Monthly
Landing Page Review– Similar to ad copy review, create new landing page variations based off of the top performing pages to continue testing. Test different form lengths, copy, images, headlines, etc. It is also important to ensure that your ads point to the most relevant and specific landing page, this will help improve quality score, CTR, and even conversions. If your website has undergone changes or you have built new landing pages for your PPC traffic, make sure you revisit this within your PPC account.
Campaign/Ad Group Optimization– Tying into landing page review, you want to make sure to review ad campaign and ad group structure to ensure tight themes and that keywords are targeted appropriately. If your product line or service offerings have changed, make sure they are reflected accurately in your account structure. Also, look for opportunities to create new campaigns for keyword groups that could benefit from a separate campaign budget. For example, if you have an ad group with keywords that are cannibalizing the campaign’s daily budget, it might be a good idea to separate the underperforming keywords into their own campaign; which will allow them to generate impressions and clicks.
Also, if there isn’t an opportunity to include certain keywords in your ad copy within a single ad group, it makes sense to create a separate ad group for those unused keywords. This way, you can create ads specifically to support those keywords.
Check Campaign Settings– Look at the settings of each of your account’s campaigns once a month to make sure they are correct. Check that you’re targeting the correct locations, languages, networks, and devices. You make a lot of changes to your account in a month, and it’s much easier that you’d think to accidentally select the wrong setting.
Look For Additional Account Opportunities– Whether it is a new Google beta, or maybe an AdWords feature you haven’t tried yet, there is always something you can test in your account! Some of the more popular features outside of the Search Network are the Display Network, Remarketing, Google Shopping, Flexible Bidding Strategies, Remarketing Lists for Search Ads (RLSA), and YouTube advertising.