Think of Google Ads like owning a car.
What would happen if you ignored all the warning lights and skipped your scheduled service tune-ups?
Eventually your car would break down. Something would stop working and you would likely be forced to spend a lot of money to fix a problem that could have been avoided altogether if you had followed the recommended service schedule. In other words, it costs more money to ignore the warning signs and be forced to fix a broken car than it does to have your car regularly tuned up.
The same is true with advertising on Google Ads.
However, there is one huge difference…
We take it for granted now, but cars were not always equipped with self-diagnostic tools and “idiot lights” to tell us there was a problem. Can you imagine if there was no “check engine” or “brake fluid” light? How would you ever know if your car needed a quick tune-up?
Most likely you would not know you needed help until it was too late and your car was stalled in the breakdown lane. Luckily all cars now come with plenty of warning lights so you don’t have to be a motor head to maintain your car.
But this is certainly not the case with Google Ads.
There are no “idiot lights” that illuminate red when your campaigns are underperforming to indicate you need a tune-up. Instead, you’ll need to do a manual audit. In this article, I put together a checklist that highlights some potential problems in your campaigns. Use this list to see if you have any flashing “red lights” indicating your campaign needs a tune-up.
Remember, it’s less costly to continually tune up your ads than it is to ignore them and later have to fix a completely broken down campaign.
The first warning sign is your keyword list in a Google Ads Search campaign. The “check keywords” light will illuminate red indicating a problem if any of the following conditions are true:
If your “check keywords” light is on, then take action immediately to change your keyword match types, add negative keywords and restructure your ad groups. Until you fix this problem your ad campaign will struggle to get out of the breakdown lane.
Next, let’s move on to your ads…
The second warning sign is your ad copy. The “check ads” light will illuminate red indicating a problem if any of the following conditions are true:
If your “check ads” light is on, then take action immediately to add ads to your ad groups, set up all appropriate ad extensions and restructure your ad groups so that your ads are 100% relevant to all keywords in the ad group. By fixing your keywords and your ads you’ll ensure you’re targeting your ideal customers and driving as many prospects to your website as possible.
Next, we need to review what happens when your prospect “lands” on your website…
The third warning sign is your landing page copy and layout. The “check landing pages” light will illuminate red indicating a problem if any of the following conditions are true:
If your “check landing pages” light is on, then take action immediately to create a unique landing page for each product or service you’re advertising, and make sure your landing page copy is 100% congruent with your ads.
At this point, you know your keywords, ads, and landing pages are all set up properly to maximize your advertising investment. However, we’re not done yet. The only way to continually improve your campaign is to track your key performance indicators.
This brings us to the last warning sign…
The fourth and final warning sign is your conversion tracking. The “check tracking” light will illuminate red indicating a problem if any of the following conditions are true:
If your “check tracking” light is on, then take action immediately to set up webform conversion tracking (and revenue tracking if you have an e-commerce website), website call tracking, call extension tracking and offline sales import conversion tracking.
Now that you’ve completed the 4 steps above, does your Google Ads campaign need a tune-up?
If you would like hands-on help, click here to request a Google Ads quote.