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If your Pay-Per-Click campaign has been online for a few months and is consistently generating strong click and conversion rates, congratulations!  That’s awesome.  But before you get too comfortable with your success, take a moment to step back and reflect. 

There are simple steps you can take that are outside of the obvious keyword, ad copy and landing page optimizations that will help take your campaign to the next level. 

Check out the list below if you need a little inspiration with your optimization:

1. Pull a search query report. 
Go to your Keywords tab and look for the “See search terms” drop down box and select “All”.  This will show you a complete list of search queries that triggered your ads.  Use this information to inform your keyword match types and to inform additions or changes to your keyword list.  This is also the perfect place to identify negative keywords that you may not have on your list.

2. Pause ads with low quality scores. 
Keeping these keywords live will impact your campaign long term.  A low quality score will effect your cost-per-click and your positioning.

3. Refine your geo-target. 
Pull a geographic performance report.  See which areas are converting better than others.  Pause regions with high cost-per-conversions.

4. Integrate Google Analytics with your landing page or website. 
Learn what clickers are doing after they arrive at their destination.  Does that information change your message or your strategy?

5. Optimize your content network placements. 
Go to your Networks tab and show the details of each placement.  Pause the placements with high impressions and low clicks or the placements with high costs and low conversions.  If you need to get really granular with your content network optimization, it may be necessary to create a separate content network campaign.  Group your keywords in even more tightly themed ad groups and target more specific placements. 

Do you have any other tips to share?

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