DON’T• Audit after you’ve just made lots of changes

DON’T• Audit after you’ve just made lots of changes

DO• Track conversions• Know your KPIs

DON’T• Use the past 30 days when auditing

DON’T• Use the past 30 days when auditing

DO• Start with 3 months worth of data

SNEAKYSETTINGS

SEARCHPARTNERS

PRIORITYAD GROUPS

DON’T• Use than 20 active keywords

DON’T• Use than 20 active keywords

DO• Split out larger Ad Groups• Always tightly match keywords

ALWAYSTEST ADS

DON’T• Have just 1 ad per Ad Group

DON’T• Have just 1 ad per Ad Group

DO• Split test 2 ads at once• Always be testing to find a winning ad!

CTR x CONV. RATE =WINNER

ADEXTENSIONS

DON’T• Forget to use them, they increase ad size!

DON’T• Forget to use them, they increase ad size!

DO• Use “Sitelinks” and “Callout” extensions• Tailor them to each Campaign and/or Ad Group

DEVICEPERFORMANCE