The objective of this SOP is to optimize Google Ads search terms to ensure campaign success by focusing on relevant keywords and eliminating irrelevant ones.
Key Steps In Optimizing Keywords In Google Ads
- Daily Data Review:
- Review the search terms data daily to identify relevant and irrelevant keywords.
- Identify Must-Have Terms:
- Identify the keywords that must absolutely be in the search query, such as IT, technology, cyber security, etc.
- Use “Contains” and “Does Not Contain” Filters:
- Use the “Contains” filter to identify desired keywords and the “Does Not Contain” filter to identify irrelevant keywords.
- Add Negative Keywords:
- Add irrelevant keywords identified in the “Does Not Contain” filter as negative keywords to improve campaign performance.
- Repeat Process:
- Repeat the process over the first two weeks of the campaign to continuously optimize search terms.
Cautionary Notes To Consider
- Ensure to regularly monitor and adjust search terms, especially in the initial weeks of the campaign.
- Be cautious when adding negative keywords to avoid excluding potentially relevant traffic.
Tips For Google Ads Efficiency
- Focus on specific terms that align with the business or brand to improve relevance.
- Prioritize non-branded search terms over competitor terms for better performance.
- Regularly review and update search terms to maintain campaign efficiency and effectiveness.