Objective:
To review the performance of ads every 8 weeks to identify any signs of slowing down or decreasing performance over a 16-week span, and to replace underperforming headlines to prevent ad fatigue.
Key Steps:
- Access the ad account and set the date range to analyze data from the past 16 weeks.
- Analyze conversions and cost per conversion individually to identify trends.
- Check for any significant decrease in performance that is not related to budget changes.
- Identify the top and bottom performing headlines based on impressions.
- Replace headlines with impressions below 70 with new ones.
- Search for competitor headlines or use Google Ads Transparency Center for headline ideas.
- Make changes to the headlines in the ad account.
- Record the changes made for future reference.
- Monitor the performance of the new headlines over the next 8 weeks.
Cautionary Notes:
- Avoid making changes based on automatically generated headlines.
- Ensure to track the performance of new headlines over time before making further adjustments.
- Be cautious when making changes to ads in accounts with fluctuating performance due to ongoing optimizations.
Tips for Efficiency:
- Focus on replacing only the poorly performing headlines.
- Keep track of changes made and their impact on performance.
- Utilize competitor research and Google Ads Transparency Center for headline ideas.
- Maintain a balance between monitoring performance and making necessary adjustments.
Posted in Google Ads, How-To's