How Our Google Ads Monitoring Works

We determine where you are, select a strategy that works towards your goals and implement those changes to optimize your campaigns

Our paid search audit and optimization processes include data and statistical significance to make decisions. Our process is as follows

  • Review Initial Data - Set initial KPIs and spot any areas of improvement based on the data. Reviewed in a consultation.
  • Audit - Audit the account, diagnose any issues, set a strategy, and identify scripts and automation rules that support the strategy and goals.
  • Keyword Research (If Needed) - Complete keyword to identify keywords with strong intent, broader phrases, competitor phrases and brand phrases.
  • Optimization - Implement optimization changes, and install and configure scripts and automation. We work in 14-day intervals to allow for our optimizations to take hold prior to making additional changes.
  • Communication - Monthly reporting on progress and performance.

What People Are Saying...

"Definitely was great to work with Leona! She knows her stuff and made it understandable for me. I plan to work with her some more as I get more advanced with my ads. Thanks a ton!"

Taurea Avant
Author, Entrepreneur & Business Coach

"Leona is amazing! Believe what you read in all of her 5-star reviews. She jumped right into my project and completed everything quickly - Google Ads and Shopping/FB/Retargeting set up for my Shopify store. Leona took the time to explain everything to me and answered all of my (many) questions. Best of all, Leona provided solid advice to drive traffic and conversions without overspending. Thank you, Leona!"

 
Stacy Sachs
Founder, Sam & Jack

"Leona is so knowledgeable with data driven marketing. She improved my returning customer rate plus many of the other key metrics as well. Thank you and look forward to working with you again!!"

 
Brittany Thompson
Founder, Direct Media

Google Ad Strategies

Below are some of the strategies we implement based on where you are in the Google Ads journey. 

Increase Conversions For Campaigns On Manual Bidding


PPC Investigation
Understand how and why conversions have changed in the account. Use Root Cause Analysis to identify the exact elements that need attention.

Add New Keywords
Identify high performing queries and add them as keywords

Increase conversion share for converting keywords
Bid higher for keywords that are converting but losing impression share

Push high potential keywords to the first page
Increase bids for keywords with high QS and are just below the first page

Bid higher for high performing geographical locations
Bid higher for locations with the opportunity to increase conversions

Bid higher for high performing devices
Bid higher for devices with the opportunity to increase conversions

Bid higher for better performing audiences
Bid higher for audiences with the opportunity to increase conversions

Bid higher for high performing time slots
Bid higher for time slots with the opportunity to increase conversions

Re-allocate budgets to converting campaigns
Re-allocate budgets to campaigns that are driving conversions but losing impression share (due to Budget)

Increase Conversions For Campaigns On Automated Bidding


PPC Investigation
Understand how and why conversions have changed in the account. Use Root Cause Analysis to identify the exact elements that need attention.

Add New Keywords
Identify high performing queries and add them as keywords

Modify Target ROAS for high-performing ad groups
Modify Target ROAS for high-performing ad groups to reduce the ROAS gap and gain more conversions.

Modify Target CPA for high-performing ad groups
Modify Target CPA for high-performing ad groups to reduce the CPA gap and gain more conversions.

Re-allocate budgets to the converting campaigns
Re-allocate budgets to the converting campaigns which are losing impression share (due to budget).

Manage Shopping Campaigns

Manage Merchant Accounts
Link your Merchant feeds to Optmyzr, check their status, and sync them to fetch the latest version of the feed.

Create shopping campaigns
Create standard, smart, and showcase shopping campaigns with granular structures in minutes.

Keep your shopping campaigns in sync with your Merchant feed
Refresh your shopping campaigns to add/remove products based on changes in your feed. You can also choose to automate this process.

Sculpt the traffic for shopping campaigns
Add negatives to the shopping campaigns to direct traffic to high-performing ad groups or reduce costs.

Add Non-Converting Queries as negatives
Identify non-converting search queries and add them as negatives to shopping campaigns to reduce wasted spend.

Manage Shopping Bids for campaigns running on Manual bidding
Identify high-performing product groups and increase bids for them, to get more conversions.

Manage targets for campaigns running on Target ROAS
Modify targets for shopping campaigns to reduce the ROAS gap and increase conversions.

Optimize Budgets
Re-allocate budgets to campaigns that are performing well, but losing impression share due to budget.

Optimizations To Improve Account Structure And Reduce Cost
 
Remove Duplicate Keywords

Prevent keywords from competing with each other and dividing traffic

Add Negative Keywords
Save money by cutting irrelevant traffic

Pause keywords that have not converted
Pause keywords that haven't converted in the last 30 days

Reduce bids for expensive keywords
Reduce bids for keywords with high CPA or no conversions despite enough clicks

Direct traffic to the right ad group
Show more relevant ads by adding the wrongly matched search term as an exact match negative to the ad group.

Pause Low Quality Score Keywords
Find and pause keywords with low-quality scores and no conversions

Pause Ads That Don't Convert
Find and pause non-performing ad copies within an ad group

Implement Ad Scheduling
Don't run ads during times that have low conversion rates or zero conversions

Optimize Ads and Account Quality Score
 
Check the Quality Score for your campaigns

Check the Quality Score of the account and create SKAGs for keywords with a low-Quality Score.

Pause Low Quality Score Keywords
Pause low Quality Score keywords with zero conversions.

AB Test your ads
Find the winning ad copies based on the statistical significance of data and pause low-performing ads.

Identify better performing ad components across the account
Aggregate performance data for the ad components and edit ads in bulk.


Goal Setting &  Optimization

Audience Bid Adjustments

Adjust Audience Bid Adjustments based on Target Cost/Conv - Campaign Level

Set bid adjustments for audiences based on the target cost/conv you want to achieve

Device Bid Adjustments

Device Bid Adjustments - Ad Group Level

Adjust device bid adjustments at the ad group level based on performance

Adjust Device Bid Adjustments Based on Target Cost/Conv

Set bid adjustments for devices based on the target cost/conversion you want to achieve.

Keyword Optimization

Monitor Quality Score components for keywords

Label and report on low-Quality Score keywords that have low Ad relevance, expected CTR or Landing page experience. This strategy can also be used to pause keywords with QS < 3.

Manage Feb 2021 Match Type Update

Variant queries of phrase match

Find queries that are variants of phrase match keywords

Variant queries of BMM

Find out which queries your BMM keywords trigger ads for and see how closely related the keyword and query are.

Optimize Ads

Ad Count Audit - Number of ETA and RSAs

This strategy can be used to monitor the number of different types of ads in your ad groups. It will alert you if you have too many or too few ETAs and RSAs.

Report for disapproved ads

Get a report with a list of disapproved ads

Ad copies with a decline in CTR

Find ad copies that see a decline in CTR and may need to be refreshed

Find Ads with Low CTR

Label and report on ads with CTR lower than the ad group's average CTR.

Monitor Ad Strength for RSAs

Get a report on the ad strength of RSAs and identify the ones with poor ad strength.

Optimize Geo Bid Adjustments

Find Expensive Cities

Reduce bid adjustments for cities that have a higher CPA than the average in the campaign or cities that have no conversions despite having more clicks than typically required to get at least 1 conversion in the campaign.

Find New Cities

Find out which cities are starting to direct traffic to your campaigns in the last 14 days compared to the previous period.

Target Cost / Click (Countries)

Set geo bid adjustments for countries based on the target average cost-per-click (CPC) you want to achieve.

Target Cost / Click (Regions)

Set geo bid adjustments for regions based on the target average cost-per-click (CPC) you want to achieve.

Target Cost / Click (Cities)

Set geo bid adjustments for cities based on the target average cost-per-click (CPC) you want to achieve.

Target Cost / Conv (Countries)

Set geo bid adjustments for countries based on the target cost/conversion you want to achieve.

Target Cost / Conv (Regions)

Set geo bid adjustments for regions based on the target cost/conversion you want to achieve.

Target Cost / Conv (Cities)

Set geo bid adjustments for cities based on the target cost/conversion you want to achieve.

Optimize Placements

Exclude Mobile Apps With Zero Conversions from ad groups

Find all Mobile Apps with no conversions and exclude them in bulk.

Optimize Automatic Placements at ad group level

Add high-performing placements as target placements. Exclude non-converting placements with a high cost.

Expensive Managed Placements at ad group level - Report

Find out which of your managed placements aren't driving conversions and costing you money

Exclude non-converting mobile apps and websites from account

Exclude sites and mobile apps with high cost and zero conversions from account.

Exclude non-converting Youtube videos and channels from account

Exclude YouTube channels and videos with high cost and zero conversions from account.

Optimize Smart Bidding Campaigns

Audit Maximize Conversions Bidding Strategy

Audit campaigns running on Maximize Conversions bidding strategy to identify the next bidding strategy.

Add non-converting search queries as negatives to Search campaigns

Add search queries with zero conversions, high cost and low CTR as negative keywords.

Optimize Target CPA for ad groups running on Smart bidding strategies

Modify Target CPA to reduce the gap and reduce CPA

Optimize Target ROAS for ad groups running on Smart bidding strategies

Modify Target ROAS for ad groups performing well to increase ROAS and conversions

Optimize Target CPA for Campaigns running on Maximize Conversions bidding strategy

Increase Target CPA for campaigns losing Impression Share due to Ad Rank and decrease Target CPA for high performing campaigns to reduce CPA gap.

Optimize Target ROAS for Campaigns running on Maximize Conversion Value bidding strategy

Increase Target ROAS for high performing campaigns to increase ROAS and decrease Target ROAS for campaigns losing Impression Share due to Ad Rank.

Reduce Cost

Find Expensive Keywords

Reduce bids for keywords that have a higher CPA than the typical keyword in the campaign, or keywords that have no conversions despite having more clicks than typically required to get at least 1 conversion in the campaign.

Find Expensive Ad Groups

Reduce bids for ad groups that have a higher CPA than the typical ad group in the campaign, or ad groups that have no conversions despite having more clicks than typically required to get at least 1 conversion in the campaign.

Find Expensive Product Groups

Reduce bids for product groups that have a higher CPA than the typical product group in the campaign, or product groups that have no conversions despite having more clicks than typically required to get at least 1 conversion in the campaign.

Reduce Bid Gaps

Find product groups where the max bid is much higher than the average CPC and reduce bids to prevent unexpected spikes in costs.

Kirk Williams - Weekly Shopping Bid Reduction

Kirk Williams, Voted Top 25 Most Influential Expert in PPC: 2016-2018 shares his rule published on SEJ for reducing wasted shopping spend.

Monitor Keywords With Increase in Cost

Label and report on keywords that see a significant increase in cost

Audit Maximize Conversions Bidding Strategy

Audit campaigns running on Maximize Conversions bidding strategy to identify the next bidding strategy.

Find Expensive Cities

Reduce bid adjustments for cities that have a higher CPA than the average in the campaign, or cities that have no conversions despite having more clicks than typically required to get at least 1 conversion in the campaign.

Report on Close Variants

Monitor Close Variant Keyword Performance

Get a report of the close variants that trigger ads for your exact and phrase match keywords and how these close variant queries perform relative to the keyword that triggered them. You can tweak this strategy to automate adding negative keywords to block close variants.

Search Queries

New and Declining Search Queries Report

Monitor drastic changes in performance at the search query level. For example Search terms that had impressions in the past, but not anymore.

High Performing Search Queries

Automatically add keywords to your account based on queries that are driving conversions or that have a better CTR than the associated keyword. This strategy checks that the new keywords don't already exist elsewhere in the account.

New Search Queries

Report new search terms (queries). These terms had impressions in the last 7 days but 0 impressions in the 7 days before that.

Add non-converting search queries as negatives to Search campaigns

Add search queries with zero conversions, high cost and low CTR as negative keywords.

Add non-converting search queries as negatives to Shopping campaigns

Add search queries with zero conversions, high cost and low CTR as negative keywords.

Shopping Campaigns

Find Expensive Product Groups

Reduce bids for product groups that have a higher CPA than the typical product group in the campaign, or product groups that have no conversions despite having more clicks than typically required to get at least 1 conversion in the campaign.

Bid to Target CPA (Product Groups)

Set bids to help achieve a target CPA based on historical conversion data. The lookback window is progressively increased from 7 days to 90 days until the minimum conversion threshold is met.

Bid to Target ROAS (Product Groups)

Set bids to help you meet a target return on ad spend. The lookback window is progressively increased from 7 days to 90 days until the minimum conversion threshold is met.

Reduce Bid Gaps

Find product groups where the max bid is much higher than the average CPC and reduce bids to prevent unexpected spikes in costs.

Kirk Williams - Weekly Shopping Bid Reduction

Kirk Williams, Voted Top 25 Most Influential Expert in PPC: 2016-2018 shares his rule published on SEJ for reducing wasted shopping spend.

Add non-converting search queries as negatives to Shopping campaigns

Add search queries with zero conversions, high cost and low CTR as negative keywords.

Target CPA

Bid to Target CPA (Keywords)

Set bids to help achieve a target CPA based on historical conversion data. The lookback window is progressively increased from 7 days to 90 days until the minimum conversion threshold is met.

Bid to Target CPA (Ad Groups)

Set bids to help achieve a target CPA based on historical conversion data. The lookback window is progressively increased from 7 days to 90 days until the minimum conversion threshold is met.

Bid to Target CPA (Product Groups)

Set bids to help achieve a target CPA based on historical conversion data. The lookback window is progressively increased from 7 days to 90 days until the minimum conversion threshold is met.

Target Cost / Conv (Countries)

Set geo bid adjustments for countries based on the target cost/conversion you want to achieve.

Target Cost / Conv (Regions)

Set geo bid adjustments for regions based on the target cost/conversion you want to achieve.

Target Cost / Conv (Cities)

Set geo bid adjustments for cities based on the target cost/conversion you want to achieve.

Target Position

Increase Bids to First Page Bid Estimate

Increase keyword CPC bids to the first-page bid estimate.

Set All Bids to First Page Bid Estimate

Set all keyword CPC bids to the first-page bid estimate. This strategy will lower bids that are above the first-page bid estimate and increase bids that are below it.

Target ROAS

Bid to Target ROAS (Keywords)

Set bids to help you meet a target return on ad spend. The lookback window is progressively increased from 7 days to 90 days until the minimum conversion threshold is met.

Bid to Target ROAS (Product Groups)

Set bids to help you meet a target return on ad spend. The lookback window is progressively increased from 7 days to 90 days until the minimum conversion threshold is met.

Bid to Target ROAS (Ad Groups)

Set bids to help you meet a target return on ad spend. The lookback window is progressively increased from 7 days to 90 days until the minimum conversion threshold is met.