Shimon Sandler takes readers through optimizing a pre-existing (and likely underperforming) AdWords campaign step-by-step, starting with downloading the Keyword report for a previous time period. Sort
the data by your chosen success metric (cost-per-conversion, CTR, etc) and then port it to a new Excel spreadsheet. Now comes the keyword-based trimming.
"Only use the keywords that
converted from the previous time period," Sandler says. "This is effectively cutting away all the excessive 'no results' keyword spending." Bundle the keywords into ad groups, craft fresh copy for
each--with two ads per group so that you can split a/b test. One thing you may not want to change is the CPCs for each term, as you'll be able to see how they're performing and bid manage accordingly.
The rest of the process involves monitoring the ads and shifting factors like spending, grouping, copy and match types as appropriate.
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