Optimisation calendar

Optimisation calendar

In this tutorial:
Optimisation calendar.
Optimisation frequency.

Calendar

Daily.
For large accounts.
Weekly or Monthly according to your account size and data.
Quarterly.

Optimisation calendar
Campaigns optimisation depends on your business goals, targets, spending and the size of your account.

If you have a large account with a lots of campaigns, you may find that 80% of your sales and conversions is from 20% of your campaigns. This is the 80/20 well know rule, The Pareto Principle.

Your priority should be to optimise the most profitable campaigns, especially if you are limited with time.

Optimisation frequency
Large accounts
: daily.
Starters and small accounts: weekly.
Very small accounts: monthly.
Accounts with not enough data: monthly, or when you get enough data (at least 100/150 or more clicks).

Calendar
Daily
– Campaign changes: check your spend, conversions, cost per conversion and conversion rate. Make sure from one day to the next your account is running normally, and that there are not big changes.

– Check for disapproved ads.

– Check for account notifications – the bell icon on top right of your account.

For large accounts
– Change keyword bids according to their performance.

– Check search terms, add search terms that converted as keywords, and set irrelevant keywords as negatives.

– If you have Display Network campaigns, check automatic placements and exclude irrelevant websites.

Weekly or Monthly according to your account size and data
– Change keyword bids according to their performance.

– Add, remove, or move keywords to different ad groups according to their performance.

– Check keywords marked ‘Rarely shown (low Quality Score)’?

– Check keywords marked ‘Low search volume’.

– Conduct keyword research.  

– Check search terms, add search terms that converted as keywords, and set irrelevant keywords as negatives. For very small accounts, do this monthly.

– Check your keyword Quality Score. Analyse the Exp. CTR (Expected click through rate) > Landing page exp. (Landing page experience) > Ad relevance columns to find which factor is affecting your Quality Score negatively. After your changes, allow Google Ads to re-evaluate your Quality Score, and therefore do not apply any more changes for a couple of weeks.

– Check keyword match types and resolve conflicts. For example, unrelated match type search terms matched to the wrong ad group.

– Check for disapproved ads.

– Check your ads performance. Delete non-converter ads, and replace these with new ads.

– Check your landing pages. For non-performing pages, try a new design or changing elements and copy.

– If you have Display Network campaigns, check automatic placements  and exclude irrelevant websites.

– If you have Display Network campaigns, change Managed placement bids according to their performance.
– Find and add new placements.

– Use Bid adjustments for Audiences, Demographics, Locations, Devices and Ad Scheduling according to their performance.

– Check all Competitive metrics to find opportunities for increasing visibility and impressions.
Select your campaign > COLUMNS > Modify columns > Competitive metrics > Check all.

– Check for account notifications – the bell icon on top right of your account.

– Conversion analysis. Review your goals and set up new goals if necessary.

– Conduct competitive analysis with auction insights. For very small accounts, do this quarterly.

– Review Ad extensions according to their performance.

– Review your bid strategy.

– Review your Conversion path. For very small accounts, do this quarterly.

– Review your funnels. For very small accounts, do this quarterly.

Quarterly
Review your marketing objectives and goals.

Analyse and research market and industry trends.

Review your attribution models.

Review your mobile (if you have device campaigns) performance and strategy.


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