Do you manage Google Ads campaigns and want to maximize their effectiveness? Whether you're a marketer, brand manager or digital acquisition specialist, a structured approach to your Google Ads optimization routine is essential. In this article, we reveal a clear, step-by-step method for making the most of your advertising budget while improving your results.
With a regular optimization strategy, you can :
- Monitor your performance indicators rigorously.
- Quickly identify what works and what needs adjusting.
- Increase efficiency while minimizing unnecessary expenditure.
At Daware, we've devised a routine that's been tried and tested by our customers. SEA agencyThis is the perfect solution for businesses with moderate budgets, and you can start using it today to achieve your goals with Google Ads.
Why is an Optimization Routine Crucial?
When you manage a Google Ads account, you're quickly overwhelmed by a mountain of data: clicks, impressions, conversion rates, costs, and so on. A well-structured routine is the key to turning this data into informed decisions. It allows you to:
- Manage your campaigns effectively.
- Quickly identify levers for improvement.
- Optimize every euro spent.
Our mantra: "Optimize for impact". - focus your efforts on what generates the most significant results.
Your Complete Routine: Daily, Weekly and Monthly Optimizations
A structured routine is essential to maximize the performance of your Google Ads campaigns. Here are some concrete examples for each optimization step.
1. Daily Optimizations: Sharpen your Campaigns
a. Analysis of search terms
Let's take an example: if you manage a campaign for an e-commerce site specializing in sports shoes, you might find that your ads appear for searches such as "running socks or "city shoes. These terms, although similar, do not reflect the intention of your target audience.
ActionExclude them to avoid wasting your budget on irrelevant searches. This can reduce your unnecessary expenses by 50 % or more.
b. Tracking Google Ads recommendations
Let's imagine that Google suggests adding teaser extensions like "Free delivery from 50€ " or "Free 30-day returns. These recommendations are quick to implement and can boost your CTR (click-through rate) significantly.
Tip: Always check the relevance of suggestions before applying them, especially on automatic auctions.
c. Monitoring performance anomalies
Have you noticed a sudden rise in the cost per click (CPC) on a strategic keyword? Here's an example, "trail shoes for men from €1 to €3.
ActionIdentify overbidding competitors or adjust your bids to stay competitive without breaking even.
Read more: Top 25 - The Best SEA Agencies in France for your Google Ads, Facebook Ads, Bing Ads campaigns
2. Weekly Optimizations: Adjust to Win
Weekly optimizations keep your campaigns on track, while identifying opportunities for improvement. Here are some key actions, enriched with practical tips to maximize their impact.
a. Monitoring key KPIss
Add these essential indicators to your dashboard for weekly monitoring:
- 1st position and absolute 1st position print rates This data enables you to evaluate your visibility in relation to the competition.
TipIf these indicators are low, try increasing your bids for your priority keywords or improve the Quality Score of your ads. - Conversion volume Keep an eye on fluctuations. A sudden drop may indicate a problem on the landing page or in conversion tracking.
A concrete exampleCheck that the tracking code is still active, especially after technical modifications to your site. - CPA (Cost per Acquisition) and CPC (Cost per Click) A sudden increase could signal increased competition or a drop in the quality of your ads.
TipTest capped auctions to contain costs, while monitoring results. - % of budgeted expenditure Make sure your campaigns spend your budget correctly.
Tip: If a campaign is limited by budget, pause the worst-performing keywords or audiences to free up resources for your most profitable segments.
b. Working on Quality Score
A high Quality Score reduces your costs and improves your performance. Here's how to optimize it:
- Filter keywords with a score <7 and identify why they underperform.
- If the problem is CTR, test more engaging ads (e.g., mention a clear benefit or specific promotion).
- If the problem is ad relevance, add keywords directly in the text of your ads.
TipA too generic ad for a specific keyword is often a cause of low Quality Score. For example, for the keyword "waterproof trail shoescreate a specific ad mentioning the sealing feature.
- Improve the experience on your landing pages :
- Check that the keywords are present on the page.
- Speed up loading times (slow pages are bad for your Quality Score).
- Simplify navigation to guide users to rapid conversion.
Advanced tipTest adgroups with a single keyword (SKAG - Single Keyword Ad Group). Although this method requires more management time, it enables ultra-precise targeting and often improves Quality Score.
c. Creation of new adgroups
During your analysis of search termsidentify opportunities to develop your campaigns:
- Identify new high-potential keywords For example, if you manage a campaign for an e-tailer specializing in home decoration, a term like "vintage industrial lamp could emerge.
Tip: If this keyword generates clicks, but your current ads are not specific enough, create a dedicated adgroup with ads specifically mentioning "vintage industrial lamp. This improves relevance and click-through rates.
- Organize your keywords in thematic adgroups For example, for a campaign on sportswear, group your keywords according to specific categories: "men's running clothes, "women's running clothingetc.
- Add exact keywords from high-performance terms If a broad term such as " men's running shoes " generates several conversions, create an exact keyword to optimize your bids on this specific query.
Some Bonus Tips to Maximize Your Weekly Optimizations :
- Automate your analysis with rules and alerts :
Set up rules in Google Ads to alert you to major fluctuations (e.g. CPA exceeding a certain threshold, drop in click-through rate, etc.). - Test ad extensions :
Add or update your teaser, site or price extensions regularly. A relevant extension can increase your CTR by up to 15 %. - Prioritize your efforts :
If your time is limited, focus first on your high-spending campaigns or adgroups. Adjustments in these segments will have a more immediate impact on your overall performance.
By following these steps and applying these tips, your weekly optimizations will become a real performance driver for your Google Ads campaigns.
Read more: Google Ads audit: 10 essential steps to optimize your campaigns
3. Monthly Optimizations: Take a step back
a. In-depth performance analysis
Let's take the case of a SaaS company offering an HR management tool. You notice that your campaign dedicated to the free demo has a much higher ROI than annual subscription.
ActionReallocate part of the budget from the less successful campaign to the one that generates more conversions. At the same time, rework the angle of your subscription campaign to better meet prospects' expectations.
b. Arbitration on keywords and budgets
Imagine you're targeting "SME payroll software and that this keyword generated 80 clicks for a CPA 1.5 times higher than your target.
Action: Pause this keyword, but note it in a list for possible future testing with another bidding strategy.
c. Test your landing pages and ads
Suppose you manage two versions of a landing page:
- Version AA page with a form at the top.
- Version BA page where the form appears after a section explaining the benefits of the product.
After 200 visits, you can see that version B converts 20 % better.
ActionAdopt version B, then run a new test by modifying a key element, such as the CTA or the main image.
d. Adjust your bidding strategies
If you achieved 40 conversions this month with a campaign targeting "online marketing training "switch to an automated bidding strategy such as Target CPA. Make a note of the results to check the impact on your overall cost and lead volume.
Global example: Results after Routin implementation
Imagine you're a marketing manager for a tech startup and you apply this routine. In one month :
- You identify and exclude unnecessary searches, saving 30 % of the budget.
- You optimize a high-performance adgroup, increasing the volume of conversions by 20 %.
- Realign your campaigns by allocating 10 % of the budget to your keywords starsdoubling their impact.
With a well-honed routine, every action, whether daily or strategic, contributes to a better ROI and more effective management of your Google Ads campaigns.
Our Pro Tips for Going the Extra Mile
- Integrate offline conversions Google Ads: report actual sales to Google Ads to improve the relevance of the signals sent.
- Analyze seasonality Adjust your budgets according to search trends or seasonal variations.
- Explore audience insights Use this data to enrich your personas and inspire new campaigns.
Patience and Discipline: The Keys to Success
Optimizing your Google Ads campaigns is an ongoing process. Avoid impulsive decisions; allow time for changes to have a measurable impact. Every action counts, and accumulated over time, they lead to significant results.
Conclusion
A well-structured Google Ads optimization routine will enable you to manage your campaigns with confidence and achieve maximum ROI. Thanks to regular analysis, strategic adjustments and ongoing testing, you'll be able to achieve your marketing objectives with maximum efficiency.
It's up to you!
Want to go further?
At Dawarewe support our customers in two ways:
- Complete campaign management delegate your campaigns to us to guarantee optimal results.
- Personalized coaching Learn how to master Google Ads with our tips, tools and support.
Make an appointment today to find out how we can transform your campaigns. 🚀
