Ok, so thanks to Part 1, you’re up on AdWords with a basic keyword set that is highly relevant to your business and some performance data. We’re ready to begin the optimization process!
It’s important to get as granular as possible when looking at the data. You can take a look at keyword performance and adjust the bids up or down depending on what is working for you, but a main point to keep in mind with paid search is that it is all about the actual search queries, not the keywords (which are really just sets of queries).
If you take a look in the Dimensions tab, you’ll have the option to see performance data for searches users entered under View: Search terms, as seen below:
Here you’ll find a list of all actual search queries that you’ve been serving ads for. There are two major action items: