The campaign tune-up feature analyzes your campaign’s keyword settings to find a way to improve ROI.
Campaign tune-up helps you find:
bids for all of your Sponsored Search keywords that can help improve your ROI,
the more effective match type for each Sponsored Search keyword to improve relevance, and
a daily spend rate that can help you avoid prematurely exhausting your monthly budget.
This way, you can help create a better-performing campaign.
Whenever you decide to run it, tune-up analyzes your campaign together with your stated performance goals. After finishing the analysis, tune-up generates a proposal that contains a set of keyword bids, associated match types (Advanced or Standard), and a daily spending limit. It’s then up to you to either accept the proposal and have the proposed changes applied to your campaign, or to reject it. Nothing is changed until you say so.
If you do apply the proposal, you can still change individual keyword bids afterward. You can also run additional tune-ups whenever you want.
Not every advertiser has optimization enabled for their account. Thus, you might not have access to the features described on this page.
If your account supports optimization, you will only have access to the tune-up feature when optimization is turned off.
Note: Full optimization automatically analyzes and adjusts your campaign settings everyday. Read more about their differences in Using Campaign Optimization Instead.
Tune-up only applies to Sponsored Search keywords. Before starting tune-up, you must turn on Sponsored Search for your account and campaign.
Tip: If your campaign includes Content Match ad groups, tune-up leaves their bids unchanged during the analysis. Consider setting up a campaign that uses the Sponsored Search tactic only, and another campaign for Content Match. Separating campaigns by tactic can make it easier to allocate budget effectively.
Opening the "Tune Up Campaign" Page
To open the Tune Up Campaign page
Click the Campaigns tab.
In the campaign list, click the name of the campaign you want to tune up.
In the Campaign details page, click Tune Up Campaign.
This opens up the first page in a multi-page tune-up workflow.
Tune-up performs on-demand analysis of your campaign. It looks for ways to adjust keyword bids, corresponding match types, and daily spending limits to help optimize your campaign according to your performance goals. After you specify your campaign’s performance goals, you can initiate tune-up.
Tune-up runs in the background. On start-up, tune-up takes a snapshot of your campaign’s current settings, and then begins the analysis. For all Sponsored Search keywords, tune-up establishes bid and match type proposals that best meet your performance goals and specified monthly budget. The analysis also factors in your campaign’s performance history and estimated future performance.
When the analysis is finished, tune-up displays an alert. At that time, you need to review the recommendations, and decide whether or not to accept or reject the entire proposal. If you accept it, tune-up updates your campaign with the proposed changes.
What you can do while tune-up is in progress
Because tune-up runs in the background, you can continue to work with other campaigns in your account. However, we recommend leaving the campaign that’s undergoing tune-up unchanged. Read more about this in Important Best Practices during Tune-up.
If you have Content Match turned on for your campaign
Keywords set up for Content Match remain unchanged. The tune-up proposal does, however, factor your Content Match budget into the proposed daily spending limit.
The workflow comprises these two phases:
Here’s a summary of what you need to do in each phase.
Phase 1: Configure and start tune-up
Workflow step #1: Optionally download your campaign to save its current settings including bids.
Workflow step #2: Define your performance goals for tune-up, which include the:
Workflow step #3: Initiate tune-up analysis.
Phase 2: Review the tune-up proposal
Workflow step #4: Wait for tune-up to generate the proposal. You’ll receive an alert when it’s ready. Open the proposal and review the analysis:
Important Best Practices during Tune-up
Adhere to the following recommendations when you tune up a campaign.
Do not change the campaign undergoing tune-up
Because tune-up analyzes your campaign based on the keyword settings you have at start-up, do not delete ad groups or keywords, or move them out of the campaign, while the analysis runs in the background. Before making changes, wait until after you decide whether to accept or reject the forthcoming tune-up proposal.
Review the proposal soon after completion
We recommend reviewing the proposal and making the decision whether or not to accept it as soon as possible. The less time there is between running the tune-up and applying the proposal, the more effective the proposed changes can be. If you wait too long, your campaign’s performance history can change enough to warrant a new tune-up and revised proposal. If this scenario is likely, consider using campaign optimization instead.
To initialize tune-up
Using Campaign Optimization Instead
Tune-up is a one-time analysis that you can initiate and apply again and again. If you would rather have your campaign settings automatically adjusted on an ongoing basis, use the campaign optimization feature instead. This way, you won’t have to manually apply changes.
Campaign optimization monitors actual campaign performance and continually adjusts such settings as keyword bids, keyword status, corresponding match types, and daily spending limits to help maintain peak performance. If you turn on campaign optimization after running tune-up, the optimizer automatically adopts the performance guidelines you specified for the tune-up process. However, the optimizer will accept more detailed guidelines that can be more effective in helping you target your business goals.
To learn more about campaign tune-up, see: