Google Ads is a powerful platform for generating insight, traffic, and conversions:-
- A finely tuned and optimized account can provide a tremendous return on investment and meet digital marketing goals.
- Regardless of structure and responsibility, it is important to remember that no matter how well the Google Ads account is performing and how well it is performing and paying to back (or not), Google will gladly accept our payments.
There are eight important things to make sure that they are not overlooked or done wrong.
1. Assuming the previous manager had optimized things:
- There are many valid differences of opinion and ways to strategically operate a Google Ads account and perform paid searches.
- Even the best ones occasionally forget a setting or miss something when Google updates the system.
2. Do not customize settings for needs:
- Google Ads accounts start with many defaults and a one-size-fits-all format.
- There is a danger of ignoring settings and not checking them routinely.
- If received the ad adjustment recommendations are created automatically by Google and do not review, edit or deactivated within 14 days, they will be automatically applied to the account.
- Should always be in full control of the account, so owning the settings and keeping things automated is critical.
3. Failure to perform periodic audits:
- It is not enough to just perform an initial audit when taking over an account.
- Need to carry out periodic audits at least once a year.
- Even the best need to have their accounts and work checked.
- As a writer, it is difficult to work on something for a long period of time and see a typographical error checked many times.
4. Skip the investigation and monitoring of the competition:
- Audience research to discover the right targeting for keywords, placements, remarketing, and matching lists is an important part of setting up an account and optimizing it strategically over time.
- This is a natural approach.
However, beyond the audience, need to focus on the competitors.
- What they are spending
- What the ads say.
- What keywords are they targeting?
- How to make adjustments.
Go in a different direction or prepare for what it will take to address the same audience.
5. Excessive use of broad match strategies and non-existent match type:
- Find a match type strategy that works.
- Whether it affects the number of keywords in an ad group, the use of broad matches, the use of dynamic ads, or other factors, be intentional in how to set the match types.
- Know where prospecting is and learning versus where they’re pointing at the bottom of the funnel, ready to convert leads.
6. A disproportionate focus on the quality score:
- The level of quality matters, but it is not the only thing to focus on.
- If they are obsessed with it, consider how it could be blinding by other factors.
- If they are feeling guilty about not looking at it long enough now that I mention it, well, it’s time to take a look and make sure they are doing well enough not to waste expenses compared to low-scoring competitors.
7. Too much hands-free:
- Required to have more supervision of a campaign.
8. Operation in a silo:
- At some point, and perhaps on an ongoing basis, the company has invested in branding and content development.
- Paid search can operate in much more of a silo than other digital marketing channels.
- Please resist the urge to dive too deep into it.
- Branded content, messages, and specific calls to action that align with the overall brand can help.
- While they can focus on generic keywords, often benefit from being consistent in the voice and wording of the ad copy, ad creative, and landing page messages for those who have had other points of contact and exposure. to the brand.
To take advantage of:
- User test.
- Value propositions.
- Calls to action.
- Other brand assets.
Take advantage of these so they don’t have a disconnected experience for paid search traffic and audience.
Get out of the silo to get feedback and visibility into what happens after conversion to help advise targeting.
This requires collaboration with sales, product managers, and more.
Have the most strategic and optimized Google Ads accounts possible.
Whether it’s creating the accounts from scratch, inheriting them, or devoting all the time and attention to them, there is always the risk of not being aware of the things that can lose money.
Time and money are resources and they need to be invested to get the highest possible return on investment and to make sure that we are not missing out on anything.