#EXCEL FORMAT FOR ADWORDS EDITOR MANUAL#

Set bidding method - Every campaign should start with manual CPC until you have some conversion data.

Set Budgets based on past performance and campaign goals.

Price extensions (Best to do at ad group level if relevant).

Structured snippets (Best to do at ad group level if relevant).

Callouts (Best to do at ad group level if relevant).

Sitelinks (Best to do at ad group level if relevant).

Set landing pages relevant to ad groups/keywords.

Add labels to the ads where you are A/B testing landing page along with the date you are launching the canpaign.

Numbers and percentages are CTR boosters 🖒

Each ad should have a keyword, call to action and something catchy that makes you stand out against the competitors ads.

In Adwords editor write 2-3 ads per ad group using your spreadsheet of headlines and body text.

Write a few varieties of text for the body section of the ads.

In excel, make a list of awesome headline ideas using your USPs, discounts, sales, numbers and percentages.

Add exact and BMM keyword variations in each ad group based on historical research and search volume.

Set higher bids on historical converters.

This should be based on spend, settings, network, past performance and overall goals.

Break up your ad groups into separate campaigns in Adwords Editor.

You should now have a nice organised list of ad groups and keywords Group ad groups into campaigns

I generally stick to 2-5 keywords per ad group to start with to ensure my ads are relevant to the group of keywords.

Further split up your keywords into refined ad groups.

Note down potential negative keywords as you researchīy now you should have a variety of keywords and have grouped them into general themes Group keywords into tightly themed Ad groups.

Group your keywords into common themes in keyword planner.

Add your list of competitor keywords, historical converters and new keyword ideas into Google keyword planner.

Use Ahrefs to dig deeper into your list of keywords found earlier.

Use tools like ubersuggest or Gtrends to get a good mix of ideas.

Understand how your client makes money and enter the mindset of a potential client!.

Do a few searches for your clients product/service and look at title tags, headlines and suggested searches for ideas.

Toolbox: Ahrefs, SEMrush, Google search/trends, keyword planner Start grouping these into themes Keyword research

Add any new keyword/ad ideas to your sheetīy now you should have a decent list of keyword ideas.

Read their ads so you know what to write to make yours more enticing and relevant.

Toolbox: SEMrush, Ahrefs Google search and excel Now that you have an idea about what worked historically.

Note down irrelevant search terms that costed $ for negative keywords later.

Note down things that consistently generated conversions and begin separating them into groups.

Look at past attribution data so you don’t miss out on any top/middle funnel keywords.

Note top converting landing pagesLook into top performing ads, days/hrs, demographics, ad extensions and top placements.

Make an excel sheet of the top converting keywords and note avg CPC/CPAs.

This is more of a high level/ straight to the point checklist for the agency/freelancer type with some experience.

This is the foundation of any half decent campaign and is in no way a “for dummies” type article. My personal straight to the point checklist for setting up search campaigns in Adwords and Bing. A Straight To The Point Search Campaign Checklist ✅

Excel format for adwords editor