How to Optimise Your PPC Campaigns Weekly

Successful PPC management isn't about making huge changes once a month - it's about making small, consistent improvements every week. Even 5% weekly improvements compound into major performance gains over time. Here's your weekly optimization checklist.

Search Terms and Keyword Management

Start with your search terms report every Monday. This shows you exactly what people typed before clicking your ads. Add irrelevant terms as negative keywords immediately. If you're selling running shoes and people searched for "dress shoes," add "dress" as a negative to prevent wasted clicks.

Review keyword performance and pause underperformers. Look for keywords with high cost and low conversions over the past 30 days - that’s a sure sign they’re not working. Don't be afraid to pause keywords that don’t convert - you can always turn them back on later.

Play with new keyword variations using high-performing search terms - if "women's running shoes size 8" is converting well, try adding "ladies running shoes size 8" as new keywords.

Bid Adjustments and Ad Performance

Adjust bids based on device and time-of-day performance. If mobile traffic converts 20% worse than desktop, reduce mobile bids by 20%. If you get more conversions between 9 AM and 5 PM, increase bids during those hours and decrease them at night.

Check your ad copy click-through rates and try new variants for underperforming ads. If an ad has been running for two weeks with a CTR below 2%, write a new version. Test different headlines, benefits, or calls-to-action - because what you’ve already got isn’t working.