Google Analytics. Similarly, for Facebook, you may lose your utm parameters. Redirects are therefore the bane of SEM account managers. Find them and fix your destination URLs. Targeting… and toilet seats I'm a fan of AdWords, so I like to talk about keywords as targets, but this all applies to Facebook and other channels, for example, with demographic or remarketing target audiences. Regardless of the channel, if your campaign targeting is poor, the results will be poor. For new
SEM account managers, one of the most important things to do is Google's keyword "match types," which define how searches match keywords. A keyword definition in parentheses, which represents the exact match [nike shoes], will match the query "nike shoes" but will not match "blue nike shoes". Phrase matching with quotes "nike shoes" would match on both, but not jewelry retouching service on "nike shoes". An extended broad match with plus + nike + shoes would match all of these, but would not match the related phrase "tennis shoes". Using the keyword without any notation means a broad match, for example,
Nike shoes, which can match all of these. It's best to avoid broad matches whenever possible, although they can be useful as a method of keyword research or if used in combination with lots of negatives. Many new SEM account managers ignore match types and throw keywords into an account, not realizing that the default match is broad match. True Story: A few years ago I audited an AdWords account for an ad agency (a classic case of the shoemaker's son-in-law; I've worked with several ad agencies to help them get their own leads) .