Objective:
The objective of this SOP is to guide team members on how to review Auction Insights in Google Ads to compare performance with competitors in targeted keywords and locations. By analyzing this data, adjustments can be made to improve ad performance and increase impression share.
Key Steps:
- Access Auction Insights:
- Log in to Google Ads.
- Navigate to Insights and Reports.
- Click on Auction Insights.
- Set Time Frame:
- Review data for the last 30 days to analyze recent performance trends.
- Compare Competitors:
- Identify competitors you are competing with in targeted locations and keywords.
- Analyze impression share compared to competitors at the account and campaign levels.
- Identify Areas for Improvement:
- Focus on campaigns where competitors have a higher impression share.
- Review competitor ads for insights on improving ad copy.
- Check for underperforming keywords and ad groups.
- Optimize Campaigns:
- Adjust ad copy based on competitor analysis.
- Pause low-performing keywords and ad groups.
- Focus budget on top-performing campaigns and ad groups.
- Improve quality scores to increase visibility on Google.
- Continuous Monitoring:
- Regularly review Auction Insights every two weeks.
- Make necessary adjustments based on performance data.
Cautionary Notes:
- Ensure budget allocation aligns with the number of targeted keywords to maintain a competitive impression share.
- Avoid spreading the budget too thin across numerous keywords and ad groups.
- Prioritize high-quality keywords and ad groups to maximize results.
Tips for Efficiency:
- Utilize Google Ads Transparency Center to analyze competitor headlines.
- Focus on improving quality scores to increase ad visibility.
- Regularly test new ad copy and keywords to enhance campaign performance.
- Maintain a balance between the number of campaigns, ad groups, and budget allocation for optimal results.
Posted in Google Ads, How-To's