1. Keeping tabsonyour AdWords agency Tim Ceuppens@timcbe

2. Google made$21.000.000.000on AdWords in ‘08

3. Most of itfromillspentcampaigns

4. What is youragencydoingwithyour money?

5. What I won’tbetalkingabout:Clicks, Conversions, CTR’s, CPC’s

6. Theyshouldsendthatto youeverymonth* * Stern fiston the table moment iftheydon’t.

7. Askforaccess to yourcampaign.

8. How is itstructured?Tightorloose?

9. Fiston the table moment:1337 keywords in 1 ad group.

10. Are the keywordsrestrained?Broad, Phrase, Exact

11. Broad:tennis shoes sneakers

12. Phrase:“tennis shoes”  womens tennis shoes

13. Exact:[tennis shoes]  tennis shoes

14. Fiston the table moment:Most, oreverything, is broad

15. Are therenegativesin the campaign?

16. Negatives stop irelevanttraffic.

17. Fiston the table moment:No / few negatives in the campaign.

18. Watch out for ad rot.

19. No-oneknowswhat ad works.Butyourcurrent ad doesn’twork as well.

20. At least 2 ads per ad group.Disable the onethatdoesn’twork.

21. Are youserving different angles?Notevery ad work all the time.

22. What to test?Headlines, benefits, features, display-urls

23. Fiston the table moment:Ad Rot, One ad to rulethem all.

24. Your homepage is not the most efficient landing page

25. Stimulate the scent of information.

26. Fiston the table moment:Irelevant landing pages.

27. So…Thisentire talk in 5 slides:

28. Different match types Use of negatives Keywords

29. Focussedadswith USP Cobwebs Landing pages Ads

30. Themed Clear focus Creation of newgroups Ad Groups

31. Transparency Communication Excludebrandedconversions Other factors

32. Talk is cheap.

33. Badly run campaigns are expensive.

34. Thankyou!@timcbe