After a couple of days when you have first data from your advertising, you should come back to your
account and identify things.
You can improve and implement changes.
This should become your habit because it is a never ending process if you want to maximize your results.
What is your goal for Google ads optimization task?
You simply want to have the most conversions and the lowest possible cost of advertising.
First thing you can do to achieve that is to go to the campaign.
Stop here.
You have the overview, how much you spend for each campaign, how much conversions it generated and
what was the cost per conversion.
You can choose the data engine, that top right.
For example, this campaign generated a lot of conversions and the cost per conversion is low.
It's worth adding more budget to that campaign, which you can easily do by clicking on the pencil icon.
At the same time, this campaign is quite expensive and not performing well, we can try to lower the
budget for it instead of increasing or decreasing about it right away.
It may be a better idea to look inside these campaigns before and take what may be the reason for good
or bad performance.
Go to disarticulated step.
You can trade data for all campaigns at once or you can do it for individual campaigns or other groups
by first clicking on them on the left panel and then going to the search keyword stop.
In this stop, you have access to different metrics for all of the accuracy used in your campaign.
Start with starting bank conversions and see which keywords bring you the most conversions and also
whether these keywords have profitable cost per conversion.
One of the most common strategies for optimization is to take out the best performing keywords from
a particular campaign and move them into a new campaign which could be named best performing keywords.
This separate campaign would have more budget assigned and even higher keywords beats if you beat manually
at the same time, you would lower budget and bids for other campaigns.
This will bring you even more conversions in this new best performing keyword campaign.
You can also include keywords with the lowest cost per conversion.
Before starting by this column, you can apply a filter to show only keywords with at least three conversions.
At the same time, you should also identified keywords which are eating your budget with little to no
effect sold by the keywords with the highest cost per conversion.
If you think they are still worth further tests, you can change their match type to be more strict.
For example, you have about match type and you change it to price or exact match simply by clicking
on edit and choosing a new match type from the dropdown.
You can add or remove certain words from a keyword to see if it helps, you can change the text of ads
connected with these keywords or a landing page that is displayed after click look at different available
metrics.
If a keyword has low interaction, right, then your ad may not be suitable for people who are typing
this keyword.
If interaction rate is high but conversion rate is low, it may be due to an unattractive landing page.
For my experience, if accurate is still not performing well.
After implementing a couple of changes, you should remove these keyword from your account.
You do it by clicking on all of the low performing keywords.
And then remove.
This will help you to save a ton of budget.
Also go for other types and identify where you can make improvements.
Each of the tops can bring you insights and gives you the potential to optimize.
For example, go to devices tap.
You can see that a computer device for this campaign brings you a lot of conversions, has low cost
per conversion and high conversion rate, you can use a feature called orbit adjustment.
You can decrease or increase a bit by a specified percentage amount.
In this case, we want to increase by 25 percent and it should give us even more conversions at still
attractive cost.
Let's start by the cost per conversion, we can see that mobile phones for this campaign performed really
poorly.
Let's decrease the bid by 50 percent.
You can follow this process for locations, audiences and demographics, since this is very similar.
I will not show that then if you use other match types, that exact match, you should often visit search
times report.
You can even at a filter not to show exact match keywords by clicking on the filter, then match types.
And then select all except the exact Matt.
This report shows what were the exact queries entered by the people who saw your art select all of the
keywords that are irrelevant to your business.
And Adam got the keywords.
They can be added on the aid group or campaign level or to your list of negative keywords.
Make sure you choose the correct match type because if you will, RTR negative keywords as a broad match,
they can prevent a lot of valuable keywords from displaying Kiraz.
You can certainly buy interaction to first deal with queries that are irrelevant and cost you most money.
On the list of search terms, look also at items that may be valuable to your business, other filter
others exclude none and apply to terms that are not currently in any of your outgroups.
If you find a search term that can be valuable for your company, you can select it.
And as a keyword.
While optimizing Google account, you should test as much as possible, you can assume certain results
of changes you make, but actual data verifies those assumptions regularly.
Add new ads to your account and compare the results with all their ads at all.
Remove ad extensions, improve your landing page, change your contact form to be simpler, change the
color of a button and locations and see how it affected your advertising.
Lastly, you can visit the recommendations tab and see what Google suggests to improve performance of
your account.
They are divided by different categories and budget recommendations and targeting recommendations and
so on.
In most cases, you can easily apply suggested changes by clicking on the apply button.
Just remember to be careful as these changes are not always in your best interest.
We covered a lot of optimization tasks you can do to generate more money out of Google search advertising.
The most important advice is to never stop optimizing with time.
Your account will be better and better.
In the next video, we will take a quick look at Microsoft ads, which is one of Google's US competitors.