The document emphasizes the importance of 'spring cleaning' for AdWords accounts, highlighting common areas of neglect and the potential for growth through better keyword management and performance analysis. It provides a checklist of both big and small tasks, such as pausing underperforming ads and updating negative keywords, to optimize account performance. The document encourages scheduling time for these tasks and focusing on data-driven decisions to improve advertising outcomes.

1. ©2015 ROI Revolution, Inc.

2. What You’ll Learn Today
©2015 ROI Revolution, Inc.
Common “areas of neglect”
and how they affect AdWords
accounts
(Relatively) easy ways to
manage the once or twice-a-
year “big projects”
How wasted spend and
missed opportunities can be
big areas for company growth

3. ©2015 ROI Revolution, Inc.
Keywords
Want the recording?
tinyurl.com/adwordsspringclean

4. ©2015 ROI Revolution, Inc.
Declutter Rooms
Wash Dishes
Make Beds
Vacuum / Sweep
Mow Lawn
Wash Car
Sanitize Kitchen / Bathrooms
Wash Walls, Doors, Windows
Dust Fans & Fixtures
Clean Under Large Furniture
Replace Air Filters
Clean Oven, Stove, Fridge, Microwave
Reseed / Aerate Lawn
Organize Garage/Attic
Pressure Wash House
Clean Chimney / Fireplace
Clean Air Ducts
Repaint Rooms / Exterior
Remodeling Work
Often Done
Rarely Done
Big JobsSmall Jobs
Spring Cleaning Our Homes

5. Spring Cleaning Accounts
©2015 ROI Revolution, Inc.
Check Performance
Manage Bids
Pause Ads
Run / Analyze Reports
Automation tasks
Adjust Mobile Modifiers
Adjust Ad Scheduling
Keyword Expansion
Competitive Analysis
Billing Changes / Updates
“Audit” Entire Account
Restructure Account
Sync Google & Bing Efforts
Analyze Y/Y Comparisons
Often Done
Rarely Done
Big JobsSmall Jobs
Build Campaigns
Test New Ads
Launch Promotions

6. Focus Areas for Spring Cleaning
©2015 ROI Revolution, Inc.
Areas without enough data
New features that go unused
Old settings from years ago
Things never questioned or understood

7. ©2015 ROI Revolution, Inc.
Keywords
KEYWORDS

8. ©2015 ROI Revolution, Inc.
Add New Negative Keywords

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Add New Negative Keywords
Other companies
Don’t sell these

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Review Existing Negative Keywords
• Make sure negative keywords
are not blocking your targeted
keywords
• Check all of your negative
keyword lists:
• Ad group level
• Campaign level
• Shared negative keyword
lists

11. ©2015 ROI Revolution, Inc.
Keyword Expansion
• Focus on those that gain
significant enough volume
to make decisions
• Turn profitable search
queries into keywords that
you bid up
• Fixing unprofitable queries:
• (if relevant) adding them
as keywords and bidding
down
• (if irrelevant) adding
negative keywords to
block that traffic
Search Query Reports
Add Fix or eliminate

12. ©2015 ROI Revolution, Inc.
Keyword Expansion
Create new ad groups from
prominent themes
Search Query Reports

13. ©2015 ROI Revolution, Inc.
Keywords
ADS

14. Places to Look
©2015 ROI Revolution, Inc.
Ad Groups with >2 active ads
Campaigns with automatic ad rotation
(Optimize for Conversions, Optimize for Clicks)
Branded campaigns

15. ©2015 ROI Revolution, Inc.
Clicks? Conversions?

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Pause Losing Ads
Had ad #3 been running instead:
+99 Conversions
+$46,946 Revenue
Forecasting Volume when Pausing Ads
Conv/MM Imp = CTR X Conversion Rate x 1,000,000

17. ©2015 ROI Revolution, Inc.
Fix Broken Destination URLs
Missing pages (404 Errors) Empty Search Results Pages

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Add Missing Extensions
Sitelinks Callouts
Locations Reviews

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Add Missing Extensions
Campaign / Ad Group Details Reports

20. ©2015 ROI Revolution, Inc.
Keywords
SETTINGS

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Consistency Across Campaigns
Things to look for:

22. ©2015 ROI Revolution, Inc.
Update Custom Targets
• Run initial reports based on
long-term data
• Reassess settings in the account
and fine-tune if necessary
Time of Day
Hour Clicks Imp. CTR Avg. CPC Cost Conv. Conv. Rate CPA
0 1,085 150,079 0.72% 0.55 $594 44 4.05% $13.49
1 662 100,469 0.66% 0.55 $363 23 3.59% $15.77
2 385 57,379 0.67% 0.61 $234 16 4.14% $14.62
3 290 51,359 0.57% 0.58 $171 13 4.42% $13.17
4 335 58,471 0.57% 0.55 $183 13 3.88% $14.11
5 738 135,834 0.55% 0.56 $410 39 5.27% $10.52
6 1,193 184,451 0.65% 0.56 $667 70 5.89% $9.53
7 2,030 261,797 0.78% 0.56 $1,131 147 7.24% $7.70
8 2,887 361,296 0.80% 0.54 $1,564 231 7.99% $6.77
9 3,437 426,925 0.81% 0.55 $1,882 277 8.07% $6.80
10 3,700 491,901 0.75% 0.56 $2,067 254 6.85% $8.14
11 3,915 539,108 0.73% 0.56 $2,185 295 7.49% $7.41
12 3,884 561,298 0.70% 0.55 $2,142 263 6.78% $8.14
13 4,183 572,566 0.74% 0.56 $2,319 293 7.01% $7.91
14 4,438 579,435 0.77% 0.56 $2,462 311 7.02% $7.92
15 4,565 590,930 0.78% 0.54 $2,483 302 6.58% $8.22
16 4,247 554,354 0.76% 0.56 $2,375 294 7.01% $8.08
17 3,899 515,107 0.75% 0.55 $2,149 232 6.00% $9.26
18 3,968 526,337 0.75% 0.55 $2,189 234 5.82% $9.35
19 4,132 589,095 0.70% 0.54 $2,243 253 6.13% $8.86
20 4,400 662,901 0.66% 0.53 $2,330 218 4.94% $10.69
21 3,995 677,571 0.59% 0.52 $2,061 162 4.07% $12.72
22 3,327 614,147 0.55% 0.49 $1,634 126 3.84% $12.97
23 1,663 248,982 0.67% 0.53 $889 84 4.99% $10.58
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23. Update Custom Targets
©2015 ROI Revolution, Inc.
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Update Custom Targets
Day of Week
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Update Custom Targets

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Cost per Conversion Conversions
Client Case Study
Major messes cleaned up:
• Hi-volume broad match keywords reworked into new ad groups
• Pausing losing ads throughout the whole account
• Refining campaigns and ad groups into tighter themes
Spring
Cleaning

27. Things to Remember
©2015 ROI Revolution, Inc.
Put it on the calendar. Schedule
sufficient time for the big tasks
Open up the date ranges and
look at the big picture
Let results motivate you more
than the task itself. These
things are not always fun. But
setting all-time records in an
account is fun! 

28. ©2015 ROI Revolution, Inc.
Keywords
Want the recording?
tinyurl.com/adwordsspringclean