Author: Michelle Morgan (Michelle Morgan) - Managing Director of Customer agency Clix Marketing.
Google Ads service has always positioned itself as a platform, accessible for every small business owner. However, it can be very difficult to use.
Google Ads does not apply to the decisions that once set it and forget. It requires constant attention and conduct optimization to ensure efficient operation.
For those professionals whose work is reduced to campaign management, time spent is not as important. However, for those who are engaged in this part, along with the management of your own business, this could be a serious obstacle.
In this article you will find tips that will help you spend less time on your account on the Google Ads and pay more attention to other things that affect the business.
Here are 10 strategies you can start using right now:
- Setting up automated rules;
- Using bidding strategy;
- Automatic creation of ad text;
- Creating a negative keyword lists;
- Lists of excluded placements;
- Stored columns;
- Saved filters;
- Planning reports;
- Creating dashboards.
Before we begin ...
You've probably heard more than once: "To make money you have to invest." In this case, the time - money. To paraphrase a previous phrase, to save time in the future, you must first put it.
Many of the strategies described below, require time to adjust, in some cases - a lot. However, our goal - to save time in the long run, and these strategies will help you achieve it.
The easiest way to save time in the Google Ads - let the machines take over part of the work. Therefore, the first few strategies associated with automation. It is important to remember that automation is as good as you let it be so. It's just a machine. Good data on input = Good output data.
1. Setting up automated rules
Automated rules - this is a great tool for creating very specific alerts or changes in your account.
In fact, automated rules function as if / then statements that can be customized depending on the performance or status of the campaign.
Here are a few common applications of automated rules:
- Planning pause campaigns;
- Adjusting your bids for keywords;
- Pausing keywords with low efficiency;
- Notification of changes in efficiency.
To start, go to the "Campaigns," "Ad groups," or "Keywords", click on "Tools" and select "Create an automated rule."
The only drawback automated rules is that they can lead to unintended consequences, if not to take into account best practices. Make sure that you set up for success and not to complicate the situation.
Scripts - it's a great way to save time, but they laid the biggest learning curve of all the strategies we have described. That is, they are not vospolzueshsya here so soon, you first need to be sorted out.
In fact, the scripts - are customized transactions that Google Ads can do in your accounts. And it is much more advanced functionality than automated rules.
Scripts can be used to:
- Day bid adjustments;
- Bid at the keyword level;
- Budget management campaign;
- A / B-testing;
- Audience management, etc.
As you can see, the scripts can help in almost all matters.
The good news is that in order to use scripts optionally be a programmer. There are many ready-made scripts that can be used in the accounts.
3. Use of automated bidding strategy
One of the most common changes that advertisers typically make to your campaigns are betting. At the same Bidding - this is also one of the easiest tasks to automate.
At the most basic level to plan changes in the rates, you can use automated rules.
More reliable way is to use one of the suggested Google smart strategies. Among the available options - "Maximize clicks", "Target return on ad spend," "Maximum Conversion", "Target impression share" and others.
Depending on the goals that you set for your campaign, you can choose the most suitable for you bidding strategy: from the least automated "Assignment Manual CPC 'enabled' Enhanced CPC 'to one where all bets are entirely determined by the algorithm .
4. Automatically generate text ads
Create ad text - this is the creative challenge that PPC-specialists must carry through the work with Google Ads. We are trying to create an attractive message to prompt the user to click on the ads, and ultimately make a purchase.
When you disable this feature, Google Ads will continue to offer new options on the page "Recommendations", but then they need to be applied manually.
Ad variations are generated using machine learning technologies controlled by Google. They are based on existing text ads, and their use may increase the effectiveness of your search campaigns.
Browse the proposed options. Some of them can be used immediately. Others may be worse, but at the same time give new ideas to create your own options.
Another great way to spend less time on the Google Ads - is to use common functionality. Do something once and use many times in the future. The best example here is to create lists of negative keywords and the excluded placements list. Let's talk more about these two strategies.
5. Create a list of negative keywords
Keyword Analysis - is an endless job, especially considering all the changes in the respective types, that have taken place in recent years.
To exclude any ad campaigns on certain queries, you can use the negative keyword lists.
Created list can be applied to individual or all of the campaigns in your account. This allows on the one hand to save time, and on the other - to ensure there are no gaps in the coverage of negative keywords.
Negative keyword lists can be managed in the "Shared library."
6. The lists of excluded placements
Lists of excluded placements - it's practically the same thing as negative keyword lists, but for display ads. Use these lists to prevent the display of advertisements on certain URL-addresses or YouTube-channel.
These lists can also be found in the "Shared library." Add them can be the same or on the tab "Placements" directly in the campaign.
There are so many tasks, saving time and money that can be made before the start of the first campaign. Specifically to accommodate industry experts place to create lists of exceptions that we can immediately use in their campaigns without the need to learn from my experience, they are not effective or may cause damage to brand reputation.
Data visualization can greatly save time, if you know what you want to see on a regular basis. Think about what information is important to you.
7. Stored columns
Even those specialists that have more than ten years working in the industry believe that the list is available on the Google Ads column is too extensive.
Define the columns that you are always viewing, analyzing the effectiveness of the campaign, and save them.
To do this, click the "Columns" above the statistics table and select "Modify columns" and select the columns that you want to include in the table.
"Save a set of columns" to save selected columns, click on the field and enter the name of the new set. Saved columns will appear in the drop-down menu "Modify columns."
Certain set can also be saved as a standard display:
Optionally, you create a different set of columns for each target metric selecting those that are important in a particular case, and then switch between them.
8. Saved filters
In addition to Columns, you can also save filters. Consider these options:
- Impression share is below 80% for branded keywords;
- Conversion by keyword lower CPA, and average position - below 4.
It is understood that these examples are not suitable for all accounts, but you can use them as a starting point for creating your own filters.
9. Automatic reports
On the "Reports" in the Google Ads, you can make a report with virtually any combination of data available in the account. The data here can also be converted into any shape, from a regular table to a variety of charts, available directly in the UI.
Use this section to create predefined reports for those statistics that you would like to receive on a regular basis.
To schedule planned the creation and sending of reports by email, use the Editor reports.
Received by mail reports can be viewed directly in your inbox, without having to go to the Google Ads.
All accounts have Google Ads tab "Overview" that helps to visualize some recent performance indicators in the account.
Each of the widgets are located on this page is preinstalled. However, you can customize them to displays the information that you need.
Do more, and spend less time
Google Ads definitely requires a large investment of time. However, there are many ways to save time, if you are set up for success. Set out in article strategies will help you achieve this goal.