Through trial and errors, we have devised UAWC six-step routine, which helps to maintain and grow Google Ads accounts.
Routines matter because the key to success is not in some super formula, but in small repeatable steps that you need to take in order to prune your targeting and offer.
Here is what we do in each Google Ads account twice a week:
1. Do we meet monthly budget?
There are 2 reasons to check budgets frequently:
- Make sure that we do not overspend.
- Be sure that profitable campaigns are not limited by budget. Even in not profitable campaigns, it’s better to limit CPC instead of decreasing budget so you can get more clicks within same budget.
To check how much did you lose due to budget restrictions, add two additional columns on campaign level:
- Display Lost IS (budget)
- Search Lost IS (budget)
2. Check if we achieve projects goal.
If not achieving goal, raise a red flag and perform full google ads audit.
3.Check search terms report.
Access your search terms report under a keyword tab.
It’s valuable to filter search terms by CPC and cost to focus only on most important queries. Usually 10-20% of search terms spend 80% of your budget.
As a result you will add new negatives on a shared library level.
If you have a lot of data simplify work bu utilizing our script.
4. Check CTR.
If CTR is lower than 3% on Search Network, it’s an indicator of low traffic relevance or weak copy.
If your search report is relevant, then you should focus on your ad copy and extensions.
The good news here – you don’t have to perform any A-B tests!
Google is interested to get more profit so they invest a lot in their internal mechanism. All you need to do is to set correct rotation method to
Set your method of rotation to “optimize for clicks”:
or “optimize for conversions” (if you have enough conversion data) and let Google split test your ads – believe me, their algorithms are clever enough!
A long time ago I wasted lots of time with different A-B tests. But then I realized that I would never be able to take into consideration all factors, such as: screen resolution, time of day, or location, in order to choose the best performing ad. And since the AdWords team is also interested in getting you more clicks from the most relevant ads, I am sure that their algorithms are clever enough to get you good CTR:
Add new extensions.Google AdWords is constantly adding new types of extensions, to ensure that you are constantly adding all of them, otherwise your competitors will do just that and your ads will look much smaller compared with other participants of auction:
5. Bidding. We have tested lots of bidding tools, including Marin software, but ended up using Google bidding strategies. In each campaign, which has at least 30 conversions a month, we test Target CPA bidding.
In all other accounts we are using labels creating different segments of keywords based on conversion rate. Each month we compare how different segments are performing.
6. Filter by CPC and cost to make sure that budget is not wasted on unprofitable terms. So many times I’ve seen situations when 1 or 2 ‘not very relevant’ keywords were wasting a huge percentage of an AdWords budget. Just filtering targeting methods by cost and CPC will let you avoid being wasteful with spending.