Investing in Google Ads is a great way to bring visibility to your business and help those seeking the goods and services you offer to find your website. With its massive reach and ability to specifically target the audience that is right for you, Google Ads has something to offer virtually every business.
For most things in life, getting the best performance requires paying attention and making adjustments as necessary. A certain degree of maintenance is required, and in the case of Google Ads, you should be performing weekly optimization.
Why Google Ads Require Weekly Optimisation
It takes some work and good planning to set up your Google Ad campaign just right, getting the results that you want. Once you put in that work and start to see the benefit, you certainly don’t want to see it start to go downhill.
As challenging as the setup might be, maintaining your campaign in top shape could seem even more daunting if you are not sure how to stay on top of it. With the right planning, some consistency, and some flexibility, you can make incremental changes to your campaign that result in healthy performance and constant improvement.
Optimising your Google Ads may sometimes feel like a never-ending battle, and in many ways it is. The online world is constantly changing and evolving and Google along with it. This means that you are not only dealing with your competition and customer behaviour, but also ongoing changes to the advertising platform itself.
Because of this, there is always something that needs checking, changing, and careful adjustment.
With so many adjustments needing to be made, you simply cannot afford to waste time. Weekly optimisation is a must.
Your Weekly Optimising Checklist
To help you with your weekly optimisation, here is a quick rundown of what you should be looking at each week.
Each week you should take a look at the overview screen to check for any potential problems that will need following up, as well as your current trends. Are you trending up or down? What is your cost per click and your clickthrough rate?
Google Ads will offer you suggestions on how to improve your performance. Some of these tips may prove quite useful, so it is worth checking them every week as they may guide you toward something you overlooked.
Your budget is definitely something to be reviewed on a weekly basis to ensure that you are spending correctly. Spending too high or too low are both problematic. This can also help you determine if you need to shift your budget around to reallocate funds from an under-performer to one that is faring better. Some of Google’s recommendations will help you in this regard, suggesting where you may want to add money.
You can access this screen via the “Keywords” link, and it reveals the actual searches being made by users which cause your ad to be displayed. It is potentially the most critical insight that Google can provide you. This information can be used to find new opportunities for keywords, including those which should be added as negative keywords—a step that can potentially save you a good deal of money.
This is where you can identify which are your top performers as well as your worst, helping you determine how to allocate funds, as discussed above.
What are your clickthrough rates? Are they above the benchmarks provided by Google? When reviewing your ads, pinpoint which ones are providing you with the most clicks at the lowest price.
Demographics can help you determine if you are connecting with the audience that you are seeking. Demographic targeting helps you to reach specific potential customers by focusing on their age range, gender, household income, parental status, and many other factors. You might also determine that a specific group is providing you with a higher clickthrough rate, which might suggest where you focus your efforts.
This will tell you the devices consumers are using when they view and click on your ad. Although your website should already be optimised for mobile, if it is not and you find many of your clicks are coming from mobile devices, then it is a clear indication of work that you will need to do.
These are just some of the things that you can look at to optimise your Google Ads. Using them will help you to stay on top of your campaigns and make the adjustments necessary to ensure that they not only continue to perform but grow ever more effective.
Christian is a British-born entrepreneur and founder of Marwick. For over 19 years, Christian has successfully helped businesses excel in digital marketing. Founded in 2012, Marwick has grown from a start-up to the 11th Fastest Growing Company in Canada in 2020 and expanded into the UK in 2019.