Getting Sorted


There are so many different things to think about when creating and running an Adwords search campaign that it’s easy to get lost in the shuffle. Should you use branded keywords in a Single Keyword Ad Group (SKAG) campaign? Are your Key Performance Indicators (KPIs) actually good indicators of performance?

These questions don’t have immediate answers. The best practice here is to get your data sorted and in line with what is driving real bottom line sales for your business. Simple example: you know that mobile click to call is more valuable than a headline click, because you have a strong phone support staff to close sales. Your next step is to sort your data to reveal the most effective keywords and ads that drive clicks to call, rather than headline clicks. Finally, you can adjust your bidding strategy to get your business the most effective conversions available.

Once you are able to use the data at your disposal to identify what is driving your conversions, the picture becomes much clearer. The appropriate approach will reveal itself from daily, weekly and monthly reporting, but only if you know what to look for.