AdWords has the Potential to be Expensive and Wasteful or an Invaluable Source of Qualified, High ROI Customers and Sales.

The following AdWords Setup Checklist is not only “best-practices”, it will increase your Google Quality Score, thereby decreasing Ad Costs, increasing Click-Through-Rate, and improving Return On Investment.

If you would like more detail on how Google calculates AdWords Cost and Position please email us and ask for "Understanding AdWords Cost and Positioning" This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Following is a check-list of typical activities associated with implementation of an optimized AdWords account:

Research your website and your competitor’s websites for relevant customer-focused Keyword-Combination

Group Keywords and Combinations by industry, products, services, demographics, or other relevant factors; often 10 to 15 Campaign segments

Evaluate website for potential landing pages that focus on industry, products, service, demographics, and other relevant factors

Create a list of highly targeted Campaign-based Keyword-Combinations that attract qualified customers; usually 15,000 – 30,000 combinations of 2-5 words

Create Campaign-based Ad Groups that further segment Campaign Keyword-Combinations; used to produce Ads that target those Ad Groups; usually 1-5 Ad Groups per Campaign

Create a list of negative keywords used to eliminate Ad spending on unqualified customers; usually 10 – 50 keywords per company

Create Ad Group/Keyword-Combination derived Placement Ads that capture your product or service value proposition and encourage click-through; often 2 Ads per Ad Group (dependant on the number of anticipated Ad impressions and click-through-rate)

Determine the maximum Click-Cost you are willing to pay for each Campaign or Ad Group, based on the expected ROI of the product or service being sold

Determine which landing page will be used for each Ad

Create the AdWords account by signing up at AdWords

Transfer all Campaigns, Ad Groups, Keyword-Combinations, Ads, Landing Page, and Maximum Click-Cost information into the AdWords account

Closely review all Campaigns and AdWords settings

Enable all Campaigns

Closely monitor costs throughout the first week - month to limit unintended clicks/cost

The mistakes we see most frequently are:

Using single keywords that are likely to have high costs and deliver few quality customers. Instead, construct a list of highly targeted Keyword-Combinations that are specific to customers you want to attract

Using generalized Ads that don’t contain Keyword-Combinations. Instead, create multiple Campaign-related Ads and test them against each other to find the one with the highest Return On Investment

Directing Ads to the homepage or website pages that do not contain the Campaign keywords. Instead, create website pages containing keywords specific to your Campaign (and hopefully to the value your customers find in your product or service).

Please contact Clarus Consulting - Minneapolis, MN to discuss AdWords Advertising and associated implementation costs.

So how much does this cost?

Reasonable estimates: Simple=$2,450 | Average=$3,750 | Advanced = $4,650+ (based on the number of Keyword-Combination Groups, specialized Campaigns, and placement Ads).

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