Create a new version of paste:

How To Use Old Google Webmaster Tools
Another thing I’ve noticed in GSC… when one adds a new domain today you lose the link in the bottom left to “Go to the old version”. 
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So you’re locked out of using tools like Remove URLs. But you can hack a way back to the old version by constructing a url like: https://www.google.com/webmasters/tools/dashboard?siteUrl=https://[YOURDOMAIN/]
Nice trick ! Gj finding that.
Wow, good old google

How to Optimize Your Paid Search Keyword List in 3 Steps

3. Sort your keywords by what matters. In most cases, start with number of conversions.

Which high-volume keywords have the best cost per conversion (or ROI)?
Which high-volume keywords have the best conversion rate?
To make this manageable, look at the top 10 – 20 keywords.

Uncap Priority Bids & Budgets for More Growth

Do you have top performing keywords that are limited by low bids (driving low positions and impression share) or low budgets (driving low impression share and limited clicks)?

Before you even touch bid adjustments, review your campaign themes.

When campaigns aren’t properly themed, high- and low-value keywords compete for the same constrained budget, bringing down overall campaign performance.

Look at the impact on performance when this high-intent keyword set was broken out into its own campaign (with proper budget scaling and ad creative):

How to Optimize Your Paid Search Keyword List in 3 Steps

Isolating the keyword set allowed my team to confidently 10x the spend, which drove 140x more revenue. It also lets us make even more optimizations beyond bid adjustments.

And if you guessed that the keyword set included brand keywords, you’re right. Which is exactly the point.

Group your campaigns by performance and intent, so that each campaign has the correct budget for its objective.

How to Optimize Your Paid Search Keyword List in 3 Steps

Once your keywords are properly grouped together, it’s much easier to see when low bids and budgets are throttling performance.

Increase bids and uncap budgets where you see you’re leaving quality conversions on the table. Search Engine Journal’s PPC Guide has a great primer on how to manage budgets and bidding.

Expand Keyword Coverage of Top-Performing Themes

With your top keywords properly grouped to drive growth with bids and budgets, click over to the search terms tab to see you top drivers.

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(Refresher: Keywords are the words you bid on; search terms are the actual queries that someone types into the search box.)

Your search term data gives you extra insight about what your prospects really want – what’s going through their heads when they’re looking for a solution.

Depending on your keywords and match types, your search terms might be similar to your keyword list, or you may find some surprises.

Here’s a screenshot from an audit where I found a single search term that was responsible for more than 20% of all conversions in the campaigns, but it wasn’t even a keyword in the account. That’s a good one to add!

How to Optimize Your Paid Search Keyword List in 3 Steps

Quick check-in: If the search term is getting clicked and driving conversions anyway, does it really matter that it’s not added as a keyword? Yes!

Adding new keywords lets you optimize for them. (As you find search terms that are not relevant to your offer, add them as negatives.)

Refine Messaging & Customer Experience

Break out new keywords, ad groups, and campaigns that are relevant to your offer. Being intentional about keyword groupings lets you:

Create ads that contain the term. This increases CTR and sets expectations with your prospect why they should click the ad.
Choose the most relevant landing page. This increases the likelihood of conversion and can lift conversion rates.
Improve quality score and relevance. This reduces the risk of not serving due to ad rank, bid limits, budget exhaustion, etc.
Here’s an example of a new ad group that was created using tighter keywords and simple DKI ads for better messaging.

How to Optimize Your Paid Search Keyword List in 3 Steps

The improved messaging drove a 109% increase in CTR and a 39% decrease in CPC.

Another way to improve relevance for high-volume, high-intent keywords is to use SKAGs (Single Keyword Ad Groups).

As you expand coverage and refine relevance, you’ll see big wins get even bigger.

Step 2: Make Big Losses Smaller (Do Less of What Doesn’t Work)

In this section, you’re going to find ways to reduce waste, without making rookie mistakes that limit growth.

Start by going to your keyword tab and sorting keywords by cost.

Which high-cost keywords have few or no conversions?
Which high-cost keywords have the worst conversion rate?
Remove Irrelevant Traffic & Adjust Match Types

You can immediately remove keywords that are irrelevant to your offer and driving up spend, such as this keyword that didn’t match user intent, and spent $24K with no conversions. (Ouch!)

How to Optimize Your Paid Search Keyword List in 3 Steps


For keyword optimization especially, this includes learning to tell the difference between a symptom and a cause.

How to Optimize Your Paid Search Keyword List in 3 Steps

Remember, paid search is not just about “buying traffic” or finding “profitable keywords.” As I like to remind people:

“Paid search puts your best offer in front of your ideal audience when they’re most ready to take action.”

When you optimize your keyword list correctly, you optimize your offer, your audience, and conversion rates at the same time.
All sitemap files will be imported together and given to Googlebot as one, big set of data. Or, as Mueller puts it (emphasis mine):

“All sitemap files of a site are imported into a common, big mixing cup, lightly shaken, and then given to Googlebot by URL in the form of an energy drink. It doesn’t matter how many files you have.”

Related: How to Use XML Sitemaps to Boost SEO

According to how Mueller describes the process, Googlebot never ends up knowing how many sitemap files a site has because all it receives is a list of URLs. Therefore it doesn’t matter how many sitemaps a site has, because Google reads it as all one file anyway.

One thing that does matter, Mueller adds, is providing Googlebot with information regarding the last-modification date. Mueller says site owners should be providing this information, and then making sure URLs in the sitemap files have the same date.

The last-modification date can be a useful signal when used correctly, Mueller continues in another comment. It’s not useful to use the data/time of when a sitemap was generated as the last-modification date, as that’s not actually when the primary content has changed.

Related: How to Update Sitemaps After You Change Your Content

SEOs and site owners should also be mindful of servers that return a dynamic last-modification date for all URLs, as that’s not useful either.

Questions & Keywords: How Should You Optimize Your Content?
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People turn to Google for just about everything these days.

Whether it’s to buy something, learn about something in-depth, get a quick answer, or simply pass the time, Google is the primary stream of information for the vast majority of people living with an internet connection.

To be precise, Google makes up 92.19% of the search engine market share.

The constant quest of SEO professionals is to get their content matched up with the search queries it answers.

But how has this task changed over time?

While there can be books written on this subject, the general consensus is that search queries are becoming longer, more specific, and conversational.

In many cases, a portion of this shift can likely be attributed to the rise of voice search.