Posted by anthonycoraggio
Pay-per-click advertising generates vast amounts of data, which presents us with tremendous potential for optimization and success. However, this formidable sword cuts both ways—even skilled managers can quickly find themselves adrift if tests and changes are not carefully tracked. Here’s a quick, actionable guide to keeping order in your AdWords account with a simple and professional activity log.
Good Adwords management is an exacting science—every tweak and change made should be for a specific reason, with a particular goal in mind. Think in terms of the scientific method: we’re always moving forward from hypothesis, to test, to result, and back again.
When it comes time to evaluate the results of these changes and iterate to the next step, it’s very important to know exactly what changes were made (and when). Likewise, when the numbers break unexpectedly, it’s vital to be able to eliminate as many variables as possible as quickly as possible in our analysis. Many of us operate in collaborative environments, so this information needs to be readily accessible.
To be able to do that, we need a system that defines when and where these changes happened, and clearly explains the nature of the …read more