Keyword Review and Optimization in Google Ads Campaigns

Objective

The objective of this SOP is to guide the team member on how to review and optimize keywords in a Google Ads campaign to determine if a keyword should be paused or kept based on performance metrics.

Key Steps

1. Set Date Range and Filters
   • Go to the Google Ads campaign.
   • Set the date range to 8 weeks and review every 4 weeks.
   • Ensure dates are set to approximately 2 months.
   • Apply the date range filter.
2. Review Keywords
   • Navigate to the search keywords section.
   • Look for keywords with low click-through rates, low conversion rates, and high cost per conversions.
   • Filter by interaction rate from highest to lowest.
   • Identify keywords with interaction rates below 4% for potential pausing.
   • Adjust match types: Broad Match to Phrase Match, Phrase Match to Exact Match, and pause Exact Match keywords if necessary.
3. Adjust Match Types
   • Select keywords with low performance.
   • Go to edit, change match types, and select the appropriate match type (Phrase Match or Exact Match).
   • Apply the changes.
   • Uncheck boxes to continue making adjustments.
4. Monitor Performance
   • Monitor the impact of match type changes on keyword performance.
   • Keep track of changes to avoid reverting them in the future.
   • Consider the contribution of keywords to overall ad group performance before pausing.
5. Evaluate Conversion Data
   • Ensure the ad group has at least 10-15 conversions per month before pausing keywords with zero conversions.
   • Compare conversion rates to the ad group average.
   • Adjust match types based on performance metrics.
6. Optimize Ad Groups
   • Limit ad groups to a maximum of 20 keywords for better performance.
   • Consider restructuring campaigns with excessive keywords or low-quality scores.
   • Ensure ad groups have sufficient conversions for effective optimization.

Cautionary Notes

• Avoid making too many changes at once to track performance accurately.
• Ensure conversion data is sufficient before making decisions on pausing keywords.
• Monitor the impact of match type changes on overall campaign performance.

Tips for Efficiency

• Regularly review and optimize keywords every 4 weeks.
• Keep detailed notes on match type changes to avoid confusion.
• Prioritize keywords with low interaction rates and high cost per conversions for optimization.

By following these steps, you can effectively review and optimize keywords in Google Ads campaigns to improve performance and achieve better results.