November 7, 2019

How to think while optimising Google Ads Campaign?

Categories: Adwords, PPC
Creation and setting up of a Google Ads Account / Campaign is straightforward. Creating a search campaign, allocating budget, spending the budget of the client, generating traffic etc. is also simple to do. But where is the catch? What is the checkpoint for a real Google Ads Master? It’s the “Optimization” part. Yes! Optimising a well-established account is a challenging task, risk & opportunity oriented, game-changer task. It’s the only task that proves who is a Real Google Ads Master. It’s a checkpoint wherein a Google Ads Certified professional has an opportunity to generate 5x, 10x revenues for the client. Everyone will agree with me that “no one is google ads master since born.” Everyone must learn, grasp, brainstorm, focus and find out the right logical process in the direction of generating good ROI for the client.
Let me share the thinking process being followed by our Google ads specialist at “Webindia Inc” while optimising a Google Ads Campaign.

See the valuable KPI's on priority

Let’s assume we have an old account with a decent conversion history & spending.
On the 1st sight of checking an existing Google account, everyone (including clients, & google ads managers) looks at what’s the CTR, Quality Score, Spending, etc. The client gets an audit saying that your CTR is less, your QS should improve, you don’t have ad extensions, you should not use BMM excessively into your keywords, etc.
On the 1st sight of checking an existing Google account, everyone (including clients, & google ads managers) looks at what’s the CTR, Quality Score, Spending, etc. The client gets an audit saying that your CTR is less, your QS should improve, you don’t have ad extensions, you should not use BMM excessively into your keywords, etc.

But a specialist would say: “Sir, your 80% conversions are coming through this particular ad group or keyword. So, I recommend that I should research more on this area and let’s expand this.”

Yet another real specialist would say, “Your 80% budget is getting spent on this campaign, inside that 70% goes to this ad group, wherein your CPA is $80. I prefer to find our more realistic negatives out of this ad group to cut down your costs. And I will also expand the converting areas. By this, we will achieve your goal of $60 CPA.”
And then, the client would stay with the last specialist whose statement is more synchronised with him. So, a real google ads specialist must speak about improving Conversions & CPA on priority, unless there is another direction of the client. Talking about any detailed theories of advertising, features, advanced technicalities is not going to make sense if those actions are not going to improve the Conversion & CPA.

Proper Value Tracking:

Many customers/ clients I found in my careers don’t have appropriate guidance of value tracking, ROI tracking or accurate conversion tracking. For example, we got an account in which, the previous specialist counted following as the conversions:

  • Clicks on internal buttons on the homepage, inner pages.
  • Visit on the “contact us page."
  • Number of times the Brochure got downloaded
  • Contact form step 1
  • Contact form final step

And many more such pages were counted as conversions. The client used to reach nearly 400 conversions every month, out of which approximately only four were for “Contact form step 1” and nearly 396 were other conversions. So, our team corrected this critical thought of conversion tracking and informed to the client.

We asked him:
whether these 396 conversions are primary for you?
Or those four conversions would be primary for you?
The client answers:
“Contact form final step” is a primary conversion for me.

We were amazed, and that client worked for a couple of years with previous Google ads specialist. With our guidance, they, of course, made the corrections.

Not to take credit of Brand Campaign:

Big brands are well known for themselves. An expert must not consider the campaign created with brand-based keywords, keywords based on a company name, as it’s a success. Because a well-known brand is obvious to have conversions on their name.
For example: Running a campaign for Xfinity Broadband with keywords like “Xfinity broadband, Xfinity, Xfinity broadband plans, etc.” and getting high conversions is not a performance milestone for a google ads specialist. Instead of running ads for keywords like “broadband deals in New York,” “broadband plans in New York,” etc. and generating excellent conversion and the lowest CPA is an outstanding milestone of performance for a Google ads expert.

Keep Experimenting:

Another glitch in the optimisation thinking process is: Once we achieve target conversions & target CPA, we stop experimenting. Everyone would agree that regular experimenting is necessary to keep improving conversions & CPA timelessly. But in general, what happens is, the majority of PPC agencies are running behind gaining more google ads clients and increasing the revenues. Due to which it becomes difficult to allocate the same attention to every account every month.
Even, we also faced this same glitch of the thinking process. When a new client comes on board, a PPC specialist will spend his crucial time with full focus on setting him a winning advertising campaign. And he/she will do their 100% best in initial 1-2 months to take the KPI’s performance to the peak and win the trust of a customer. And that happens. We achieved the client’s goal. There is no challenge anymore, and the specialist stops doing any further new experiments for the same client because there is no future goal ahead. But this myth comes to be false, soon in the next couple weeks/months, when the client starts complaining again. A new challenge starts when the client says, “I am getting $5000 revenue by spending $1000. I am satisfied with this, but I need $15K in revenue with a spending of $2K. Can you achieve that goal?”. This situation is called an emergency for the salesperson & even technical specialist of a PPC agency. We achieved the destination, and we are relaxed, but NO. The client has a new goal. WOW!

So, it’s always advisable to “Keep experimenting.” Continuity of efforts, without relaxation of success, is the only way to cross timeless achievements. I don’t mean “We should not celebrate the success.” Do party for every success, but never stop experimenting.

Jaikishan Bajaj

A Strategic thinker. Strategy maker for google ads projects. Luck-by-chance experience of 8 years working on google ads optimization projects, technically having only a single expertise area, which is "google ads." By the grace of God, currently designated for the "CEO" position at "Webindia Inc." Focusing daily on finding the absolute right strategy of advertising for every customer, with the help of great team members working him.