An efficient Google Ads campaign consistently receives the most conversions for the same spend. In other words, they get the most for their money. Now sometimes spend depends on demand (for instance, if you’re in a slow season) but we should always be looking to get as many sales or leads for our clients as possible.
To ensure my clients’ campaigns are most efficient, I review these Google Analytics reports on a regular basis. To get these reports setup properly, it assumes a couple things:
If all these items are true, you can setup these reports and get more from your Google Ads campaign.
Caution: this only accounts for goals trackable in Google Analytics. If you’re running call extensions (for instance) they won’t be considered a Goal completion in analytics. In other words, check before you take any draconian measures.
If you have any questions (or suggestions) on these reports, Tweet me.
Save Money from the Most Expensive Google Ads Search Queries
One important way to make sure you’re not wasting money is by actively maintaining your negative keyword list. This prevents you from bidding on something irrelevant to what you have to offer your customers. You can use this report in Google Analytics to make it easy to find new negative keywords you should add to your campaign or ad group.
Save report as “Most Expensive google Ads Search Queries”
Schedule to send it to yourself every week. I recommend sending it as a CSV or Excel file.
What do with this data?
You’re spending money to get these queries but are these search queries relevant to what you have to offer? Are there any negative keywords you could add to prevent wasting money?
Spend Money Efficiently with Your Expensive Google Ads Keywords
When you start a PPC campaign, you will probably start very broadly- with as many keywords as you can that you think might bring you customers. Over time, however, you might find that some of these keywords don’t really bring you customers- and might be spending money that could be better spent on keywords that clearly bring new customers. Here’s a Google Analytics report that will show you if you’re bidding on the right keywords or wasting money on the wrong ones.
These keywords spend money, but don’t produce any conversions.
Are there keywords for which you’re spending money but never seem to convert? Are you sure you want to bid on them? Could this money be spend somewhere else?
Look at your ad groups that contain these keywords (from within Google Ads). Is one of the keywords in this group dominating it by spending most of your money? If so, you might move that keyword into a separate campaign, to see of others start converting.
Get More from Your Most Effective Keywords
If you’re running a successful PPC campaign, you might discover some keywords that consistently bring you new customers. To find these, and get the most out of those clicks, use this report.
Filter by Goal Conversion Rate = 0 and Impressions > 1
Add a secondary Dimension- Google Ads: Ad Group
Sort by CTR
Save as “Least Effective Google Ads Landing Pages”
What do with this data?
People are seeing your ads but aren’t converting. The problem might be:
Is your ad copy compelling enough to attract people to your website? Do you have a call to action or a compelling reason to click on your ad- as opposed to the others? Try improving your ads.
Is this keyword going to the right landing page? Double check.
Could the landing page be improved? Is it built for conversions?
Is this just a bad keyword- not oriented for conversion? Informational in nature? If so, you might just pause the keyword so that money can go elsewhere.
You don’t always have to spend more money to get more conversions from your Google Ads account. Squeeze as many conversions as you can from your existing budget (using these reports will help) before you send Google any more cash.
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Conversion Control Summit
David was a featured speaker at the Conversion Control Summit 2020.