Google Ads management shouldn’t be complicated. To ensure that our clients are getting good results we need to dig into Google Analytics and work out a list of actions for each account.
There are six actions that we need to take in each account from month to month; just by implementing them you will have much better results.
Without further ado, let me describe each of them:
1. Reallocate budgets to the most profitable campaigns.
This is one of the “easiest wins” which lots of advertisers forget to take advantage of.
To accomplish this task, you need to add 2 additional columns on campaign level:
- Display Lost IS (budget)
- Search Lost IS (budget)
In case of having your budget limited, just increase it for them.
2. Add additional expanded and responsive ads in rotation.
The good news here – you don’t have to perform any A-B tests!
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 the factors, such as: screen resolution, time of day, or location, in order to choose the best performing ad. And since the Google Ads 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 a good CTR.
3. Analyze your search report.
If you are using BMM or broad match types, you will have to do it at least once a month. We are using a custom-made Google Ads script to simplify the process, however, you can start filtering your keywords.
4. Add new extensions.
Google Ads is constantly adding new types of extensions, to ensure that you constantly add all of them, otherwise, your competitors will do so and your ads will look much smaller in comparison with other participants´ ads of the auction.
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 other accounts, we use labels creating different segments of keywords based on the conversion rate. Each month we compare how different segments perform.
6. Filter by CPC and cost
Filter by CPC and cost to make sure that the budget is not wasted on unprofitable terms. So many times I’ve been in situations when 1 or 2 not very relevant keywords were wasting a huge percentage of a Google Ads budget. Just filtering targeting methods by cost and CPC will help you to avoid wasteful spending.