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Do you use shared campaign negative lists? Shared lists are really useful for making sure all of your campaigns are excluding the same terms. Constantly mining search query reports means constantly finding new negatives, after all. There are also shared lists for campaign placement exclusions, so you can make sure things like adsenseformobileapps.
Ad testing is massively important. But you knew that already. You’ve set up all your ad groups with multiple ad copy variants. But the thing is, you don’t want to test for its own sake. You can’t just write a bunch of ads and leave them. At some point, you have to make decisions — keep the winners and lose the losers. If you keep showing losers, you’re missing valuable clicks and conversions.
I’ve shared some scripts about checking for AdWords basic mistakes and empty ad groups, but there are still many mistakes that can slip through the net. And even if your account is perfect, the world of search is often unpredictable and perilous. There is one answer: constant vigilance! Well, two answers: constant vigilance and automation.
Last month, I showed you how to check that you’re not still showing ads for last year’s deals. But what if you’re not showing any ads at all? Maybe you’ve just paused all your sale ads and forgotten to reactivate some of the old ones. Or maybe you’ve been rolling out new ads for some copy testing but accidentally missed a few ad groups off the bulk sheet.
We’ve all done it. In our haste to conquer the PPC world, we’ve neglected to check our own work or forgotten to update stuff that we naively thought we’d remember a year later. Even I’ve done it, and lots of people think I’m a PPC legend (disclaimer: perhaps I’m actually the only one who holds this opinion).
One issue I’ve seen with international PPC is how to keep track of your spend and ROI abroad compared to at home. When setting up billing, you can either choose to use the target market currency or use your home currency. There are pros and cons to both, though I don’t intend to discuss them too much here, as most advertisers would have already made a decision a long time ago.