It is super simple.
The first thing I do is analyze…
The clicks, impressions, avg CPC, cost, and conversions.
I quickly make a decision if something is off or we are still on track.
If there is a quick spike on any of the variables mentioned above.
Analyze.
It might be an improvement or it might be an obstacle.
This means that whatever google is suggesting I can either.
Apply it or dismiss it all.
However, it always has to be at 100% optimization percentage.
An example can be, “improving assets”
If so, I update or rotate whatever digital assets we have to test.
This tab is the longest but the most important.
We get to analyze the insights of the campaign.
We see the insight search category.
Let’s say we have picked a different audience signal
But google is providing a different search category
Then we either update the advertisement copy like headline etc.
Or we modify our audience signal to fit the search category google is recommending.
Within the insight we get to see the ‘cost’ as well.
We see if any of the changes made regarding the insights
We see if it has been affected positively or negatively
And go from there.
Once the ad has collected enough data, Google will show you your direct competitors.
It will provide you who you are directly competing with and your current standing vs your competitors.
This is gold.
As we get to analyze all of the competitors and we track data.
KPIs.
Another gold variable is the search term.
The search terms will show you the keywords with the most…
Impressions, clicks, conversions.
This is where we get to remove certain keywords if they are not within our positioning goal.
We simply analyze the search terms for the day or for the week and exclude or leave those keywords alone.
Simple.
These other variables are important but will require more data to be collected like:
When ads showed, where ads showed, matched locations, where and where ads showed. This is super cool as it allows you to collect more data.
To make even better optimization.
To highly focus on the most important = conversions / leads.
There is a lot to analyze here as we get to analyze it all.
Headlines.
Images.
Videos.
Call to actions.
It provides you the entire number of clicks, impressions, conversions and cost generated by each variable.
Super cool.
Lastly…
Here you get to see..
Keywords found under the negative section.
Which means, you are not going to rank for that specific keyword.
You will also see location..
You can see which state, city, region, zip code your ads showing up more.
What can you do with this?
Optimize, focus by targeting only one state, city, region, zip code and more.
It falls under under ‘traffic’
At this point, the positioning has been audited and improved.
If the traffic is still lacking then there is a positioning issue.
We revisit the positioning to figure out what is the problem.
Learn about the Five Factor Market FrameworkOr 👉 Book your consultation today and see if MarketStra is the partner you’ve been looking for.
