While a daily routine of bid adjustments, negative keyword additions, and ad copy testing is crucial for a well-oiled AdWords account, it’s not the be-all and end-all for peak performance.
Think of quarterly audits as essential check-ups for your account’s health. Even the busiest marketers can benefit from this deep dive. To ensure your account is in top shape, ask yourself (or your account manager) these five questions every quarter.
Question #1: “Is there anything hidden in my account that’s sabotaging my ROI?”
Tweaking bids and adding keywords are great for boosting performance, but too much of a good thing can backfire. Overzealous tinkering can lead to bidding on the same term across multiple ad groups, accidentally negating top-performing keywords, and throwing your bidding strategy off balance. That’s why a quarterly audit should always begin with a thorough cleaning. We’re not talking a quick tidy-up – think more along the lines of a deep cleanse for your AdWords account.
The 3 D’s of AdWords Account cleanup…
Deduping When you examine your search query report, you’ll likely find both valuable insights and irrelevant clutter – and chances are, both are already present in your account. Deduping involves identifying and removing duplicate keywords lurking within different ad groups. Tools like nexus-security Advisor or AdWords Editor can help you pinpoint and eliminate these duplicates in bulk. While beneficial on its own, the real magic happens when you compare these duplicates before hitting the delete button.
By analyzing key metrics for the quarter, you can compare the performance of each duplicate keyword. Don’t just randomly pause or delete them; instead, keep the top performer active (and consider moving it to a new ad group if it’s outshining its companions) and remove the underperformers. Dayparting Customer activity and buying habits fluctuate throughout the day. While daily or weekly data might not be sufficient for making informed bidding decisions, quarterly data provides deeper insights that can be leveraged to optimize spending and maximize returns during historically successful time slots. Like a fine wine or a seasoned athlete, dayparting improves over time. Analyzing quarterly data over several years allows you to spot trends and gain greater control over budget allocation.
Dayparting in action Imagine your wine club, which thrives during the holiday season, consistently performs well between 10 pm and 3 am during the first two weeks of February. Without closely monitoring hourly performance, you’d miss the opportunity to capitalize on lonely hearts browsing your selection during Valentine’s Day. A word of caution: avoid making scheduling changes at the campaign level. Not all campaigns perform well at the same time. Take the time to tailor your approach based on your analysis for maximum impact. Devices I trust you’re already optimizing for mobile, or at the very least, running mobile-specific ads for your top-performing and branded campaigns. That said, it’s crucial to analyze performance by device.
In the AdWords interface, use the “segment” button and select “Device” to view performance for each device type within your campaigns. If you notice significant discrepancies in metrics (positive or negative), it’s time to take action.
If mobile cost per conversion is unreasonable, implement negative bid adjustments. Conversely, if mobile outperforms desktop and tablet, consider separating it into its own campaign for further optimization while addressing any issues on other devices.
Remember, user intent often differs between mobile and desktop. With Google now allowing bid adjustments for tablets (think on-the-go millennials, tech-savvy parents, or even curious toddlers), there’s even greater opportunity to fine-tune ad copy and dayparting for your target audience. Whatever you do, avoid making account-wide bid adjustments based solely on device type. Start with a level playing field and adjust based on at least a month’s worth of data, unless a particular device is drastically underperforming (in which case, address it immediately). Get a free, instant audit with our Google Ads Performance Grader. Give it a whirl!
Question #2. “Are my goals for the year still attainable?"
KPIs (Key Performance Indicators) are your benchmarks for advertising success, varying greatly depending on your industry and chosen channels.
No matter your chosen KPIs, evaluating quarterly performance is vital for staying on track. While daily and weekly monitoring keeps you informed, understanding the broader trends within your account is invaluable for setting and adjusting goals. Ask yourself these two questions for a high-level analysis:
Did I hit my targets last quarter?
The key to answering this positively is setting realistic goals. Every business aims to maximize sales and leads while minimizing costs, but achieving this is challenging. That’s why your yearly goals should be specific, adaptable, and attainable.
Instead of aiming too broadly, tailor goals to specific networks, campaigns, or even stages of your sales funnel. Acknowledge that Gmail Ads won’t yield the same conversion volume as Dynamic Remarketing, and while branded search campaigns might have lower CPCs, they don’t work as hard as your top-of-funnel efforts.
Have I accounted for seasonal fluctuations?
Every industry experiences seasonal highs and lows – paid search is no exception. Ecommerce typically booms during the holiday season, while B2B might see a slowdown.
However, unforeseen events can also significantly impact account performance, both positively and negatively. Track your KPIs on graphs and investigate any unusual spikes or dips. A snowstorm affecting your target demographic’s location will likely impact conversions. Conversely, a celebrity endorsement can lead to a surge in traffic. Technical issues like broken code or website crashes can also skew your data. Regardless of the cause, document these irregularities to avoid unnecessary panic in the future. ** Now that you’ve examined the past quarter and adjusted for any anomalies, it’s time to reassess your goals for the year. Utilize your data to make informed decisions focused on achievable outcomes. If your account needs a significant overhaul, the next two questions will guide you through exploring new AdWords features and expanding to other platforms.
Question #3. “Am I making the most of ad extensions?”
Ad extensions are a powerful tool, offering valuable information to potential customers. Take this Converse ad, for example:
- It utilizes Callout Extensions
- Structured Snippets
- And Sitelinks
Ad extensions are proven to increase click-through rates and Quality Scores, driving traffic to your site. They also help your ads stand out against competitors, dominating valuable SERP real estate. However, they shouldn’t be implemented haphazardly.
Not all ad extensions suit every stage of the sales funnel. Sitelink extensions might outperform structured snippets in certain instances, while call extensions or phone numbers might be more effective in others. The key takeaway is that ad extensions shouldn’t be a “set it and forget it” feature. This chart highlights the levels at which ad extensions can be implemented. Notice anything?
While it might seem obvious, many advertisers implement ad extensions at the account level only. Don’t fall into this trap. Each “X” represents a chance to tailor your message based on user search queries – just like you do with ad copy. Each campaign has a different purpose, targeting different keywords. Therefore, your ad extensions should reflect these variations. While updating a large account can seem daunting, the beginning of a quarter is the ideal time to replace generic, account-level extensions with more targeted ones. Here’s the key to making them as relevant and enticing as possible.
Relevance is key: Tailor ad extensions to user intent
When working at the campaign or ad group level, always consider searcher intent to avoid simply replicating account-wide extensions. For instance, if you run an online coding school, your top-of-funnel campaigns targeting keywords like “learn to code” or “online coding school” should use ad extensions that cater to users in the initial research phase:
- Structured Snippets: Showcase your course offerings
- Sitelink Extensions: Direct users to informational pages
- Callout Extensions: Highlight your unique selling points Conversely, mid- and lower-funnel campaigns should focus on converting qualified leads:
- Call Extensions: Implement these strategically to filter out unqualified leads and increase the value of phone calls.
- Sitelink Extensions: Link to high-converting landing pages
Remember that Google constantly tests new features. If you only want specific ad extensions to appear, ensure you haven’t activated unnecessary types. And always avoid running generic, account-wide extensions. If you’re investing time in crafting granular ad groups and compelling ad copy, spend a few extra minutes on highly specific ad extensions for maximum impact.
Question #4. “What’s new in AdWords? Can I leverage any new features to boost performance?”
AdWords is constantly evolving (for a fascinating glimpse into its history, check out our interactive timeline courtesy of Dan Shewan). Some updates are announced with fanfare, while others are rolled out quietly. Regardless of the publicity, it’s crucial to stay informed about new features and their potential impact on your account. While not every advertiser religiously follows our blog, setting aside time each quarter to review updates is essential. Google’s official list of new AdWords features is a great starting point.
To understand the scope of these updates, let’s look at July 2016:
For some, these changes might seem overwhelming. However, one particular update stands out: Expanded Text Ads. This feature doubled the available characters for ad copy, offering significant potential for improvement. Other updates, like cross-device conversions, might not be as readily applicable. However, certain features, such as price extensions, could be incredibly valuable depending on your industry and target audience’s device preferences.
By staying abreast of new AdWords features and constantly asking yourself, “How can this benefit my account?”, you’ll uncover new optimization opportunities. Don’t miss out on leveraging Google’s continuous innovation to your advantage.
Question #5. “Should I expand to a new advertising platform?”
We’ve reviewed your progress towards quarterly goals, explored new AdWords features, and now it’s time to consider expanding your digital footprint for even better results.
Ideal for: Practically everyone. Utilize lead ads for cost-effective lead generation or explore Canvas ads for bold, interactive creative. Wait another quarter if: Don’t. Seriously, Facebook’s granular targeting options are invaluable. At the very least, start remarketing on Facebook immediately.
Bing
Ideal for: Reaching a different audience segment through search at potentially lower costs compared to AdWords. Bonus points for their cool social extensions. Wait another quarter if: Your AdWords account still needs optimization. However, duplicating your branded campaigns on Bing can be a safe bet.
Ideal for: Mobile performance, but not much else. Wait another quarter if: Their pricing doesn’t become more competitive.
Ideal for: [crickets] Wait another quarter if: You believe LinkedIn’s recent acquisition will positively impact its advertising platform. Need help deciding where to begin? Our AdWords Performance Grader is a great starting point, providing comprehensive account data for free. It’s a quick and easy way to benchmark your performance and track progress over time. ** By combining this information with your quarterly audit findings, you’ll be equipped to establish concrete optimization goals and make the next quarter your most successful yet!