Monitoring Keyword Performance for Adjustments

Objective:

To monitor keyword performance every four weeks at the account level and make necessary adjustments based on data analysis.

Key Steps:

1. Go to Google Ads and navigate to the search keywords section.
2. Ensure you are viewing all campaigns and select a four-week time span for data analysis.
3. Reload the page for updated data.
4. Filter keywords by impressions, starting with the lowest number.
5. Adjust keywords based on performance:
   • Move exact match keywords to phrase match.
   • Move phrase match keywords to broad match.
   • Pause underperforming broad match keywords.
6. Monitor search terms for relevance and add negative keywords as needed.
7. Consider location-specific keywords for separate ad groups.
8. Review keyword performance after adjustments.

Cautionary Notes:

• Consider the goal of each ad group before changing match types.
• Avoid changing phrase match to broad match if it may attract irrelevant traffic.
• Pause keywords only if they consistently underperform.
• Allow new keywords time to gather data before making adjustments.

Tips for Efficiency:

• Regularly review and adjust keyword match types to optimize performance.
• Monitor search terms to ensure ad relevance and quality leads.
• Utilize Google’s resources to understand different match types for informed decisions.
• Reach out for assistance if needed to ensure effective keyword management.