Google Ads Campaign Optimization Checklist

You can’t just take and optimize an advertising campaign in Google Ads. There are so many variables that you can only describe the basic principles of what to watch and where to watch, a lot depends on the niche, seasonality, “direct hands” after all.

Basic steps to optimize contextual advertising in Google Ads

1. If we set bids manually, then we check the bids
   • we raise bids for keywords that convert well, but are not in the highest places;
   • lower bids / disable words that eat up the most money, but give few conversions.

2. Let’s look at the report on search queries:
   • add new keywords that show good performance;
   • add negative keywords to cut off ineffective search queries.

3. We look at segmentation by type of match
   • add (identical) keywords to the list, but in a different match type, if it shows high performance;
   • we remove keywords / change their match type if it gives little traffic or shows too little efficiency.

4. We evaluate the effectiveness of ads
   • trying different call to action options;
   • experimenting with the benefits that we focus on in the description;
   • look at relevant urls, is there a better option?

5. Clarifying semantics
   • we look at the lists of search words, if we see some specific parameter in the search queries that people are looking for, we make a separate ad group for them;
   • for individual keywords, we set individual landing pages.

6. Set up rules for repetitive actions
   • keeping keywords within the required positions (if you have a specific business, such as a tow truck);
   • disabling non-converting/too expensive keywords;
   • disabling keywords/ads for which the CTR is below a certain level.

7. We look at geography, time of day, day of the week (analysis by conversion). For CCM, we are also looking at platforms and audiences. We collect statistics for the year and do analytics!
8. We look at the recommendations from Google itself (often garbage gets there, but still).
9. We look at the Google Analytics bounce rate in the context of the keys, we understand why this is so?
10. We look at Statistics on Responsive Ads + Combinations, in order to add the most successful option as a separate text ad.
11. If in 30 days there are more than 50 conversions in the Display Network or more than 100 conversions in the search, we make a Smart Display.
12. We use the countdown function for promotions and special offers.
13. With each report, we look at the results planner in order to give recommendations on the bid strategy and advertising campaign budgets based on this data.
14. For routine tasks, do not forget to use scripts, for example, which check all urls for 404 and 500 errors, expand the semantics (in case you have a project with little semantics)
15. For shopping advertising campaigns, we also necessarily analyze how we can optimize and improve feed data, what new errors have appeared and how to fix them. We do an analysis of the goods sold.

Vladyslava Rykova

Expert in legal marketing. Head of marketing agency MAVR.

Business degree “Master of Business Administration” (MBA).