Study first
Review the ideas behind the questions
These notes cover the campaign decisions that need diagnosis: structure, search terms, bidding fit, conversion goals, budget pressure, and relevance.
Structure and targeting
Google Ads Search campaigns work better when keywords, ads, and landing pages stay tightly connected. Similar keywords usually belong together so the ad and page can match the search intent.
- Group similar keywords into focused ad groups.
- Use match types to balance control and reach.
- Review search terms to see the actual queries that triggered ads.
- Use negative keywords when searches are not relevant to the offer.
Bidding, budgets, and goals
Smart Bidding can optimize for conversions or conversion value, but the campaign still needs useful goals, enough conversion signal, and a budget that matches the objective.
- Choose bidding around the business outcome you want.
- Conversion goals should reflect the actions that matter.
- Conversion values should reflect relative business value when value-based bidding is used.
- A tight daily budget can limit how often ads serve during useful demand.
Diagnosis and cleanup
Intermediate optimization is usually diagnostic. Look for mismatches between query intent, keyword theme, ad promise, landing page relevance, and the conversion action being optimized.
- Quality Score is a diagnostic tool, not the main KPI.
- Search terms can reveal irrelevant traffic and new useful keyword ideas.
- Low landing page relevance should trigger a page and message review.
- Do not scale spend before checking whether the traffic can convert.