Optimisation is the steady work of using data to spend money better. It is what clients pay for month after month, and it completes the week 9 assignment: analysing campaign data, suggesting bid adjustments, and setting up a demo campaign to show your settings.
The optimisation loop
- Review the data at a regular rhythm, daily at first, then weekly.
- Decide on a small number of changes based on evidence.
- Change one main thing at a time, and write it in a change log with the date and reason.
- Wait long enough to see the effect, then review again.
Common improvements
- Add negative keywords from the search terms report. This is often the quickest saving.
- Pause or fix weak keywords that spend money with no conversions after enough clicks.
- Add strong search terms as new keywords, maybe in their own ad group with their own ads.
- Improve ads: replace headlines with weak performance, add new benefits, and keep at least one good ad running while you test.
- Improve the landing page if clicks are good but conversions are poor.