1. Keywords are your friends
2. Marry your ad copy with your keywords
Yep, that’s right! You have to marry your ad copy with your keywords by infusing them in headlines and descriptions. Short phrases in the headlines are ideal for good ad copy.
Try creating headlines using your keywords. Feel free to brag about your business in descriptions. There must be something special about you and your business. Highlight it but don’t lie.
3. Reports are boring but essential!
Have a weekly (or monthly, depending upon how busy you are) analysis of your campaign performance. Observe the weekly (or monthly) trend of your Clicks, Impressions, Clickthrough-Rate (CTR), Conversions, Conversion Rate, Cost report and try to find out why they are the way they are. If they are going up, that’s a good sign. But if they are not, you better have a look at the search term report and mind wanna update your keyword list and ad copies.
4. Content is the King. Period.
Having good quality content is not only going to help you with improving your SEO but also help your potential customers to spend time on the website and know more about your business. By providing relevant information and solutions to their concern, it could increase the chance to get you the business. Focusing on keywords and providing information about your product/services are the best practices.
5. Most importantly, have patience.
Digital marketing takes time and patience. Nothing can be achieved overnight. You might have to try hundreds of multiple versions of keywords, ad copies, bidding strategies, targeting to get your desired results. Have patience, the results will come. Do not stop yourself from trying new things or improving your product or service very often. DON’T QUIT!
Conclusion: These basic strategies can help you with maintaining your ad campaign more effectively, specially if you are a small business or start-up.