• http://www.searchlocalhq.com/ Toby Crabtree

    This was very useful information posted. Thanks alot. I have been doing PPC for almost 3 months for my business and it has really been very helpful. Your points have really been useful to me.

    Thanks!

  • Rebekah Diedo

    Thanks Toby, glad you found it useful!

  • Rebekah Diedo

    Thanks Toby, glad you found it useful!

  • http://linkedin.com/in/bradhawk Brad Hawk

    Good stuff. You mention under ‘conversion tracking’, to use AdWords instead of GA/Analytics. Is there a specific marketing reason why, or is it a technical concern?

  • Rebekah Diedo

    I would recommend using AdWords tracking where possible because this will allow you to see the full picture within AdWords. If you’re using GA tracking and the final click came in from an organic click then this conversion will not get pulled into AdWords. Also there is a difference in the cookie duration when as when using GA tracking the length is much longer. One of the most common issues I see with campaigns that come to our agency is that somebody has pulled in GA tracking as well as AdWords tracking and so in effect double counting is happening which is always going to be an issue. I would recommend using GA tracking where you are not able to track using AW code, for example if you need to use event tracking, or response tap tracking. In addition to this if you want to use standard remarketing you can’t set up an audience for GA tracking code at present, you’d need to use GA remarketing, so this could make things difficult when excluding one audience from another. Hope this helps!

  • http://linkedin.com/in/bradhawk Brad Hawk

    Very helpful, thanks Rebekah.

  • Betsey

    This is incredibly helpful, Rebekah, thanks! As soon as I read your note about the default remarketing targeting being worldwide, I had myself a little mini heart attack and quickly went to double check my clients’ accounts. (Thank goodness they were correctly targeted!)

  • Rebekah Diedo

    Glad you found it useful Betsey, this was quite a recent change so if your client’s remarketing campaigns have been active for a while then you wouldn’t have had this as your default. Part 2 will be out soon!

  • james

    Hi Rebekah, Great info above on account structure. I have a
    (slightly related) question regarding negative keyword lists. We’ve recently
    taken over an account that is structured in a way that we’ve never seen before.
    The ad groups are split by match type with negative keyword lists, for the
    broad and phrase ad groups, consisting of the same keywords as the ad groups. i.e.
    Broad ad group = Phrase negative keywords, Phrase ad group = Exact negative
    keywords, Exact ad group = no negative keywords. Is this account structure used
    often?