Google Ads Performance Review and Issue Resolution

Objective:

To review the performance of Google Ads accounts every two weeks over a 16-week period by campaign, identify issues, and correspond those issues to changes in the change history tab in Google Ads to optimize account performance.

Key Steps:

1. Select Date Range and Campaign:
   • Log in to Google Ads.
   • Choose a date range of approximately 16 weeks (3 to 4 months).
   • Select a specific campaign to analyze.
2. Analyze Performance Metrics:
   • Focus on cost per conversion and conversions.
   • Look for peaks, drops, and trends in the performance metrics.
3. Identify Issues:
   • Check for sustained decreases or irregular spikes in performance metrics.
   • Note any significant changes in performance that need investigation.
4. Review Change History:
   • Identify the specific date when performance issues occurred.
   • Filter the change history for that date.
   • Analyze all changes made on that date that could have impacted performance.
5. Undo Changes and Monitor:
   • Undo all changes made on the identified date.
   • Monitor the campaign performance over the next few weeks.
   • Observe if undoing changes improves performance.
6. Make Incremental Changes:
   • Implement changes gradually to avoid overwhelming Google’s algorithm.
   • Track the impact of each change on performance.
   • Adjust keywords or settings based on performance data.
7. Track Changes and Performance:
   • Keep a record of all changes made and their impact on performance.
   • Regularly review performance metrics to ensure improvements.

Cautionary Notes:

• Avoid making multiple significant changes at once to accurately identify the cause of performance issues.
• Be cautious when pausing keywords or making adjustments that could affect ad quality score or campaign performance.
• Ensure to track and document all changes and their effects on campaign performance.

Tips for Efficiency:

• Focus on analyzing performance by campaign rather than the entire account for more precise insights.
• Review performance metrics every two weeks to allow time for trends to stabilize.
• Make changes based on data-driven insights and gradual adjustments to optimize campaign performance effectively.