21 Dec '13, 8pm

Default Campaign Settings in AdWords – The Good, The Bad, The Ugly

Fellow SEM experts, how many times has this happened to you? A newbie joins your company (or a company with which your SEM agency is working) and is convinced that he is an SEM master. He’s read a few SEM books, attended a conference or two, and gone through the AdWords tutorials, after all. It’s just keywords and text ads! In a worst-case scenario, this genius has enough confidence to convince folks higher up in the organization that he can truly make positive improvements to the path of the company’s SEM fortunes and suddenly has some control over the campaigns. My favorite example of this scenario happened last year when a self-proclaimed “searchologist” did a re-org of a B2B AdWords campaign that resulted in an 85% conversion rate — a nice increase over the 3% conversion rate the campaigns had seen for the prior three years. When I pointed out that this was likely due ...

Full article: http://searchengineland.com/default-campaign-settings-in-...

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