Advance Adwords Account Set Up Techniques

There are many different components that go into building a successful AdWords campaign. These include planning the account structure, choosing the right keywords, and writing new ad copy. However, these are really just the requisite tasks that should be done as an minimum. Below, I have outlined some of the more refined procedures that should also be implemented when building a new PPC account.

AdWords Conversion Tracking For Micro & Macro Goals

Adwords Conversion Tracking provides a comprehensive means of tracking the performance of your PPC activity. This conversion data is beneficial to campaign creators when deciding which cost-effective changes should be made in order to improve performance and ROI. However, it is not just macro or ‘hard’ conversions (revenue and leads) that can be measured – marketers should also be understanding what micro (or soft) conversions are also occurring.

Examples of Macro and Micro conversions:


  • Ad interaction results in a sale
  • Ad interaction results in a client or customer telephoning business
  • Ad interaction results in a client or customer contacting the business


  • Ad interaction results in a ‘newsletter signup’
  • Ad interaction results in a client or customer downloading an app

Aside from using Adwords tracking for recording micro conversions, data from Google Analytics can also be imported. This could include events such as button clicks and scrolling activity as well as .PDF downloads.

Measuring micro conversions is an important part of understanding which users have signaled an intent by interacting (but are not yet at the point of purchase/lead submission).

Granular Keyword & Negative Keyword Research

Keyword research (including negative keywords) is a vital component of a well constructed and maintained PPC account.

There are a number of tools available for keyword research including keyword planner,, SEMrush, SpyFu and all of which can be used for both keyword research as well as negative keyword research. By paying attention to negative keywords in advance of launching the campaign, marketers can save money and reduced the amount of wasted click spend whilst also helping to boost the starting click through rate.

Types of negative keywords include irrelevant locations, colour, sizes, and competitors. In some cases, informational queries such as “what is”, “what are”, and “who is” could also represent negative keyword considerations.

Below is a screenshot from – software which is great at uncovering longer tail searches. Here we can see two potential negative keywords for a business that wants to target companies searching for short-term business loans. The two highlighted terms are “swing loan” (which only relates to homeowners) and “residential bridge loan”. In this instance “swing” and “residential” would be good negative keywords to add to the account pre-launch.

Add All Relevant Ad Extensions

Ad extensions enable additional information to be shown alongside each ad including location, phone number, product features, pricing, plus many more. Ads that fully utilize all available ad extensions take up more page real estate as well as offering a greater enticement for users to click on the ad. You will more often than not find that click-through rate (CTR) increases when extensions are shown compared to when no extensions are present. Where possible, marketers should use all available extensions to enhance ad performance.

(See our ad extensions article for a more detailed explanation on the benefits of utilising these in your campaigns.)

Bid Only Targeting – Apply all Created Audiences to Ad Groups

Audience targeting allows you to apply bid adjustments on selected ‘audiences’. For example, you can target users within a certain age range or gender type. Other audience options include re-marketing lists, custom combination lists, life events, interest categories, affinity audiences, and custom-intent audiences.

You may also find it useful to choose ‘Bid Only’ targeting, which allows bids to be set for individual lists (such as a 50% bid increase for previous visitors).

Pro-tip on Google Analytics Solution Gallery

The Google Analytics Solution Gallery contains in-product solutions (such as dashboards, custom reports, and segments) that can deepen the use of Google Analytics and accelerate learning curves. This can be added to the account as audiences – bid adjustments should be made accordingly.

Add any Pre-emptive Bid Adjustments (Age, Gender)

Bid adjustments allow users to apply a percentage increase or decrease in their maximum bid. They can be implemented in a number of different ways including across Devices, Locations, Time of Day, Topics, Interests, Audience Lists, and Placements. Bid adjustments range from -90% to +900%. For mobile, the adjustment of -100% is used to opt-out of serving ads on mobile devices.

These can be really useful for excluding certain audiences. For example, for Over 50’s life insurance, you may want to exclude those age 45 and below. Similarly, if you were promoting a women’s fashion brand you may want to reduce the bid percentage on male users.

In Conclusion

Effective PPC management entails constant testing and optimisation of a campaign. However, by undertaking thorough research in advance of a launch or relaunch, marketers can ensure wastage is reduced whilst also uncovering potential campaign opportunities.

Sam Cawthra

Sam Cawthra

Sam started working in marketing in 2015 but quickly found a passion and expertise in PPC and Paid Social. Sam’s experience covers a range of industries working in both agency and client-side roles.

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