Bimonthly
Keyword Analysis and Opportunities - Use search query reports (such as QueryStream), keyword research tools, and monitor the competition for potential keyword additions. If a certain search term is converting, or you start seeing keywords appearing again and again, build out new ad groups and test. If you see that a keyword is matching to a high volume of irrelevant search queries, you can either restrict the match type on the keyword or utilize negatives (or sometimes both)! Eliminating these keywords will increase CTR by preventing unqualified traffic from seeing or clicking your ad. You may also want to consider doing this weekly for newer accounts until you build up a solid negative keyword list.
You can also think about pausing keywords that have spent without converting or have a low CTR and could harm account performance and lower Quality Score.
Ad Copy Review– This element could either be a bi-monthly or monthly task, depending on how diligent you are with your ad copy. If you introduce new ads, we typically recommend reviewing performance after two weeks. However, it is a good general best practice to review ad copy every month to ensure that your products, services, and offers/promotions are up-to-date. You should be testing at least two ads per ad group at all times. Make sure you have gathered enough impressions and clicks to truly evaluate performance. A good rule of thumb is around 30 clicks for your sample size of data. You will likely want to focus on the conversion and CTR data when determining which ads to pause and/or rewrite. Knowing which ads drive traffic to your site and drive new business is essential for your ad copy optimization.
