Importance of initial Google AdWords campaign setup

Feat Importance AdWords Setup

In this article I will briefly refer to one case with which we have met. It is about the client who more than a year ago decided we should set up his AdWords campaign and be in charge of it for few months. After these few months it was decided to disconnect clients AdWords account from Escape MCC (for us every client is the owner of his AdWords account and can at any time “disconnect” from us).

Recently there has been a re-cooperation with the same client where we got access to the same AdWords account that we have previously set up (more than a year ago). After a short overview of all settings in AdWords campaign but also overview of all the results that are achieved in that time we came to the conclusion that there could be some improvements. However, we were pleasantly surprised with the achieved results of this campaign during that year in which we were not involved.

In short, below you can see some information for this client who advertises on different markets (countries). The period in which we did not have access to the campaign is between July of 2013 until mid-September of 2014.


AdWords change history

The image above shows a report from the Change History. Here we can see who was, and if, doing any changes on the campaign itself. What we can see is that there were not too many changes on the actual campaigns during this time. Campaigns were active in the way we had it set up during initial set-up.


adwords results 2013-2014


On the picture above we see the results which the campaign achieved during this period. If we consider that it was advertising in several foreign markets where competition is strong, we can conclude that the campaign had very good results. Very low cost of clicks (around 0.35€), big CTR but also good average position that was held during that time just shows how the campaign was well set-up & managed at the very beginning.


analytics results of campaign 2013-2014


Data from the Analytics only confirms that all campaigns in this AdWords account were well set from the beginning when it comes to targeting users and targeting specific keywords and/or phrases. These claims are proven with data from bounce rate, number of pages viewed per session and the average duration of visits per user – all of these data are better than average data for the entire web page.


How the Adwords campaigns behaved over time?

First of all let’s look at how the cost-per-click price ranged during this time.


cpc adwords campaigns 2013


As we can see, for the first 6-7 months, price was stable around 2.55kn (0.3€), in the second period price moved upwards and was about 3kn (0.4€).


ctr adwords campaigns 2013


The above graph shows that the CTR (click-through rate on the ads in regard to number of showed adds) initially went up the for first 3-4 months but then stabilized at slightly below 10 %, which is not bad.


position adwords ads 2013


The graph above shows the average position. Initially it was increasingly improved and nearly come close to the position 2 but then rose and stayed a little under 3.5.

We can conclude that after first six months the client lost an average position that he had. Also, cost per click went up after first 6 months. The good thing is that CTR remain almost the same during entire period. In conclusion, if we consider that there was done almost nothing on this campaign during this period – the achieved results are excellent.


Can we make even better AdWords campaigns?

We can, of course. Maybe not for double improvements but some improvements can be expected ;). It should be noted that the AdWords system actively changes over time and new things are introduced that can help us in the management of the campaign and achieving results. Further pictures show very briefly what happened when we took over the campaign.


cpc adwords campaigns 2014


Immediately visible was a reduction in the price of clicks on the entire account. This was achieved by additional structuring of specific campaigns and redistribution of the budget.


position of adwords ads 2014


At the same time, besides CPC reduction, we managed to achieve better positions. Now it is at an average position of 2.

Data on CTR was not put in as it moves generally the same as before, so there are no excessive changes.

As it can be seen, the proper initial setup of the campaign, as well as its “initial optimization” of at least first 2-3 months can lead to such a campaign which we can “forget” for the next year 😉 . Of course, we do not suggest that you completely forget your AdWords campaign – it has to be checked regularly.

How are your campaigns settings? If you are not sure – you can always contact us if you want an audit – overview of the campaigns.

Note – measurement of any conversion was not set in the account. Unfortunately, in order to measure conversion properly, it would be necessary to make certain demanding changes to the client website that would entail high costs that are not in his annual investment plan.

Author bio

Davorin Černoga

January 20, 2015 Google AdWords

Internet marketing Specialist, learning and successfully practicing internet marketing since 2008. Particularly specializes in AdWords advertising and optimization of existing campaigns. Since 2015. in charge of supervising & training a constantly growing team of digital marketing specialists in Escape Ltd.


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