This Rubric is about the daily operation of AdWords campaigns. I emphasize five important topics in this Rubric: Pausing and resuming campaigns and Ad Groups Understanding why accounts are slowed, and knowing how to reactivate a slowed account Coping with slowed and disabled keywords, situations that can be baffling to the uninitiated Understanding and choosing geo-targeting Implementing Google's conversion tracking feature
Pausing and Resuming Portions of your Campaigns
One advantage of AdWords advertising is the control you have over stopping and restarting portions of your marketing. Following are some reasons why you might want to interrupt your advertising: - Budgetary. Your return on investment is suffering and your business is leaking marketing dollars. - Assessment. You want data from different portions of your overall enterprise to settle without ongoing activity distorting your ROI calculations. This factor is especially pertinent to affiliate marketing, in which the marketer must balance site statistics, AdWords statistics, and reporting statistics at the affiliate agency. More assessment. You need time to catch your breath in AdWords, survey the account, and analyze your ROI. Breakdown. Not your breakdown, I hope, but the breakdown of some portion of your AdWords effort. You may stop and restart elements of your campaign down to the Ad Group level. You may also delete keywords, but you can't pause and resume keywords short of plucking them out entirely and then building them back in. The pause-and-resume system in AdWords allows you to stop activity without losing settings. The system responds quickly, if not quite instantaneously. However, it can take up to three hours for reporting statistics in the Control Center to catch up with paused reality. When a campaign is running, of course, statistics never catch up to reality — there's always a lag of no more than three hours. Little instruction is required for pausing campaigns and Ad Groups. In the case of campaigns, you can do the job from the top page of the Campaign Management tab, like this: 1. Click the Campaign Management tab. 2. Use the check boxes to select one or more campaigns you want to pause. 3. Click the Pause button. You pause and resume Ad Groups in the same manner, but from the Ad Group page. Specifically: 1. Click the Campaign Management tab. 2. In the Campaign Name column, click any campaign. 3. Use the check boxes to select one or more Ad Groups. 4. Click the Pause or Resume button. Paused campaigns and Ad Groups continue to display their statistics (see Figure 10-1) and to contribute those numbers to your account or campaign totals. However, the display of those statistics is date-sensitive. So if you use the date menus to specify a day in which some Ad Groups were paused for the entire day, those Ad Groups show no data.
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