When is the last time you gave your search campaign a spring cleaning? In the physical world, a spring cleaning weekend is often the result of some event (perhaps a visit from an in-law) that highlights just how badly your place needs a deep clean. Online is no different, and with the upcoming mandatory upgrade in Google AdWords to an Enhanced Campaign structure, now might be the perfect time to do a spring cleaning of your accounts, while perhaps even reorganizing things at the same time.
Another reason to go into your campaigns with a fresh look is the launch of Google's Image Extensions (now in beta). Image Extensions deliver the power of images across advertisers - not just those online retailers who have had an opportunity to experience huge increases in CTR on their PLA ads. If you aren't aware of the Google Image Extensions program, it's exactly what you would expect, but is outlined in Google's public announcement.
Regardless of what other reasons you have to dig into your AdWords account, here are some spring cleaning tips that will serve you well, even if you've already moved your Google campaigns over to the enhanced setting.
Grab that spreadsheet and start the spring cleaning!
Image on home page via Shutterstock.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
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.
March 19, 2014