Ongoing work.
WHAT TO DO WEEKLY
Review the actual searches that triggered ads Add negative terms Check spend against enquiries Pause anything clearly not working
THE SEARCH TERMS REPORT
The most valuable thing in the account.
It shows what people actually searched, which is frequently not what you expected.
WHAT YOU WILL FIND
Searches costing money that could never convert.
Add them as negatives.
WHAT TO DO MONTHLY
Review cost per enquiry Compare terms against each other Shift budget toward what works
WHAT TO PAUSE
Terms with substantial spend and no enquiries.
Give them enough clicks to be meaningful first.
WHAT TO EXPAND
Terms producing enquiries below your target cost.
WHAT NOT TO DO
Change many things at once Judge a term on five clicks Leave the account running unattended
THE UNATTENDED ACCOUNT PROBLEM
The most common way advertising money is wasted.
