If you really want to improve your Google AdWords’ results, perform these three maintenance tasks and watch your CTR skyrocket.
shutterstockThere are three crucial Google AdWords checks you should do regularly that ensure your pay-per-click (PPC) campaigns remain healthy.
1. Ongoing management: checks.
This part of managing accounts is relatively easy to carry out and is essential if the rest of your AdWords work is to be effective. There are three things you want to measure in this step:
Conversion tracking
The first step to any success in any business system is deciding what measurement is going to tell you that your business is, in fact, running like it should. Setting up conversion tracking is simple, but it’s also easy for things to break down. If you’re using code on key pages to measure conversions, check regularly to be sure the code is still present and installed correctly.
Also, check the conversion process itself to ensure no glitches have cropped up. Working tracking code on your “thank-you” page is pointless if the lead-capture form is broken. Make sure these pieces of your funnel are installed and functioning.
Campaign settings
The settings inside your AdWords account aren’t likely to change without your noticing. But, don’t take this for granted, especially if you’re not the only person administrating your campaign. Keep a written record of your settings and occasionally check them to be sure nothing’s been moved, adjusted, paused or unintentionally reset.
Landing pages
Start by looking for obvious glitches such as broken formatting or dead links. Then take a high-level view and ask whether you’re matching the right landing page to the right ad copy. Does what you promise in the ad get delivered in the landing page? Is the connection between the two obvious to the visitor? Is there a better landing page you could be using?
2. Ongoing management: optimizing.
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