Objective:
The objective of this SOP is to guide team members on how to use the bid adjustment calculator to make bid adjustments inside Google Ads. This will help optimize campaigns and improve performance.
Key Steps:
- Access Google Sheet and Google Ads account.
- Choose the type of bid adjustment you want to make (locations, audiences, ad schedule, or campaign view).
- Take a screenshot of the data for reference.
- Open the Google Sheet and delete any existing data in the white section.
- Input the bid adjustment data into the Google Sheet.
- Calculate the total savings or added conversions over the given time frame.
- Determine if the savings or added conversions are significant enough to make the adjustment.
- Take a screenshot of the calculated bid adjustments.
- Go back to Google Ads and open the screenshot.
- Input the bid adjustments into their corresponding rows in Google Ads.
- Save the changes.
- Repeat the process for other bid adjustment types (audiences, ad schedule) if necessary.
Cautionary Notes:
- Be careful not to delete any data in the gray or green sections of the Google Sheet.
- Ensure that each row in the bid adjustment data has at least 2 conversions.
- Double-check the bid adjustment values before saving the changes in Google Ads.
- Monitor the click-through rates closely to avoid negative effects on campaign performance.
- If click-through rates drop due to the adjustments, remove the adjustments.
- When performing an adj. on a section that already has previous adj. do not overlap the with the dates used in the previous adj.
Tips for Efficiency:
- Take screenshots of the data and bid adjustments for easy reference.
- Use the calculator in the Google Sheet to quickly calculate total savings or added conversions.
- Regularly check and adjust bid adjustments to optimize campaign performance.
- Follow the same process for other bid adjustment types (audiences, ad schedule) if needed.
Posted in Google Ads, How-To's