Optimizing Ad Performance

Step 1: Record Your Current Performance

Go to Google AdWords and answer the following questions about your best-performing campaign

• When did you start the campaign? 
• How many clicks has it had? 
• How many impressions has it had? 
• What is the average Cost per Click (CPC)? 
• What is the average ad position? 
• What is the conversion rate? 

Step 2: Identify Changes for Keywords and Ads

2.1 Read the following sections in: Improve Your Keywords

Use Negative Keywords to Eliminate Unwanted Clicks
Avoid Using Overly Generic Keywords
Use Appropriate Keyword Matching Options to Control Who See Your Ads
Expand Your Keyword List to Gain More Traffic

Read Improve Your Ads

2.2 Identify changes you can make in the following areas to improve campaign performance:

• What Keywords do you want to add, delete, or pause? Why?

• What Ads do you want to add, delete, or pause? Why?

Step 3: Test

• Stop your campaign 
• Make the changes you suggest in Step 2 (document these changes)
• Restart your campaign 

Here is the list of useful videos and articles

Videos and Readings:

Monitor your ads and keywords
What is Optimization

Ads:

Improve Your Ads
Use Keywords in Your Ads to Make Them More Relevant
Add a Call-to-Action To Your Ads To Encourage Conversions
Direct Potential Customers to the Most Relevant Page on Your Site
Include Unique Selling Points to Make Your Ads Stand Out
Write A Compelling Headline
Test Your Ad Text Changes

References:
Monitor your ads and keywords
Find Relevant Keywords Using the “See Search Terms” Report
Delete Duplicate Keywords
Optimization Center
101 Ways to Make More Sales Online
How to Get Google AdWords & 10/10 Quality Score