adword optimization checklist

This test can be done at the Account, Campaign, or Ad Group Level

  • Customize Columns
    • Make sure that columns have all the metrics you need. Avg Pos., CTR, Clicks, QS, Cost

  • Sort Your Keywords by Avg. Pos (High to Low)
    • Keywords that have an Avg. Pos of 4.0 or higher and Low Quality Score
      • Focus on improving quality score before increasing bid
        • Make sure that the keyword is relevant to the Ad Group and Ad
        • Make sure that the keyword appears on your landing page multiple times
        • Quality Score still bad? Focus on creating one or two new variations for your ad, including those keywords in the headline and description.
    • Keyword has low position and high Quality Score
      • Increase your bid. Avoid round numbers.
  • Sort Your Keywords by CTR (Low to High)
    • Low CTR with high impressions
      • Modify your ads and look for improvements.
      • Search for the keyword and look at the ad that comes up and see if it blends in with the competition
    • Low CTR and low impressions and have a good quality score and Avg Pos
      • Not enough volume for that keyword.  If the keyword match type is exact or phrase, consider changing to broad match modified to increase the chance for it showing.
  • Sort Your Keywords by Clicks (Low to High)
    • Clicks are low but Impressions are high
      • Make sure that your ad is relevant and engaging.
      • Examine Competition
      • Set up A/B testing
    • High number of Clicks but low number of Conversions
      • Make sure it’s easy to convert from your landing page
      • Make sure your landing page is welcoming, professional, and extremely relevant to your ad and keyword.
  • Sort Your Keywords by Cost (High to Low)
    • See if you’re bidding high on keywords with low quality scores.
    • Increase bids on converting keywords
    • Calculate cost per conversion on the highest priced keywords and see if the conversions are worth it.
  • Check Search Terms for negative exclusions and keyword additions
    • Under Details > Search Terms > All
  • Check Ads
    • If the CTR is low, create new ads for the ad group. Don’t edit existing ones as the history will be erased for the ad. Make new ones and have Google serve them equally so you can find out which works better.
  • Track your Changes
    • Do you have method of tracking the changes you make? If not start immediately. This spreadsheet will help you.
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