I am in London (UK) this week for a speaking gig at Search Marketing eXpo (SMX London).
My session is titled: “Little-known tactics to audit your Google Ads account (partly automated, of course)”
If you’re at the event, don’t be a stranger, come say hi. 🙂
Here are three of the 20+ ideas I’ll be talking about:
1) Ad Extensions Usage Audit
Check the top campaigns to ensure they’re using all recommended ad extensions, customized at the campaign/ad group level to increase CT, CVR, and QS (think: sitelinks, callouts, snippets).
Script the process so that you get a list of the top campaigns that could be improved with campaign-level assets. Run monthly.
2) Outdated Ad Copy Checker
Scan for old dates (i.e., ‘2024’) or expired promotions (i.e., ‘BF Discount’) in ad copy to keep messaging current.
Script the process so that you get an email with a link to outdated ads. Run weekly.
3) Geo-Performance Auditor
Analyse performance by geographic region to refine geo-targeting and budget allocation. Exclude or segment underperforming regions.
Script the process so that you get an email if a region is significantly under- or overperforming. Run monthly.
– Nils