You cannot underestimate the importance of keywords. The right ones will get you noticed by the search engine spiders, and the best ones will land you on the first page of search results. You need to take the time to do some basic keyword chores: analyzing, review and refreshing them on a periodic basis. It sounds simple enough, but you may have responsibility for large paid search accounts or have numerous accounts to manage. It means that you may be adding or removing ad groups and multiple keywords on a routine basis. Nevertheless, there should be a method of checking and fine-tuning what you have. Any account optimization schedule needs to have a keyword review plan in it. There are some basic techniques you can employ to make your campaigns even more efficient, and be able to take advantage of any opportunities which suddenly arise.
• Assess the Current Situation
You must take a look at what you already have. The review requires checking the existing campaigns and ad groups. You have to take a look at everything and make certain that what ad groups you have are what the existing campaigns need. You may have a few products which currently do not have an ad group, and a new one has to be created. You can activate such ad groups at a later point in time.
• Focus On the Overachievers
You probably have standard keyword terms that provide stellar performance. You can establish individual campaigns with dedicated budgets, and place the keyword terms in ad groups designed just for them. It will allow you to maintain your overachievers and avoid having them accidentally eliminated.
• Weed Out the Losers
You have to take a critical look at those keywords which you are currently using. Data for the last several months should be examined to see what keywords are performing and, more importantly, which ones are not.
Keywords that show no click data or impression can be eliminated. It makes things more controllable while at the same time improving the quality score at the account level. The audience is a key factor. Your opinion about a given keyword does not matter.
You review keywords with low-quality scores, high costs, and show small CTR figures. Different options such as new ad copy, a landing page which is better, or lowering the bids may improve the performance of these keywords. If not, these terms should be put on hold for a while.
• Accentuate the Negatives
No account manager should rest on the laurels when it comes to negative keywords. It is possible that a lot of research has gone into building up a very strong list of negative keywords, but that might not be enough. People will conduct searches in any number of different ways, and these are not always anticipated. There’s always room for improvement and capturing the best negatives. A search query report makes certain that you are using only the best negatives that are effective in your line of business. Just like with the regular keywords, you will have to do routinely an audit of the negative keywords you have. It is the best way to guarantee optimal use of these tools.
• Use the Tools Effectively
Spring cleaning could take its toll on your account. You have gotten rid of all of the unnecessary keywords, but it may have left you with not enough to get jobs done. Ad groups might be necessary, and you have to be able to furnish them with the right stuff. Google Keyword Planner is an effective way to find out if there are some new keywords to take advantage of, and perhaps use for necessary buildups. The Query Search Report allows you to focus more closely on users. Are they searching for those keywords of yours? The report can help find the answer as well as uncover some keywords that can beef up your ad groups.
It is a fact of life that ad campaigns get over-loaded in time and need a little keyword production and fine-tuning. You really should not ignore this bit of house work. The competition is always going to be there, and the other side has eyes fixed on your share of the pie. Doing the needful and making certain that you have the right type of keywords, and constant searching for new ones, is going to keep you one step ahead of those wolves.