Google Ads Management is time consuming and can take hours weekly, but you are in luck! In this guide I will share the deepest darkest secrets of paid traffic agencies and their workflows. Let me present the Weekly Google Ads Management Routine with ready to use recipes and tips to use on your account. Just don’t share it with anyone 😉 .
Google Ads Management without additional tools can take 5h-100h per month. It really depends on various factors. First of all, the number of campaigns, the budget, your love of spreadsheets and the amount of time you are willing to spend in the account. However, independently of all that below you can find the seven most basic reports you should check on a weekly basis if you run Google Ads Campaigns. Proceed with caution these tips may increase conversions 🙂 !
1. Add Negative Keywords
This is the most basic report. Even though Google has made it a lot more difficult for performance marketers to do their job it’s still the most important report. You should always go to the “search terms” report and export it to a Google Sheet. Then go through it on a weekly basis to exclude search terms that are incorrect. Please remember to add variations. If you see searches from job hunters for example “design agency job” – exclude them. Block also related keywords like: staffing / job / jobs / work / recruitment. It will save you a lot of money
2. Add New Keywords
From the same report you can also get new keywords. It’s always good to use DSA campaigns to hunt for new keywords you can use but even in search campaigns you can find some new keywords. Adding them in separate ad groups is really important for maintaining a high Quality Score and our Single Keyword Ad Groups will be clean and organized.
3. Check Highest Spenders
Even for the smallest account with a few campaigns this is really important. Check your spend per week. Is any campaign underspending? Which campaigns are overspending? Are they delivering the desired results? All these questions need to be answered weekly.
I always recommend dividing the structure based on business goals. For example you can have keywords that are the most converting lets call them Priority 1, and supporting keywords, let’s call them priority 2. With this in mind you should always check the impression share on Priority one keywords. This can help you understand the relationship between impression share and number of conversions.
5. Check High CPC keywords
in the heat of the moment we can over optimize. Google’s Machine Learning Algorithms can overbid (of course not on purpose), we can also increase bids way to high. This causes overpaying for some keywords. Go to the “keywords” report and check what are the keywords with the highest CPC. Optimize accordingly.
6. Check keywords with most clicks
Similarly to high CPC keywords you should always check which keywords get the most clicks. Even though you are not paying a lot per click you are getting a lot of clicks that can result in incorrectly spent dollars.
7. Asset performance report
In Responsive Display Campaigns you got a new report showing you the performance of separate assets. This can be below average,average and above average. You should optimize it when you see an asset underperforming. It’s difficult to say this out loud, but we, Google Ads experts are not all knowing and in the end we have no idea how a particular image will perform . For this sole reason you should check the report and act on them. Change up the assets, experiment, grow.
To wrap things up
I hope that this routine will be useful and will help you grow your business. This is just a basic setup, there are a lot of other reports and optimizations you can do to grow your business and scale paid traffic. If you hit a dead end and are in need of help I can jump on a call and help you get better results.