|Ensure there are no full broad keywords|
|Review match types|
|Check quality scores and search impression share|
|Add links to keywords (if applicable)|
|If needed, create single keyword ad groups|
|Create negative keyword lists|
|Add targeting keywords from the search terms report|
|Add negatives from the search terms report|
|Check that landing pages are functional|
|Spell check ad copy|
|Place keywords in your ad copy|
|Set page paths (optional, but recommended)|
|Redefine CPC bids (is Max CPC bigger than Avg.CPC)|
|Group similar keywords together|
|Name ad groups according to their keywords|
|Ensure there are more than 3 ads in each ad group|
|Ensure there are no more than 50 keywords per ad group|
|Specify location targeting -> Tagert people in your locations only, unless you really need to set this in some other way|
|Set campaign language targets to the language in which your website is written or all languages if the targeted area is small|
|Select the proper ad rotation|
|Choose the proper delivery method|
|Define ad scheduling (optional)|
|Set target devices (if applicable)|
|Ensure conversion tracking is set up|
|Ad Extensions (do you have them and why not?)|
|Make sure that AdWords and Google Analytics are linked|
|Make sure that your email lists are uploaded into AdWords|
|Make sure that the Audiences are connected to the campaigns |
|Double check Bid Only / Target and Bid strategy and implementation|
|Is auto-tagging on?|
|Are individual accounts that have access to the AdWords account safe? |
Do managers have two-step verification on their accounts?
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Everyone makes mistakes. And that is the rule.
Some might call this a law (Murphy’s law), but whatever you name that force of nature, you will make a mistake and if you are a PPC professional, you will do it in the AdWords interface at some point in time.
I’ve heard my share of AdWords horror stories and I’ve even witnessed some of them as well. From the deletion of all keywords to the pausing of all of the campaigns or even deleting one of them.
When this wonderful event happens you want to be prepared and you want to save everything that can be saved when it comes to the data.
This is why you need to perform regular AdWords account backups. If you are working with big accounts and are constantly making changes, you should definitely consider weekly or even daily account backups. On the other hand, if you are working with a smaller account and just want to be precious, you should consider monthly account backups.
How to backup AdWords account?
If you are new to this and don’t know how to perform the account backup, this is how you create a backup file that you can easily restore in the case of emergency:
1. Open AdWords Editor
If you don’t have AdWords Editor installed on your computer you can download the software from here:
2. Once you are logged in the AdWords Editor and have entered into the account you wish to backup, you need to make sure that you have the most recent account structure. This is accomplished when you click on the button titled “Get recent changes” that could be fund in the menu navigation bar.
3. Click on the Account button found in the top right corner and then go to Export > Export whole account
Find a safe and warm place for this backup file and hope that you’ll never have to see it again.
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