Also the most advanced Google Ads accounts need a decent, once in a while, cleanup. And what better time than a new year to do so!?
In this guide, I’ll walk you through the steps you need to send a quick refresh to your Google Ads account for the New Year. And once you’re going through those motions, you’ll realize it doesn’t really take that long to give your account a good gut check. Even going through these steps regularly can also be a good idea. With the improved outcomes and reduced wasteful spending that comes from this exercise, you’ll realize it’s worth your time 100 percent!
A brief reminder of their efficiency
Until we get through the six steps I just want to remind you that a high quality score is one thing that ALWAYS strives to achieve. If you are not already aware of this, a high quality score will increase the chances of seeing your advertisements and will decrease the amount you will have to bid on them.
Come up with a list of KPIs (if you do not already have one)
Your main performance indicators for Google Ads, or KPIs, are the measures you use to assess how good you find your Google Ads to be. Every business has different KPIs depending on what they expect from Google Ads to benefit. For example, if your main objective is to get people to your website, clicks and click-through-rate (CTR) will probably include some of your KPIs. And, if web downloads are your focus, some KPIs may include installs, conversion levels and cost per conversion (AKA cost per practice, and CPA).
And, as long as you know what your expectations are from Google Ads, you’ll get a list of KPIs to come up with.
Each not sure what are your KPIs? Google Ads Grader by WordStream will help you find out where to concentrate.
Pro tip: Build a saved collection of columns displaying the metrics you most care about (KPIs). By displaying every data collection (campaigns, ad groupings, advertisements, etc.) at the top left of the chart you can see a “columns” click. Click on that and pick “Modify columns.” Here’s where you’ll make sure your KPIs and any other metrics that matter to you are picked.
Once you’ve configured the columns as you want, save the set of columns and give it a name.
Identify Poor Efficiency KPIs
You may need to think about the value a given action is worth to your company in order to have a amount to aim for (and know when something isn’t right. For instance, if someone downloads your content, what value does this bring to your company? So how much do you want to pay for that? Your target CPA is the number which comes to mind.
Other common KPIs than CPA include quality score, CTR, conversion rate and share of impression. You can only try to keep improving each of these indicators based on historical results, rather than having a precise number to continuously aim for. It’s important to check on them, though.
When you are struggling to come up with goals to reach for, it can be beneficial to look at the averages for your industry rivals.
It’s important to bear in mind that the metrics can vary depending on what you’re promoting. For instance, if one campaign promotes a download of material, and another promotes a demo request, then the campaign with a demo request is probably more valuable and has a higher average CPA. These two acts may both be considered as “conversions,” so monitoring KPIs on a campaign-by-campaign basis can be helpful.
So, you have marked off KPIs, now
In the remainder of this article, I’ll go over steps you can take to boost your account’s overall performance. But in your account there are several ways to make changes to different points of pain.
If your CTR is low, you’ll want to work on your ad copy
If all in your account looks pretty good but your CTR is super small it’s most likely because your ad copy doesn’t resonate with your audience. Work it on!
Act on landing pages to a weak conversion rate
So users click on their advertisements and land on their landing pages but then they don’t move. Probably, the landing pages need to clean up.
Other methods aren’t as clear as these – read on.
Revise your bid plan
As you might know, Google Ads has two main types of deal strategies: manual bidding and automated bidding.
On the campaign stage, tendering strategies are regulated. Select “Settings” under every program to turn over. Click “Adjust bid strategy” under “Bid” tab. Once you press, you will see the following options:
There are both benefits and drawbacks to automated and manual bidding, and I would not suggest knocking either technique until you’ve tried it. Best still, you don’t have to use the same bid technique in your account for all campaigns.
A less time-consuming automated bidding technique. You’ll need to let Google know what you want to concentrate on with this bidding strategy: sales, conversion interest, clicks or sharing impression. When you select an option, you will be prompted to fill in some details based on your aim or maximum expenditure, whichever objective you focus on. And there you trust the Google algorithm to change bids for you based on their predictions of success.
On the other hand, you have the option to determine yourself with manual bidding the ad groups and keywords you would like to change bids based on your own performance analysis. This choice therefore gives you greater control over your offers. So, your decision on the bid strategy to use ultimately depends on how much time and energy you are prepared to spend on bidding, and how much control you want over your bids.
Using any malicious keywords
One of the best ways to reduce unnecessary spending inside your Google Ads account is to incorporate derogatory keywords. As the search terms that result in your ad being shown are constantly evolving, it is important to look through them, pick the super insignificant ones and add those as negative keywords. You may want to suggest providing negative lists of keywords for will campaign, and a list of keywords for your entire account.
Pro tip: If a specific subject appears in your search terms and is not relevant to the advertisements for which it is displayed but is important to your company, consider developing a new campaign / ad category for that issue.
Attach a rethinking audience
You will be able to update your Google Ads account by adding retargeting audience as long as your site is tagged with Google’s monitoring pixel and your website gets enough traffic to satisfy Google’s requirements.
A retargeting audience reveals your ads to people who have used your site before. Such publics are designed at the stage of the program.
Creative ways to retarget your website visitors are also a smart idea — this is an simple way to reach people who have already shown interest in your brand, product or services. You work for a warmer crowd, as in, that is more likely to convert. Remarketing campaigns mostly work well with display ads, but use of this strategy for search campaigns is also great — try it out.
Allow modifications to bids on apps
A perfect way to monitor the bidding is to make bid changes based on their results on the computers. That’s regulated at the level of the campaign or ad party. You can change system settings by heading to a campaign and clicking on “Devices.” Make sure your columns are configured to display your KPIs (remember those, all the way back in phase 1?) and compare performance data with each system. Then, the bids increase or decrease accordingly. For example, if mobile devices have lower CPCs and higher conversion rates than computers, you’ll either want to raise your bid on mobile devices or lower your bid on computers.
Please remember to take notes!
You’re sure to kick off the New Year by following these six steps with a high-performance Google Ads account that helps you achieve your business goals! When making several changes to your account, it is important to make sure that you keep close tabs on the places where the changes were enforced. If you have a relatively broad Google Ads account, choosing three or four campaigns is a smart idea to search on at once to avoid getting overwhelmed. Anyway, I would suggest that you create some sort of document and select the first three to examine and take notes on. I like using Google Sheets, because Google Ads allows you to export data and provides Google Sheets as an export option.
Through making notes and beginning with a couple of promotions, you can determine whether or not the new approach is working and make changes accordingly. Merry Europe 2020!