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Search Campaign Launch Checklist
Search Campaign Launch Checklist
- Jennifer Arvayo
- Parrish McLeod
Owned by Jennifer Arvayo
Unique Salesforce Campaign and Campaign ID created
Salesforce Campaign ID is used in custom parameter field, at Campaign level
Campaign Type: Search or Display, not both
Search Partner: Can opt-in at launch and determine value later
Negative keywords added:
Standard list for all campaigns (can be copied from a similar campaign but must be thoroughly reviewed)
Master Brand Negative keyword list added to any non-brand campaign
Starting Bids
Search and Display: start with Manual bidding, enhanced CPC (CPM for display), and appropriate bid to be competitive. Once there are enough conversions (or results) from which the system can learn, switch to an Automated bidding strategy.
Location targeting
Include All US and exclude Morrisville, NC
Targeting Method set to People in or regularly in your targeted location - this is a campaign setting in Google and both a campaign and Ad Group setting in Bing.
Bing Network Distribution (ad group level) set to Microsoft sites and select partner traffic
Double check the following after importing from Google to Bing:
there is a unique salesforce campaign ID
ad group level network distribution
location targeting settings to “people in location”
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