How To Build a Successful Google Adwords Optimization Routine

If you feel comfortable, instead setting just daily emails with “To Do’s” for each bucket, you can start using automated rules to improve your optimization routine. The logic is the same as inthe 1st point of the this list.

For this you should define your KPIs and set your rules (always with a email with all the modifications).

As part of your AdWords optimization routine, you should be evaluating search term reports as frequently as humanly possible, but you can very quickly get lost if you dig too deep.

Set a limit for yourself to make sure you’re spending time efficiently. If you do find negative keywords, you can add them in the ad group or campaign level.

• You should review your Ads at least weekly to make sure the changes you made before are trending in the right direction. While you’re unlikely to have any data with statistical significance every week, you’ll be able to identify how things are going and how long you have to make a decision.
• The same concept goes for Ad Extensions. You should review your sitelinks, callouts & snippets on a weekly basis to make sure there aren’t any surprise disapprovals, since those won’t show up in standard alerts.

While your weekly Search Term Light Report can catch a lot of things, you should run a longer term lookback to catch any issues that flew under the radar during shorter term AdWords optimization reviews.

Identify which new Keyword that are generating more clicks and conversions and add them to the current ad groups or even create new ones.

On a monthly basis, you can conduct a in-depth review of the major available bid modifiers to see if you can isolate any poor performers to exclude them, or better yet any strong performers to maximize your returns.

Here you can divide your data in Geolocation, Devices, Days or even Audiences. Find your best segments and modify your bids according with your KPIs.

With your Optimization routines in the right place, it is time to create campaigns or ad groups for new opportunities or new promotional campaigns that you will have. 

With this you can explore new parts of the market that your brand isn’t present in yet.