OPTIMIZATION SCHEDULE (not specific to an advertising objective)

TYPE FREQUENCY SITUATION RECOMMENDED ACTION

Tune Weekly Non-converting search terms Negative exact match keyword in the same ad group

Expand Weekly Converting search terms Bid directly as a keyword, in all 3 match types

Tune Every 2 Weeks Non-converting keywords Reduce bid to $0.10 if relevant to the product;
Pause keyword if not relevant to the product
Tune Every 2 Weeks Unprofitable keywords Gradually reduce bid to breakeven CPC in $0.10 increments;
Observe for 'sweet spot' bids that combine lowest CPC with orders

Expand Every 2 Weeks Profitable keywords Use as a seed keyword for directly relevant keyword research;
Use as a seed keyword for competitor keyword research

Tune Monthly Compare match types per keyword Identify the high- performing match type per keyword;
Pause the non- or low- performing match type per keyword