Pre-Launch Campaign Checklist: Avoid Costly Mistakes
Hey everyone, Montinique here from the AT team! Today, we’re diving into something pretty exciting—our pre-launch campaign checklist for search. We’ve noticed that many advertisers set up new campaigns but overlook some crucial details, leading to wasted money. Yikes! So, let’s walk through this checklist together. I’m eager to hear your feedback!
Account Settings
First things first, let’s talk about account settings. It’s crucial to have your account settings in order. Ensure your monitoring is set up correctly. If you’re in the EU, double-check your cookie settings and use consent mode. And don’t forget, your conversion tracking should be flawless. After all, as they say, “Measure twice, cut once.”
Notifications and Recommendations
Here are some things to keep an eye on:
Account Access and Security
Security first, folks! Make sure only authorized individuals have access to your account. Recheck any exclusions and ensure your targeting is set up correctly. Implement monitoring systems like rules and scripts for better management. Remember, “An ounce of prevention is worth a pound of cure.”
Conversion Tracking
Use Google Tag Manager for conversion tracking or another reliable option. Ensure all tags are set up correctly and use conversion links or transaction IDs. Consider whether you need new client data or existing customer data. Before launching any campaigns, check the diagnostics in your Google Ads tag to ensure everything is functioning correctly. And finally, test everything before going live. “Better safe than sorry,” right?
Search Setup
Now, let’s zoom in on the search setup. Here are some general points to consider:
Naming Conventions and Targets
Use logical naming conventions for your campaigns. Define your targets before starting a new campaign to make your goals clear. After all, as a wise person once said, “Failing to plan is planning to fail.”
Campaign Settings
Optimize for the right conversions. Use the correct networks, locations, and languages. Set your start and end dates within the campaign settings. It’s like setting your GPS before a road trip —you don’t want to end up in the wrong place!
Exclusions and Audiences
Think about exclusions beforehand and add any negative keywords to your campaign. Add all audiences as observations to capture data. Decide if you need brand exclusions or inclusions. It’s all about knowing who you’re talking to, right?
Scheduling and Bid Adjustments
Determine if you want to run ads every day or exclude weekends. Consider bid adjustments for regions or other factors. Because, let’s face it, nobody wants to pay more than they have to!
Conversion Tracking and Keywords
Double-check that your conversion tracking is working. Verify that your URLs and keywords are correct and that you’re using the right match types. Remember, “The devil is in the details.”
Extensions and Bid Strategy
Extensions
Review your site links, callouts, and structured snippets. Ensure all assets are in place and that the right keywords are used. Because, as they say, “Presentation is everything!”
Bid Strategy
Check that your bid strategy aligns with your campaign goals. Consider using a portfolio with a max CPC if needed. Review your budget to avoid overspending. After all, who doesn’t love a good bargain?
Thank you all for checking out this checklist. I hope it helps you prevent wasted money and optimize your campaigns effectively. Feel free to leave feedback!
Read More: The Basics of Search Engine Optimization for Newbies