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!"
"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!"
"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!!"
Google Ad Strategies
Below are some of the strategies we implement based on where you are in the Google Ads journey.
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)
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 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.
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
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.