Search Campaign Launch Checklist - Growth Marketing

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”