Objective:
The objective of this SOP is to guide team members on how to review the performance of headlines in Google Ads and replace the bottom 2 to 3 headlines every 4 weeks to ensure relevance and effectiveness.
Key Steps:
- Set Date Range:
- Go to the Google Ads platform and set the date range to approximately 4 weeks.
- Click on “Apply” to confirm the date range.
- Navigate to Ad Section:
- Access the ad section where you want to review headline performance.
- Filter Headlines:
- Add a filter and select “Asset Type.”
- Filter to view only headlines.
- Sort by impressions and show rows of 30.
- Identify the bottom 2 to 3 performing headlines.
- Evaluate Headlines:
- Ensure the headlines are relevant to the services being advertised.
- Remove headlines that are not relevant or effective.
- Consider replacing them with new headlines.
- Research Competitors:
- Visit the Google Ads Transparency Center.
- Search for industry-related keywords to see what top competitors are using in their headlines.
- Analyze top-performing headlines of competitors.
- Select relevant and effective phrases to use in your own headlines.
- Implement New Headlines:
- Edit the ad and replace the underperforming headlines with new ones.
- Ensure the new headlines align with the services being promoted.
- Save the changes and monitor performance.
Cautionary Notes:
- Do not edit automatically created headlines; you can only remove them if they are not relevant.
- Ensure the new headlines are within the past month’s data range to allow for performance comparison.
Tips for Efficiency:
- Regularly review and update headlines every 4 weeks.
- Experiment with different headline variations to test effectiveness.
- Monitor the performance of new headlines to optimize ad campaigns.
- Research industry keywords and competitor headlines for inspiration.
By following these steps, team members can effectively review and replace underperforming headlines in Google Ads to enhance ad performance and relevance.
Posted in Google Ads, How-To's