Your Google AdWords account may not yet have the new "Automated Rules" function, which Google announced this week. When this option shows up in your keyword management interface of AdWords, you may have some reasons to experiment with it, because there can be instances where rules make sense. This is especially true for marketers who aren't using a sophisticated campaign management or bid management platform.
Even if you are using campaign management or bid management technology, there are still some instances where it may make sense to empower Google to trigger a change in your account automatically, based on a set of criteria being met. However, I'll reserve judgment on the full applicability of Google AdWords Rules until I've had a chance to experiment with them more fully, in particular because the interface currently says: "Rules aren't guaranteed to run in some cases, so we recommend regularly monitoring the rules you set up." So, if rule executing is really important, perhaps an external automated campaign management system and/or human oversight is better.
However, there are at least 10 other reasons you may want to revisit your campaign as the new year approaches. Many of these reasons have to do with the fact that many campaigns were set up a long time ago, often by people other than you (or other than the ones currently responsible for maintaining accounts). A lot has changed in the last 100 years, but your campaign structure and settings may not be optimal if they haven't changed with the times. Without further ado, here are settings or structural issues you should revisit as part of a New Year's resolution (or perhaps over the winter break).
Rather than doing a campaign spring cleaning, why not get a jump on next year's performance gains by checking your campaigns now?
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Kevin Lee, Didit cofounder and executive chairman, has been an acknowledged search engine marketing expert since 1995. His years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. The company's unparalleled results, custom strategies, and client growth have earned it recognition not only among marketers but also as part of the 2007 Inc 500 (No. 137) as well as three-time Deloitte's Fast 500 placement. Kevin's latest book, "Search Engine Advertising" has been widely praised.
Industry leadership includes being a founding board member of SEMPO and its first elected chairman. "The Wall St. Journal," "BusinessWeek," "The New York Times," Bloomberg, CNET, "USA Today," "San Jose Mercury News," and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus New York, Columbia, Fordham, and Pace universities. Kevin earned his MBA from the Yale School of Management in 1992 and lives in Manhattan with his wife, a New York psychologist and children.
December 12, 2013
1:00pm ET / 10:00am PT