<\/span><\/h3>\nDismiss anything irrelevant.\u00a0<\/p>\n
Apply anything helpful.<\/p>\n
Why<\/strong>: <\/strong>Dismissing anything irrelevant will raise your optimization score and hopefully train the machine learning system algorithm to offer better ones in the future. Also, in the event there is a recommendation that’s actually helpful you want to try it.\u00a0<\/p>\nWord of caution:<\/strong> Google makes it very easy to simply “Apply” changes so be crystal clear about what you’re approving.<\/p>\n\n<\/div>\n
<\/span>Budget pacing<\/span><\/h3>\nWhy:<\/strong> See above under daily checks.\u00a0<\/p>\n(If you’re checking this daily then by default it would be getting weekly attention. Either way, hopefully you get the message that proper budget pacing is critical, especially on enterprise-level accounts where a hard budget cap is spread out across multiple ad groups, campaigns, etc.)<\/p>\n
<\/span>Conversions<\/span><\/h3>\nWhy:<\/strong> When necessary, pivot spend to campaigns with higher conversion rates or lower cost per conversion and you’ll be the hero.<\/p>\n\n<\/div>\n
<\/span>Search terms report\u00a0<\/span><\/h3>\nLook for irrelevant keywords to negate.<\/p>\n
Look for relevant keywords to be added.<\/p>\n
Why:<\/strong> The last thing you want to do is waste money on keywords irrelevant to your business. The second to last thing you want to do is miss out on keywords you should be bidding on.\u00a0<\/p>\n<\/span>Abnormal performance spikes (up or down)<\/span><\/h3>\nWhy:<\/strong> It’s always better you be the one to catch and analyze an abnormal spike in performance rather than be caught by surprise. Plus, you need to see if any recent optimizations are making the desired impact.\u00a0<\/p>\nOn the flip side, if you’re regularly monitoring performance spikes you can catch red flags and resolve any issues sooner.<\/p>\n
<\/span>Display placements<\/span><\/h3>\nWhy: <\/strong>If not checked regularly, display can be quickly taken over by low quality or irrelevant placements.\u00a0<\/p>\nEvery week you should look to verify where display dollars are being spent and don’t be shy about making exclusions when you think you’re wasting budget.\u00a0<\/p>\n