Advanced Google AdWords™

Optimizing Ongoing Campaigns

You will need to regularly run reports to determine how your campaigns are performing, and then make decisions on that data. In this section, we will examine optimization steps for each campaign type. In the next section, we will examine how often to run reports to create a comprehensive reporting schedule.

Optimizing Search Campaigns

The first step in optimizing search campaigns is to determine if you are going to bid at the keyword or ad group level. The most granular bid type, at the keyword level, gives you more control. However, it also takes more time to set keyword level bids. You may use a combination of both. For keywords that receive a significant amount of traffic, set keyword bids. For a set of keywords ...