• PPC Hero, Friday, October 3, 2008 2:49 PM

Amber Benedict explains why tinkering with the various AdWords campaign settings is fun (and necessary), but also why you have to be careful with the levers you push. For example, the "position preference" setting lets you choose to only have your ad shown in a specific spot or range of spots. "I have used the position preference tool in Google before but I didn't notice that it can be a tricky tool to use and the results can be disappointing," she says. "Not because my ads may not display in the position I expect to be in, but because my ads [were] literally turned off because of my position preference settings!"

The problem is that the tool lets you select which positions you'd like to be in, but doesn't alert you when changes to Quality Score or bids that are too low will prevent your ad from running in that chosen position (thus at all). And the only way to find out that your ads are suspended is to click on the ads diagnostics tool next to each particular keyword, or to do an actual search and see if you're showing up.

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