Creation and setting up of a Google Ads Account / Campaign is straightforward. Creating a search campaign, allocating budget, spending the client’s budget 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! Optimizing a well-established account is a challenging task, risk & opportunity oriented yet a 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 birth.” Everyone must learn, grasp, brainstorm, focus, and find out the right logical process generating good ROI for the client.
Let me share the thinking process being followed by our Google ads specialists at “WebIndia Inc” while optimizing a Google Ads Campaign.
See the valuable KPIs on priority
On the 1st sight of checking an existing Google account, everyone (including clients & google ads managers) looks at the center, 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 in 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 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 synchronized with him. So, a real google ads specialist must speak about improving Conversions & CPA on priority, unless there is another client’s direction.
Talking about any detailed theories of advertising, features, and advanced technicalities will not make sense if those actions are not going to improve the Conversion & CPA.
Proper Value Tracking:
I came across many customers/clients in my career who don’t have appropriate guidance in value tracking, ROI tracking, or accurate conversion tracking.
For example, we got an account in which the previous specialist counted the following as the conversions:
- Clicks on internal buttons on the homepage, inner pages.
- Visit 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 4 were for “Contact form step 1” and nearly 396 were other conversions. So, our team corrected this critical thought of conversion tracking and informed the client.
We asked him:
Whether these 396 conversions are primary for you?
Or those four conversions would be primary for you?
“Contact form final step” is a primary conversion for me.
We were amazed, and that client worked for a couple of years with a previous Google ads specialist. With our guidance, they, of course, made the corrections.
Not to take credit for Brand Campaign:
Big brands are well-known. 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 likely to get conversions for 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 google ads specialists. 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 optimization 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. But in general, what happens is, the majority of PPC agencies are chasing 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 in thinking process. When a new client comes on board, a PPC specialist spends his/her crucial time focusing on setting him a winning advertising campaign. And he/she will do their best in the initial 1-2 months to take the KPI’s performance to the peak and win a customer’s trust. And that is exactly what happened. We achieved the client’s goal. There is no challenge anymore, and the specialist stops doing further experiments for the same client because there is no future goal ahead.
But this proves to be wrong. Soon, in the next couple of weeks/months, when the client started 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 striked urgency and induced stress amongst people working on the project. We achieved the Goal, and we should be relaxed, but it’s not over yet. The client has come up with a new goal.
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.