Objective:
To review keywords every four weeks to ensure that none have a cost per conversion significantly higher than the average cost per conversion for the ad group.
Key Steps:
- Set the time frame to eight weeks in the Google Ads account.
- Navigate to the search keywords section and filter by search campaigns.
- Select a specific ad group to review.
- Identify keywords with high cost per conversions by sorting from highest to lowest.
- Evaluate the highest cost per conversion keywords against the ad group’s average cost per conversion.
- Consider the impact of pausing high-cost keywords on overall ad group performance.
- Run experiments if necessary to test the effects of pausing high-cost keywords.
- Optimize keyword performance by moving relevant keywords to location-specific ad groups.
- Adjust broad match keywords with high cost per conversions to phrase match or exact match.
- Keep track of keyword changes to avoid counterproductive adjustments.
Cautionary Notes:
- Avoid pausing high-performing keywords without considering the broader impact on ad group performance.
- Be cautious when making changes from broad match to phrase match or exact match to avoid fluctuations in performance.
- Maintain accurate records of keyword adjustments to prevent inadvertently undoing previous optimizations.
Tips for Efficiency:
- Create location-specific ad groups for better keyword relevance.
- Run experiments to test the impact of pausing high-cost keywords before making permanent changes.
- Avoid frequent back-and-forth changes between broad match, phrase match, and exact match to maintain stability in keyword performance.
- Keep detailed notes to track keyword adjustments and prevent overlapping changes.
By following these steps, you can effectively review and optimize keywords to improve cost per conversion performance in Google Ads campaigns.
Posted in Google Ads, How-To's