When you are auditing a large Paid Search campaign, it can seem pretty daunting. There’s so much data available in so many different campaigns and adgroups that it is hard not to get Analysis Paralysis before you even start. If you need some tricks to fix your Paid Search campaign, I’ve come up with a few areas you can target right away that can make a huge difference.



Negative Keywords: Take a look at which Search Queries have been generating a high level of impressions while not generating many clicks. If you organize the data this way, odds are you will find a number of search queries that have nothing to do with your product.

Ad Offers: If you look within each Ad Group at the ad content and the offers they show, you can sort by spend and then see which ones best convert. Every campaign will have a number of ads that do not work out at all, and once you have tested them out be sure to prune them so you don’t waste money. It is crucial to look at conversions, as getting clicks is great but those clicks are not a true indicator of whether or not your ads are persuasive.

Geography: Tightening up the geography in which your ads show up can save you a lot of money on unwanted clicks. Many people set up their campaigns and show their ads to the world when all they really want is to advertise to their local city!

Keyword Specificity: Another error novice Adwords users commit is to use very broad, generalized keywords. While “sales” might describe an aspect of your company, this keyword is going to be very expensive and less efficient than a long-tail, more specific keyword, like “sales management software”. And not only will it be cheaper, but the user that clicks through has a higher chance of converting as they more likely looking for your product/services.

Of course, there’s hundreds of other ways to manage a Paid Search campaign, but these are some conventions I look at whenever I audit or inherit an SEM campaign.

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