Objective:
The objective of this SOP is to guide team members on how to review and optimize Google Ads assets every two weeks to ensure high-performing assets are in place, leading to better ad performance and targeting of the right audience.
Key Steps:
- Accessing Assets:
- Navigate to the Google Ads account.
- Go to the assets section and click on assets.
- Select the ad group to work on.
- Set the date range to 8 weeks back or approximately 2 months.
- Reviewing Image Assets:
- Ensure that image assets align with the ad group’s marketing message.
- Filter by impressions and click-through rate to identify low-performing images.
- Pause images with high impressions but zero clicks.
- Analyzing Ad Assets:
- Filter enabled ad assets by number of conversions.
- Review click-through rate, average cost per click, and number of conversions.
- Pause ad assets with low click-through rates and high impressions but no clicks.
- Examining Other Assets:
- Review site links, headlines, callouts, structured snippets, lead forms, location assets, prices, app assets, and promotions.
- Ensure alignment with the ad group’s message and pause assets with high costs or low performance.
- Testing and Optimization:
- Replace paused assets with new variations to test performance.
- Continuously optimize assets based on conversion data and relevance to the ad group.
Cautionary Notes:
- Ensure assets align with the ad group’s marketing message to maintain relevance.
- Avoid pausing high-performing assets unless necessary for optimization.
- Monitor conversions and costs to make informed decisions about pausing assets.
Tips for Efficiency:
- Regularly review assets every two weeks to ensure optimal performance.
- Use filters to identify low-performing assets quickly.
- Test new variations of assets to find the best-performing options.
- Keep track of conversion data to make informed decisions about asset optimization.
Posted in Google Ads, How-To's