Objective:
To review keywords every two weeks, by ad group, and set a time frame of six weeks to identify below-average ad relevance scores and take necessary actions to improve performance.
Key Steps:
- Access Google Ads:
- Set the time frame to six weeks.
- Filter by conversion.
- Check ad relevance score (add as a column if not visible).
- Analyze Top Converted Keywords:
- Identify keywords with below-average ad relevance scores.
- Check the click-through rate and conversion rate for validation.
- Verify if keywords are prominently featured in the ad.
- Create a New Ad Group for Specific Keywords:
- Select keywords related to the low-performing ones.
- Create a new ad group with specific ad copy focusing on those keywords.
- Monitor performance for four weeks.
- Optimize Headlines:
- Ensure headlines align with targeted keywords.
- Use qualifiers like “near me” for location-specific keywords.
- Emphasize unique value propositions related to the keyword.
- Adjust Landing Page:
- Test new URLs to improve the landing page experience.
- Ensure landing page content is relevant to the ad copy and keywords.
- Monitor Ad Performance:
- Compare the performance of the new ad group with the existing one.
- Determine whether to continue with separate ad groups or consolidate based on performance.
Cautionary Notes:
- Ad relevance scores may not always be displayed immediately; allow time for data collection.
- Use common sense to evaluate performance against Google’s ad relevance scores.
- Regularly monitor and adjust ad groups based on performance data.
Tips for Efficiency:
- Regularly review and update keywords and ad groups every two weeks.
- Utilize qualifiers like “near me” for location-specific keywords to improve relevance.
- Keep track of changes made and their impact on performance for future reference.
Posted in Google Ads, How-To's