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Checklist

How to quickly check your DFW Text Ad Campaigns Setup and Performance

1. Check your feed

  • Run a feed review to check the quality. More Details
  • Check the mapping     
    • Map fields
      • Visual inspection: Anything weird?
      • Titles - is brand in the title? If not: should it be?
      • Did you add fields that you need in your ad copy (like product type, color(s), size, etc)? If not: extract it from other fields. More Details
  • In/Exclude
    • Did you exclude out of stock products excluded? More Details
  • Merge
    • Did you merge the variant products if you have any? More Details

2. Check the campaigns page

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  • All 3 campaign types should be present. More Details
  • Check the number of eligible products in the Product and Drop campaign. If it is only a very small portion of the total number of products, you can check the following reasons:
    • Variants have not been merged into parents More Details
    • Very generic words in the titles (you will see many clicks and no conversions for this products in the AdWords account)
    • The title is too long
    • Per Partes is used and the system is still ‘learning’ which keywords to use More Details

3. Check the Product Campaign

Keywords > Truncating

  • Is Truncation turned ON?
  • Is the proper match type selected: Broad Modifier & possibly Exact 

Keywords > tag combination

  • Do not include the title
  • Should not be used unless for very specific fields that consumers search for that are not present in the title (like a model no, UPC, etc)

Ad Creation

  • You should have at least 2 ad patterns
  • Are your ad patterns working for >80% of the products?
  • Are all fields (Headline1-3 + Description1-2) filled out (properly)?
  • Are you using extensions?

Campaign settings

  • Is a strategy selected? More Details
  • Are maxCPC and budget set?

4. Check Campaign statistics

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  • Is each campaign getting impressions, clicks, and conversion?

5. Check your Google Ads account

  • Do you have pre-existing campaigns that overlap with the DFW-campaigns? More Details

  • Compare the performance of your pre-existing manual campaigns with the automated DFW-campaigns

6. Deeper Analysis

  • Run the same checklist for the Group Campaign and the DSA campaign
  • Consider adding a BPT required More Details
  • A regular check of the campaigns. You need to check and analyze your DFW Text Ads campaigns just like you analyze and optimize manual campaigns

 

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