I'm running a campaign for my business and I'm spending almost $1,000/month. I would really like to start optimizing my campaign. I feel there is a lot of potential I'm missing. What is your AdWords Optimization process? Where do you start optimizing a large campaign that has been running and has lots of data? I'm not ready to optimize my landing page yet, just the AdWords stuff.
Hopefull you should get lots of good responses on this, but this is what I do: 1) Adcopy split testing A/B - run 2 ads to see the conversions 2) keywords performace - this opens up a whole optimization routines: a) Find new negative keywords if any b) Dedicate 1 keywords per adgroup per match type on performing keywords c) Adjust bids - if you see a keyword with some conversions however you are breaking even on that or slightly loss , bring it down to the past avg + 1 penny. Make sure you are optimizing your whole compaign to lowest denominator - keywords.
Things I'd look at, (in order): 1) Structure of account 2) Splitting match variants into separate campaigns 3) Looking at past data to find negatives and add them into broad match camapigns 4) Using your linked Analaytics account to look at your conversion figures - booking funnels etc to see where you can improve conversions 5) Set some limits for what you consider poor and good performing KW's - run reports and isolate these - taking your best performing KWs into their own ad groups (or with other tightly related phrases), and truning off poor performing KWs 6) Split test ad texts