The ultimate optimization tasks’ list for Google Ads

Whether you are a veteran of the PPC or you are the newest of the account managers, surely at some point in your daily task you have left without knowing what to do after the last optimization. So that this does not happen again I propose the following Definitive List of AdWords Optimization Tasks.

Of course each Adwords account is a world, so you will have to adapt this list of optimization tasks to your AdWords account and adapt it to the particularities that enclose your campaigns. But I’m leaving it out of your hand. At the moment you take these tasks as a checklist to make sure that your accounts are under control and permítete to think about how each one of being tasks helps you to have your account ready and how often you should use each one of them. Start.


  1. Search terms reports are a perfect tool to help you discover new terms that users use to find your product or service. Add them as key words to control how much you bid for each of them.


    You can find the report of Search terms Within the Keywords tab. In addition, you can run them at the account level, campaign, ad group, keyword, or in a particular set of keywords.

  2. These reports also allow us to discover searches that have activated our ads and in which we do not want our ads to appear. If our intention is to sell new slippers, and use the keyword “buy slippers“, review the search terms report will make us discover the Search “buy second-hand slippers” and realize that it is not Interesting to us. To avoid bidding again for this search, we will have to add it as a negativekeyword.
  3. Don’t forget to review the search terms for the DSA campaigns or Shopping. These do not use “positive” keywords, but you can limit them with negative keywords. Your search terms can also serve as a source of inspiration for creating other search campaigns.

TIP: If the volume of search terms to be analyzed is very high, use filters and order the terms to start with the most expense they assume, or those that better or worse performance have.


  1. Create new search ads frequently and as you go pausing older ads with worse performance.
  2. Try the different ad rotation options to stay with the best performance in your campaigns. Remember that from September 25th the rotation options for the ads will go from 3 to 2.

TIP Create rules that warn when ads have had enough traffic so you can value whether they have good performance or not, and so if you should pause them or create new ads.


Many times we neglect this section when the workload increases, but the extensions are key when optimizing to achieve better results because they improve the expected CTR of our ads and therefore the level of quality. This makes our CPC as our average position to be improved and thereby gain in advertising efficiency.

  1. Make sure that all the campaigns have as many types of extensions as you can configure. Google will already be in charge of showing each one of them when it considers more opportune.
  2. Make sure the extensions are as relevant as possible with each of the campaigns. It uses extensions with strategies designed to show, for example, complementary products, or even to make Up-sellings and Cross-sellings.

TIP Don’t forget to enable the automatic extensions of Google


Don’t forget to activate the automatic extensions.


  1. It Isolates in independent campaigns the groups of products that have good results and a number of high conversions. This way you will be able to provide higher budgets to the product groups with better performance and separate the “good” product groups from the “bad” ones to enhance the first and minimize the seconds.

TIP Remember that the Shopping campaigns do not work with keywords, but you can make terms of search.


  1. Low bids wherever there is a high spending and not get conversions. Even pause or exclude items that are far from the target.
  2. Raise bids when in items that do not get enough traffic or when they are within your target of conversions and cost. In this way we will promote these Keywords or ad groups.

TIP As with ad optimization, automated rules can help you identify items that require bid tuning.


Example of a bad performance ad alert rule.


  1. If you are using the Google Display Network (GDN) It is important that you review frequently the locations (webs) in which your ads appear. This network has many low quality locations and it’s your job to go excluded to stay with the quality locations.
  2. Try different creatives and different formats to find those that best respond to the users of your product/service.
  3. It automates. The display network is very complex and there are many options in the market that can help you to automate the management of the display campaigns when it is an important workload. Google is also working on it and has created Smart Display campaigns that are able to automate their optimization with the data they are getting with the interaction of the users with the ads.


  1. It is also the job of the account manager to navigate frequently on the web to make sure that all the links of our ads work and send to the optimal site.
  2. Make recommendations on how to improve the user experience on the Ads landing page. It is always possible to improve the purchasing process, minimize the steps or the necessary interaction of the user to get a Lead or whatever our goal.

Your mission now as Account Manager is to adapt this list of optimization tasks for Adwords and complete it to get the most out of each of your accounts with its peculiarities and objectives. It can also serve as a basis for developing your own list of optimization tasks for other PPC networks like Bing or Facebook.

If you already use a checklist for your optimization You can use the comments of this post to tell you what tasks are most useful in your day to day.

Stay alert because this quarter is loaded with posts with tips to get the most out of your advertising accounts.

Written by

Josue Simón

SEM · 07 / 09 / 2017

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