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After a couple of days when you have first data from your advertising, you should come back to your

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account and identify things.

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You can improve and implement changes.

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This should become your habit because it is a never ending process if you want to maximize your results.

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What is your goal for Google ads optimization task?

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You simply want to have the most conversions and the lowest possible cost of advertising.

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First thing you can do to achieve that is to go to the campaign.

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Stop here.

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You have the overview, how much you spend for each campaign, how much conversions it generated and

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what was the cost per conversion.

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You can choose the data engine, that top right.

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For example, this campaign generated a lot of conversions and the cost per conversion is low.

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It's worth adding more budget to that campaign, which you can easily do by clicking on the pencil icon.

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At the same time, this campaign is quite expensive and not performing well, we can try to lower the

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budget for it instead of increasing or decreasing about it right away.

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It may be a better idea to look inside these campaigns before and take what may be the reason for good

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or bad performance.

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Go to disarticulated step.

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You can trade data for all campaigns at once or you can do it for individual campaigns or other groups

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by first clicking on them on the left panel and then going to the search keyword stop.

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In this stop, you have access to different metrics for all of the accuracy used in your campaign.

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Start with starting bank conversions and see which keywords bring you the most conversions and also

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whether these keywords have profitable cost per conversion.

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One of the most common strategies for optimization is to take out the best performing keywords from

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a particular campaign and move them into a new campaign which could be named best performing keywords.

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This separate campaign would have more budget assigned and even higher keywords beats if you beat manually

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at the same time, you would lower budget and bids for other campaigns.

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This will bring you even more conversions in this new best performing keyword campaign.

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You can also include keywords with the lowest cost per conversion.

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Before starting by this column, you can apply a filter to show only keywords with at least three conversions.

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At the same time, you should also identified keywords which are eating your budget with little to no

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effect sold by the keywords with the highest cost per conversion.

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If you think they are still worth further tests, you can change their match type to be more strict.

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For example, you have about match type and you change it to price or exact match simply by clicking

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on edit and choosing a new match type from the dropdown.

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You can add or remove certain words from a keyword to see if it helps, you can change the text of ads

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connected with these keywords or a landing page that is displayed after click look at different available

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metrics.

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If a keyword has low interaction, right, then your ad may not be suitable for people who are typing

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this keyword.

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If interaction rate is high but conversion rate is low, it may be due to an unattractive landing page.

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For my experience, if accurate is still not performing well.

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After implementing a couple of changes, you should remove these keyword from your account.

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You do it by clicking on all of the low performing keywords.

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And then remove.

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This will help you to save a ton of budget.

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Also go for other types and identify where you can make improvements.

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Each of the tops can bring you insights and gives you the potential to optimize.

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For example, go to devices tap.

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You can see that a computer device for this campaign brings you a lot of conversions, has low cost

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per conversion and high conversion rate, you can use a feature called orbit adjustment.

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You can decrease or increase a bit by a specified percentage amount.

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In this case, we want to increase by 25 percent and it should give us even more conversions at still

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attractive cost.

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Let's start by the cost per conversion, we can see that mobile phones for this campaign performed really

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poorly.

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Let's decrease the bid by 50 percent.

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You can follow this process for locations, audiences and demographics, since this is very similar.

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I will not show that then if you use other match types, that exact match, you should often visit search

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times report.

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You can even at a filter not to show exact match keywords by clicking on the filter, then match types.

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And then select all except the exact Matt.

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This report shows what were the exact queries entered by the people who saw your art select all of the

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keywords that are irrelevant to your business.

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And Adam got the keywords.

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They can be added on the aid group or campaign level or to your list of negative keywords.

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Make sure you choose the correct match type because if you will, RTR negative keywords as a broad match,

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they can prevent a lot of valuable keywords from displaying Kiraz.

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You can certainly buy interaction to first deal with queries that are irrelevant and cost you most money.

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On the list of search terms, look also at items that may be valuable to your business, other filter

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others exclude none and apply to terms that are not currently in any of your outgroups.

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If you find a search term that can be valuable for your company, you can select it.

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And as a keyword.

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While optimizing Google account, you should test as much as possible, you can assume certain results

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of changes you make, but actual data verifies those assumptions regularly.

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Add new ads to your account and compare the results with all their ads at all.

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Remove ad extensions, improve your landing page, change your contact form to be simpler, change the

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color of a button and locations and see how it affected your advertising.

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Lastly, you can visit the recommendations tab and see what Google suggests to improve performance of

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your account.

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They are divided by different categories and budget recommendations and targeting recommendations and

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so on.

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In most cases, you can easily apply suggested changes by clicking on the apply button.

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Just remember to be careful as these changes are not always in your best interest.

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We covered a lot of optimization tasks you can do to generate more money out of Google search advertising.

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The most important advice is to never stop optimizing with time.

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Your account will be better and better.

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In the next video, we will take a quick look at Microsoft ads, which is one of Google's US competitors.