For a client to achieve the maximum results for their investment, their Google Ads account has to be monitored and optimized on a regular basis. This consistent review helps ensure the account is performing well and achieving the goals that the client wishes to accomplish.
Optimization is an invaluable step in the process for every client, and includes management of all parts of the account from top-to-bottom. Each individual piece of the account, from campaigns and campaign settings, to ad groups, to keywords or negative keywords, to targeting parameters and geolocation settings, to individual ads and their A/B tests are analyzed for any opportunity for improvement, all the way to bids and bid adjustments. Individual ads are reviewed for copy and imagery improvements and changed as necessary. In short, if any piece of the account can be optimized, it is monitored and adjusted as necessary.
Similarly to implementation, Monitoring & Optimizing is an ongoing step in the process, as there are always opportunities to find more account improvement.
With each set of monitoring and optimization, I then complete Monthly Reporting, the next step in the process.