Don’t track by keyword.
• Massive keyword lists are not the best approach. Smaller and more focused is better.
• Google's conversion tracking: easy to implement but can be problematic and inaccurate.
• Negative keywords are very important. If you’re not offering free software, -free, -freeware and related terms
▫ Conversions will not be tracked in the following scenarios:
are a good idea. As are -hack, -crack, –serial etc.
▪ No purchase within 30 days of clicking on your ads
• Matching options:
▪ The person clicking on the ad is not the person who makes the purchase
▫ Be extremely careful with broad match because of expanded matching. But don’t be put off; broad match
▪ Cookies are cleared from the system
can be useful.
▪ Visitor clicks the ad on one computer but purchases through a different system
▫ Don't use only one matching option. Using all of them shouldn’t work, but it does!
• Misspellings can be effective. Regional variations too eg: British / American English.
Reports and log analysis:
• Purge keywords that don’t work and expand those that do.
• Make use of the report center within your AdWords account.
• Use your raw web logs. Data inside the AdWords account is one-sided. What happens once someone arrives
Ad text:
on your site is vital to the success of your AdWords campaigns.
• Be pushy! Calls to action work: Download Now, Try Now, Buy Now etc.
• Ad Performance report - use with AdWordsReporter (www.adwordsreporter.com) for seeing patterns
• Use popular keywords within your ad texts.
and tends. Can be useful when viewed with raw web logs to see how ads perform once the visitor arrives
• Shorter can sometimes be better.
on the site.
• Punctuation is important.
• Search Query Performance report - essential for finding new keywords and negative keywords.
• The display URL now needs to match the destination URL. An old policy, but with a new drive to enforce it.
• Placement Performance report – vital for seeing how well your ads are performing on the content network.
• Dynamic keyword insertion. Dynamically inserting a search into the ad is simple, but use with caution -
AdWords Editor:
unexpected results may occur!
▫ {KeyWord:Alternate Text}: Fast Red Cars
• Clunky but useful software - great for copying and pasting keywords, ads, ad groups or even campaigns.
▫ {Keyword:Alternate Text}: Fast red cars
• Always work in units of seven days to make sure that all trends are accurately identified.
▫ {keyword:Alternate Text}: fast red cars
• Twenty-eight days is a good time period to work with
▫ Click on the "show stats for" button, then add two days to the dates displayed for "last 30 days"
Best practices for new ad groups:
(to make 28 days)
• Start small. Once you have data, purge low performers and expand on what works.
• Start with "safer" keywords - using a reasonable number. Less is better.
Golden rules:
• Always work in time intervals of seven days.
• Never allow an AdWords account to run itself.
• Always allow time for changes to take effect.
• Never write just one ad. Use a minimum of four per ad group.
• Never make too many changes at a time.
• Always work in time intervals of seven days.
• Allow sufficient time to generate sufficient data. Haste leads to poor ROI.
• Never let Google control your budget.
• Always keep control.
• Once there is sufficient data, split ad groups into more focused themes based on keywords. Then set up
• Never let Google decide what’s best for you.
• A neglected AdWords account is a dangerous
targeted ads for each of the new ad groups.
AdWords account.
• Purge whatever doesn’t work and expand on what does.
