Although this assessment is painful, it has to be done on a regular basis. If you’re not in the advanced stages of your marketing campaign, then you might not need to perform monthly large-scale audits. But what is indispensable is the habit of running quarterly audits. Doing so will not only ensure the health of your account, it will also boost the performance of your company and allow you to avoid past mistakes.
In order to make sure your performance and revenue are satisfactory, you have to pose a number of hard questions to yourself. They will provide you with a sufficiently precise assessment that can mean the difference between breakout and blunder. However, what questions should you be asking yourself? We’ve narrowed them down to five crucial ones. So, let’s take a look at how you can transform the way you conduct business.
- Is there something decimating my ROI from the depths of my account?
It’s normal to get caught up in the chaotic world of setting up advertising campaigns, and that is a sure fire way for you to lose your composure and make a mistake. We’re talking about keywords in particular. Every advertiser’s aim is to set up a keyword scheme that is both easy to compose and yields results. However, in the midst of campaign construction, you might tend to overuse certain keywords. This can and will create additional problems when it comes to conversion efficiency.
So to solve the problem of having a clogged-up keywords system, there are several methods of reorganisation you can use. We’ve compiled a list of the best ones in order to help you reach maximum conversion efficiency.
- De-duping is an excellent method of cleaning up excess keywords. It allows you to cross-reference data from all of your campaigns to ensure that negative keywords or duplicate ones will be a thing of the past. For this purpose, Google AdWords Editor is a useful tool to make use of.
- Next, we have day parting: a cutting-edge method of increasing ad performance. What it does is track the performance and activity of your customers at certain points during the day. Then, after months of monitoring, data will be generated about the timings at which activity is highest. Finding out about these ideal times will help you to boost your campaign moving forward.
- Device optimisation is the method that is next in line for improving your brand’s performance. What it entails is the splitting of your campaign data for monitoring mobile and desktop performances separately. That way, you can figure out what to fix and what to optimise with ease.
- Are my goals for this year still realistic?
We’re past the midpoint of 2018 and new ideas are surfacing. This is the period that can either make or break you and your brand. As you perform quarterly audits, you have to always reconsider your goals in the context of the current situation. Why is this so significant? Because doing so provides you with better insight as to whether your goals are still realistic.
If certain facets of your brand are performing well and conversions are coming in quick, you can always bring your goals one step further and strive for even greater results. However, if something is not going right, then adapting this mindset will keep you grounded and save you from unnecessary disappointment.
- Are my lows just regular fluctuations or a growing trend?
Most advertisers have the nasty habit of focusing only on reinforcing the good facets of their campaigns instead of trying to fix the non-functional ones. In such cases, a quarterly audit is your best friend. These audits can help you to analyse specific weeks and hours of your worst performances and pinpoint what went wrong.
It could either be an anomaly – a bad moment that is bound to strike even the most experienced – or it may very well be a growing trend. By focusing on your lowest points, you’re helping to strengthen the weakest link, and that is something that will help your campaigns greatly.
- Am I really maximizing the value of ad extensions?
If your ads are shown regularly to customers who use Google for searching, then you can’t rest just yet. There is much work to be done. We’re talking about the often forgotten feature of Google Ads: the extensions. This feature supplements your advertisement with additional pieces of information which can produce more conversions at any given moment.
So, which extensions should you be using? Those listed below are some good options to start with:
- Structured snippets – the bit of text right under the title. It’s best used for drawing attention to offers and discounts.
- Sitelink extensions – these extensions play the role of providing additional information, allowing customers to acquire more knowledge about your brand in one go.
- Callout extensions – lets you include specific attributes about your business beneath your ad. This will help customers to realise what your unique selling point is.
Including these in your ad will ensure that your quarter produces better results.
- Are there any new features? If so, how can I use them to boost my account?
Google AdWords is a platform that is constantly changing. It follows the trends of the marketing world and often introduces many innovations, which is why it’s important to be aware of any new features that may have been added. These innovations often vary in many aspects, but they are certainly capable of helping you to improve campaign performance.
By keeping track of the different features, you may find the ones that best suit your campaign. In turn, you can get rid of the ones that are useless or slowing you down.
