Google AdWords Optimisation Checklist

Your Google AdWords account is running. You’ve setup targeted campaigns, tightly formed ad groups and well written ads. You’ve created goals in Google Analytics and imported them into AdWords. So what now? Watch the money roll in? Not quite.

With so many moving parts in an AdWords campaign it’s important to stay on top of it. Getting the most from your AdWords budget requires the kind of attention to detail and management methodology that only a top PPC Agency can offer.

Bear in mind, how we optimise an AdWords campaign will depend on how long the campaign has been running. For example, in the case of a new account the immediate goal would be to ensure the account is structured correctly. This is crucial to the long term success of the campaign.

Also, when working with a new campaign, it is paramount that you know what you are optimising for. What are your KPIs? Examples might include:

  • Cost-per-Conversion
  • Conversion Rate (although not always reliable)
  • Clickthrough-rate
  • Number of Conversions
  • Number of Clicks



We optimise our Google AdWords campaigns on a weekly basis and look at the following in great detail:

  • Focusing on improving keyword quality score
  • Shifting budget to the highest converting keywords, times of day, locations and devices
  • Refining our negative keyword list
  • Deleting underperforming keywords
  • Split testing ads
  • and much more


We don’t get to work with every business that enquires, but why not say “Hey”, and fill out the Contact Form above? You’ve everything to gain.

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