Keep Up Regular Check-Ups and Improvements

Imagine your return on ad spend (ROAS) is steady at 300% each month. That sounds good, but it might not mean you’re earning the most money you can.

Don’t ignore your ads just because they seem to be doing well.

That 300% might be coming from only a few brand-name searches, not from words that bring in many new customers.

Regular check-ups and improvements keep your search ads from getting stuck in a rut.

There’s always work to do, like looking at the “Search Insights” report, checking your “Search Impression Share,” and making sure strange searches aren’t wasting your daily budget.

Also, remember tips #4 and #5: People search differently on phones than on computers, and the time of year matters.

Keep an eye on how these two things affect your ads, especially if you have an older account that hasn’t been updated in a while.