Google AdWords campaign management is a practice that requires regular time and attention to generate the highest click-through and conversion rates.

Best practices start with dedicating time to campaigns at least weekly; several times a week if not daily are even better. Why? Campaign results vary based on:

• The time of year.
• The competition from other advertisers for the same keywords.
• The resulting cost of those keywords.
• The resulting average position of the ads.
• Which leads to the resulting click-through and conversion rates.

Certain categories fluctuate greatly depending on the time of year. Retail during the holidays and travel during good weather are prime examples of seasonal advertisers.

Time of year aside, the number and demand of other advertisers can impact results as well. A surge in competition will force the average position of an existing site down, which invariably cuts the click-through rate. Getting the click rate back up will require a higher bid for the existing keywords or a search for less-competitive keywords.

Whether the campaign manager works with AdWords daily, weekly or several times a week, these habits will result in effective AdWords management.

• Schedule a regular time to make the effort habitual and consistent.
• Look in the campaign reports at the previous day and previous seven days for impression level, click rate, cost per click and average position.
• Watch for trends that show either an increase or decrease in these numbers.
• Examine the performance numbers for all campaigns in total, then individual campaigns, ad groups, ads and keywords.
• Revise and test. Revise and test again.