Maintaining your Ad Campaign - #seopodcast 179

Add negatives at the campaign level so they apply across all ad groups. If you have a large negative list and need more precision, add negatives at the ad group level instead. Pair negative keywords with the right match types to block irrelevant traffic without cutting off valid searches.

Pause campaigns that are spending but not converting, and move that money toward campaigns that are generating leads. Also consider shifting to Bing, where cost per click is lower and the audience may be closer to a purchasing decision, then monitor and reanalyze results.

With a small budget, ads shown all day run out of money by midday, leaving no coverage for the rest of the day. Scheduling ads to run during peak conversion hours, such as 9 to 3 for phone-call-driven campaigns, ensures the budget is spent when it is most likely to generate results.

AdWords lets you target desktops, mobile phones, tablets, and specific tablet types. For services where need is immediate, like windshield repair, targeting mobile devices is critical because users are likely already on the go and ready to make a decision right away.