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The first step is to record basic account information such as:
Now we come to the Google Ads checklist and the regular to-dos.
Basic settings
Also check, whether the display network is activated in the search campaigns. if so, you should for a clear separation from Search- and displays remove the display selection!
Conversion-Tracking
Google My Business
Campaign settings
Ad extensions
Ad extensions are an absolute must-have, because they improve the click rate and the quality score and thus the entire campaign- and account performance.
My recommendation for a rough orientation:
Of course, not all extension types make sense in every case, For example, temporary offer extensions or location extensions for e-commerce shops. But I would always try the three above, to accommodate in every campaign.
Ad wording
Keywords (Checks several times a month depending on the amount of data)
Landingpages
Advertising schedule
Device bids
As a rule, the devices have different performance data. For websites that are not optimized for mobile devices, the exclusion of smartphones and tablets should be considered!
Check audience settings (Demographics)
Star ratings
• Weekly to-dos
Campaign Performance
Quality factor
Quick note:
Google Ads gives you the following metrics for each keyword:
Google rates the quality factor as a maximum 10 (Scale from 1 to 10). From a rating of 7 or lower, you should definitely go into optimization. Because as you probably know, Lower ratings tend to result in higher click prices. With the help of external tools, you can sometimes also get an overall rating for your Google Ads account.
Conversions
It is true that these points run under the weekly to-dos, however, you should always have alerts sent to you immediately with the help of automation, as soon as the traffic or conversions fall below the usual level (Third party tools)! Budgets
Impressions
Ad groups, Ads and Keywords
Ad groups with no active ads can have a negative impact on the quality of your account and campaign from Google. This in turn results in higher click prices.
My recommendation and the best practice mentioned by Google itself are at least three parallel running variants for performance comparison.
The keyword option “largely suitable” is particularly predestined for irrelevant search queries due to its generic orientation. That's why I've included it as a separate item in this Google Ads checklist. You should therefore pay particular attention to it!
Merchant Center
Daily to-dos (optionally several times a week)
Impressions and clicks
Keywordgebote
You can also solve such potential problems using automated rules in Google Ads, change the bids independently according to your specifications. Still, you should pursue, how the CPC level changes, to notice unwanted cost increases directly. documentation
Other important points to look out for:
1. Call to action
Encourage your customers to click with calls to action like: Get information here now! Now 20% ensure a discount! Or similar.
2. Repetition of the keywords in the ad text
The more frequently your keyword appears in the ad text, the more relevant the ad will be for your user and also for Google, The keyword entered is also printed in bold in the text display!
3. Displayed URL
Use the characters of the displayed URL by adding the (www.) remove and repeat your keyword in this text field or relevant or. insert related terms.
4. Align the ad text with the customer
Reach the searcher with target-oriented formulations that match the search phase the user is currently in. Adapt your ad text to the buying process.
5. Ad extensions / Rating enhancements
Make use of all possibilities to fill your ad with additional information by adding call extensions, Location expansions, Extension with additional information, Add sitelinks or a review extension.
6. Dynamic ad text / Search ad
With the dynamic ad text, exactly the keyword that was entered by the user is displayed, provided it is in your keyword set. If you 3-4 Create ads, one of these should be a dynamic search ad. The most common use of this trick is in the heading. {Keyword:Your alt text} Instructions for creating dynamic search ads can be found here: https://support.google.com/adwords/answer/3249700?hl=de&ref_topic=3119126
7. USP unique selling proposition in the ad text
They offer free shipping or free return delivery or maybe purchase on account? Then that should also be in your ad text. Use the extension with additional information or simply write it in the ad text.
8. Use, if possible all available characters
headline / Text field / Displayed URL. It is not always easy to put all the information into the given lines, However, you should still think about how you can accommodate as much text and information as possible.
9. Add mobile ads for top performance
Mobile devices
You have a separate mobile page to which you can redirect? Then you should use tablet- and redirect smartphone users to exactly this page. This increases the relevance and the presentation of your ad in the mobile search results.
10.Always create for each AZG * 3-4 To sue
(Performance Check)
In the AdWords campaign settings under Ad delivery you have to set the ad rotation to "even ad rotation", thus you can within 30-90 Compare days which of your ad was best received and clicked the most. After the test you can Pause or adjust underperforming text ads (Few clicks and low CTR).