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AdWords Welcome Pack: Manage your account effectively

The final Letter


The online world moves very quickly, so what works for you today may not be as successful next week.

Because of this, we recommend that all our AdWords advertisers log in to their account on a regular basis. Even a quick check-in once a week can help you get the most out of your advertising budget.

Here’s a quick list of actions for you to follow every time you log in to your account. This will help you to get a great understanding of how your account is performing and whether you’re meeting your business goals.

What do I do when I log into my account?

When you log into your AdWords account, first check notifications and account alerts on the ‘Home’ tab.

Then, go to the ‘Campaigns’ tab and set the time range (in the top right-hand corner of your account) to a period of 1-4 weeks to get a good indication of recent performance.

How can I check my AdWords performance?

Performance will vary by account so focus on identifying your best and worst performing keywords and ads to help refine your account:

Under the ‘Keywords’ tab, review:

  • Keyword clickthrough rate (CTR). Which keywords are receiving your highest and lowest CTR?
  • Position of your keywords. Are your ads appearing on the first page i.e. avg. pos. of 1-11?
  • Keyword status. Are your ads eligible to show?
  • Quality score. You can see the quality score for each keyword by clicking on the icon in the status column.

Under the ‘Ads’ tab:

  • Review your ad clickthrough rate (CTR). If you are testing multiple ads in each ad group check to see which are performing best.

If you have Conversion Tracking enabled, check which ads and keywords are converting into sales.

What do these metrics mean?

How do I manage my account for success?

Refine your keywords and ads:

  • Look at the top performing keywords and ads – edit those that are not doing well, using your top performers as a guide to how they can be improved.
  • Delete those that have consistently performed poorly.
  • Use negative keywords to eliminate unwanted impressions.

Test new keywords and ads in your campaigns:

This is the final email of the AdWords Welcome Pack. We hope you have found it useful and are now well equipped to run your AdWords advertising campaign successfully. If you have any questions in the future, we have a variety of educational resources to help you.

Thank you again for choosing AdWords,


The Google AdWords Team

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