Head over to the search terms dashboard and take a look to see what terms your ads are populating for.
If a search term isn’t relevant enough to the products or services your client offers, add it as a negative keyword.
If you’re unsure whether a word is relevant or not write it down to include as a question for the account
If a search term is working well, add it to the ad group’s list of keywords.
To know whether a keyword is working well or not determine which match types are working well for which keywords in accordance with search term results. This enables you to refine your match types.
Using the “Match type” column in the search term dashboard you can view how closely the search terms that triggered your ads on Google are related to the actual keywords in your account. By seeing which match types are working well for which keywords and searches, you can refine match types for all your keywords so that only the right searches cause your ad to show.
Keyword Review
Review keywords and weed out ones that are not driving high conversion relative to cost.
Remove negative keywords and refer to search term review to make keyword additions & adjustments (i.e. Add Exact match keywords in place of high-performing keywords that are currently added as a broad match term.) Make sure we are using keywords and match types that closely tie back to the product or service.
The only loyalty you have to keywords is to the ones that convert for you. Keep looking for keywords to add.
Descriptive, long-tail variants that people searched to trigger your ad.
Competitor PPC keywords–especially since they are targeting the same audience.
Dig Into Negative Keywords
Use negative keywords for things such as brand names, competitors, or other keywords that you know won’t lead to a conversion.
To add negative keywords, go into the Google ads campaign manager, select keywords, Negatives, and add the keywords to the proper ad group.
Creative Review
Look over each ad groups performance
Make sure all ads are eligible to serve – if not make adjustments for them to be eligible.
Make note of which ad groups are performing best and at a granular level which ads are performing best.
Note high performing copy for quarterly updates
If any ad group is underperforming use keyword data to incorporate high-performing keywords where you can and update the existing ad group.
If glaring underperformance is found for ad or ad group make any adjustments necessary, but if it needs time to gain valuable data to ensure we are not shutting it off prematurely, please wait until quarterly review (use your judgment here.)