Ad Optimization
Ad optimization is what keeps your ads competitive and makes them cost-effective at driving traffic and conversions on Google’s expansive search engine. At Google Ads by Upnetic, your account manager team will be involved in monitoring your ad performance and making strategic optimizations, such as prioritizing more relevant keywords, updating ad copy, and targeting specific geographic areas.
Importance
Optimization is an integral part of maintaining a Google ad. This makes sure that your ad is performing at its maximum potential. Our account managers review your ads daily and optimize them weekly by updating keywords, headlines, and descriptions of your company’s services as well as ensuring that your budget is properly distributed across the entire month.
Daily Monitoring
Account managers monitor all your ads daily to check for any changes, updates, or other factors that may impact them. This allows the managers to make sure that the changes made to your ads during the week are improving their performance and helping you achieve your business goals.
Pacing & Performance
Our account management team evaluates and analyzes your campaign’s performance on a daily basis in order to ensure proper pacing and performance, as well as to uncover optimization opportunities and assess the impact of recent optimizations. Daily monitoring also prevents negative trends from impacting your campaign for too long.
Meta-data collection & trend analysis
Our account management team houses campaign data for all advertisers via a managerial account. This allows us to develop benchmarks to evaluate your ad performance and to uncover trends by industry, location, demographic, and device parameters. These tools will help provide insight into and anticipate performance patterns.
Weekly Optimization
Ad changes need to be made incrementally and not too frequently to understand how they are performing. During the week, all ads are monitored daily and optimized once a week. This allows for updates to take effect and allows the proper time to receive analytics to make sure updates had a positive impact on performance.
Add/remove keywords
While Google’s algorithm maximizes campaign performance by setting/managing keyword bids, account managers are responsible for removing keywords that are not driving traffic cost-effectively and for adding in new keywords that will.
Targeting (Geo, device, and demo)
Although keywords are the main trigger of your campaign’s ads, Google collects data on your target audience’s location, devices, age, gender, and household income that our account managers can use to hone your targeting and achieve better results over time.
Ad copy revisions/additions
As we collect data on your target audience’s engagement with your ads and website, we will be able to make changes to your ad copy over time that will help keep your messaging fresh and your campaign’s performance on a positive trajectory.
Maximize traffic (clicks, website traffic)
- Every campaign’s primary success metric is cost-effective website traffic. This will be measured by Cost Per Click and Click Through Rate (i.e., the number of clicks your ad receives/the number of impressions your ad receives). By focusing on both, we will be able to ensure that your ad not only drives traffic at a progressively cheaper rate over time, but also that it is consistently engaging.
- We ensure above-benchmark ad performance by optimizing the items laid out prior (e.g., keywords, copy, targeting).
Conversions
- Although they are secondary performance metrics, phone call and direction conversions (if you opt into them) will also be optimized by our account management team. For instance, among all keywords that are driving clicks at a proper rate, those that also drive conversions cost-effectively will have a greater proportion of spend directed toward them.
- Conversions are a great way of determining the extent to which your ads and your website have not only led consumers to become aware of or consider your brand, but also to actively pursue whatever products or services you have to offer.