Here is a checklist of tasks that you can consider doing on an ongoing (weekly, bi-weekly or even monthly) basis to keep our Google Ads accounts performing well.

Update any responsive ad copy #

Keep your ad copy fresh and relevant by updating it regularly. This can help improve your click-through rate (CTR) and increase conversions.

Examples of ways to update responsive ads:

• Add new headlines OR/AND descriptions based on specials or deals ongoing promotions the client has active (note: make sure to remove this copy when the promo is over)
• Add extra info to the “slash” URLs
• Pin the brand name to the headline 1 spot
• Add more unique headlines to maximize the number of headlines that Google can test

Monitor and adjust your budget #

Keep an eye on your budget and adjust it as needed to ensure that you are getting the most out of your advertising spend.

You can use the Optmyzr tool outlined here to review budget and ROAS per campaign.

Review your targeting #

Check that your targeting is still relevant and adjust it as needed to reach the right audience.

Examples of ways to review targeting:

• Review which states are getting the best ROAS and increase the bids in those states
• Review which states are getting high enough clicks (over 100 is a reasonable sample size) but low/no conversions and remove those states from targeting
• Review the audiences and make sure there is the right audiences targeted: both retargeting (website views/visitors) and also interest and demographic audiences
• Review which devices are getting the best ROAS and increase the bids on those types of devices (usually desktop converts better than mobile)

Monitor and add in negative search terms #

Make sure that you are using the most relevant and effective keywords for your business and no “bad keywords” are sneaking in via search terms. If so, add these in as negative keywords at either the campaign or entire account level depending on the keyword.

Monitor and adjust your bids strategy #

Check your bids and bid strategy and adjust them as needed to get the best possible results.

Experiment with new ad formats and features: #

Try out new ad formats and features to see if they can improve your results. Review for any new assets (extensions) like image extensions or any new betas and consider opt-in to those tests.