How to Scale Your Google Ads Account
Three ways you can locate opportunities for growth
The inside of a Google Ads account is a dense jungle.
If you’re new to the digital marketing industry, or even if you’ve been running campaigns for a while, it can be easy to feel overwhelmed when you look at the sheer amount of icons, settings, and options available. You may not know how to sort through the clutter to find what matters most, or where to find the data that will lead you to make confident, data-driven business changes. But to truly be able to optimize your paid search efforts, you need to get past the surface level when viewing metrics and get to the inner workings.
In order to see chances for scalability and cut wasted spend, you need to take a deep dive into your account.
You should do this regularly; we recommend anywhere between two weeks to thirty days. Recognizing trends is key to increasing revenue, and that won’t happen without routine supervision.
Let’s look at a few different ways to see segmented data in your campaigns.
All businesses are unique, and each has different conversions they consider valuable. For example, an email collection may be more valuable to you than a phone call for remarketing & social purposes, or maybe a purchase is the most valuable to you because you have an Ecommerce or InsureTech site.
However, if you don’t create custom columns, Google will automatically place all of your conversion actions in the same column, and they will be indistinguishable from each other….email collections and form submissions and all other conversions will report in the same place. Your data will be subsequently skewed, and you won’t be able to optimize your landing pages for conversions because you won’t know what conversion action is performing the best. So having custom columns is critical for growth.
A great way to cut wasted spend is to segment your campaigns by device. This will allow you to see results for people that are reaching you via mobile, desktop, and tablet devices within each campaign. You can then allocate budget to your highest performing source.
If you don’t have this implemented, then you’ll be seeing data from different sources in one place, and you won’t know how to optimize (just like conversion columns, only this one may be even more critical). Here’s why this matters: mobile and desktop function very differently. The landing pages look different, the search results and ad copy look different, and the audience is different. If you segment, you may discover, let’s say, that 80% of your traffic is coming from mobile. You can bid lower on desktop and add click-to-call ads, or tailor your landing page experience for smartphone users. This will help you save money AND get a higher return on your investment.
Google Search Partners vs Google Search
When you advertise on Google, you advertise through their search & display platform, but you also have an opportunity to advertise through your Ads accounts on non-Google websites that have search functionality and partner with Google (think YouTube). If someone searches for a related product or service, your ads have the opportunity to be shown in their search results, site directory, or other relevant pages.
This is a great way to expand your reach, but results do vary based on your current situation. If you’re not performing well, or if the cost per conversion is too high, you can view the data to see if Google Search Partners are helping or harming you, and then adjust settings accordingly. You always have the option to exclude Google Search Partners.
Hopefully we’ve made the jungle seem a little less dense. But we understand that account management is an incredibly complex and involved task! If you have questions, want to read or view more tutorials like this, or are interested in how our agency can help you optimize your accounts, visit our YouTube channel or contact us!