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Do you have the right campaign settings?
Andrew Lolk has an interesting illustration about the importance of this topic when he says, “Compare it to running a marathon, but you forgot to put on your shoes. Yes, you can do your best to walk ahead, but you’ll never go full speed and you definitely won’t finish first.” He has written A Guide to Optimal Campaign Settings for AdWords in 2014 for Savvy Advertisers over on Search Engine Journal to explain the way he approaches this foundational topic.
Campaign settings are pretty basic, but many times we overlook a basic thing and wonder why things aren’t going as smoothly as we anticipated. Here’s a quick rundown of his idea of the basics:
I think the most important tip to keep in mind is #10. Your online marketing strategy in all its forms is optimal when it is specific to your goals and circumstances, because then you are speaking to the people most apt to respond at the times they are most apt to listen.