Inheriting Adwords account and establishing baselines

[will_lam]

Hi guys!

I'm a complete newbie to the Adwords/PPC world.  Right now I've been put into the situation where I'm in charge of my company's adwords account, but I'm trying to figure out the baselines and KPI's.

I'm currently going through PPC Hero's resources, but I just wanted to reach out to the SEOMoz community for those people who are doing paid search in-house for their own companies.

Right now, I haven't done much to our account other than add/delete a few keywords,  and pause few campaigns that weren't relevant anymore, as well as some light reporting.

What have you done in terms of an action plan to start moving the meter for your own respective companies whilst inheriting accounts? Would appreciate any resources that have helped you get a stellar ROI for your own companies!

Thanks!

[Jermal123]

hi,

I would suggest the following:

• Check in the campaign settings if the campaigns target Search and Display. Stop the Display. Continue with search. You can use Display, but in separate campaigns.

• Go to the keyword tab. Change the columns and make sure you see the quality scores. Quality scores < 5 are bad news.

• You can increase quality scores by using more targeted keywords and use negative keywords. When you only sell black BBQ sets, exclude red, green etc.

• Use the different match types of the keywords and be careful with broad match.

• Make great ads, also avoid generic ads.

• Check you bidding.

There lots more , but this is a start.

Jeroen, Swydo