Google Ads: There’s plenty of data you only have access to once you set it up to start collecting. Geo-targeting, ad scheduling and audiences are all fantastic optimization levers… if you set them up.

So get into the habit of expanding your geo-targeting, ad scheduling and audience targeting when you first setup your campaigns, so you have the data when you need it to start optimizing down the road.

Also, get into the habit of setting up negative libraries right out of the gate. Adding one-off negatives to campaigns or ad groups is lazy and inefficient.

Bonus Also: When you finally get big enough, Google “Account Managers” will start coming around giving you recommendations. They’re sales people. Take their recommendations with a grain of salt, and know their goal with you is to get you to spend more.