Let us therefore summarize the rules we a
Posted: Mon Dec 23, 2024 9:12 am
If we click just below the name of the metric, on "<>", we will display more information about it, with its before, after and the variation it has undergone in more detail.
Making a comparison with a previous period when everything was working normally is a fantastic way to try to find out what the problem is.
If we observe something that strikes us, we should look into it in more depth.
Some metric may catch our attention and if we pull the thread we may reach the cause of the problem, if it is only one.
Due to time constraints, we cannot go into much more detail on this matter.
2.3.2 I can't make any of my campaigns profitable
We cannot be profitable at everything, and that is a great truth that the sooner we learn, the better.
In almost all e-commerce sites there are certain product lines that are not as profitable as we would like.
In this case we can:
A. Ignore these categories and exclude them.
B. Allocate very limited investments to them and maintain a minimal presence.
I would wait a few months to try to make all kinds of optimizations and rule out that there is no possible way to become profitable.
So, if we are an agency, we could transfer the problem to the client, so that they can contribute their vision.
Remember that the client has a knowledge of his business that we do not have in all its dimensions.
Identify Google Ads campaigns with more difficulties to fit ROAS
However, it is true that, generally, within a given campaign that has a ROAS below our target, we can sometimes find a series of adgroups that are profitable.
Therefore, at a certain point, we can pause these groups that are not working . To do this, we can set a maximum cost per ad group, which we will pause if we have not been able to obtain profitability in that niche.
Likewise, it is also very interesting to set a spending limit per keyword , after reaching which we will pause it if we have not managed to reach the CPA or ROAS objective that we have set.
Again, these guidelines would vary for an automated bid strategy campaign.
2.3.3 Optimization rules that can help us
Although we have already talked about them in the last sections, it is good to remember certain optimization rules that, once defined, can save us a lot of time if we use them to automate.
As we have already seen, they will be useful for enhanced or manual email list of australia CPC campaigns.
re talking about:
* Set a cost limit for a keyword in the last X days. If once this cost has been reached we have not managed to get the keyword to generate conversion, we would proceed to pause it.
Example: If keyword X has not converted in the last 120 days and has spent more than €20, we will pause it.
* Raise the bid by X cents on those keywords that are within our objective and in which we are losing Impression Share.
Example: Increase the bid by 4 cents on keywords that have had a CPA < €15 in the last 3 months and their IS is less than 80%.
Optimization rules help us save time on manual optimization and allow us to dedicate it to more strategic tasks.
* Similarly, we can have a rule to lower the bid by X cents on keywords that do not allow us to reach our goal.
Example: Lower 4 cents on keywords that have had a CPA > €15 in the last 3 months.
* On the other hand, it is important to set a limit for certain keywords that already have a history and that generate conversions at a very high CPA.
Example: If a keyword has spent more than €50 in the last 4 months and its CPA has been higher than €30 (and our target CPA is, let's say, €15), then pause it.
What do you think?
Do you think it might help you to define this to save tim
Making a comparison with a previous period when everything was working normally is a fantastic way to try to find out what the problem is.
If we observe something that strikes us, we should look into it in more depth.
Some metric may catch our attention and if we pull the thread we may reach the cause of the problem, if it is only one.
Due to time constraints, we cannot go into much more detail on this matter.
2.3.2 I can't make any of my campaigns profitable
We cannot be profitable at everything, and that is a great truth that the sooner we learn, the better.
In almost all e-commerce sites there are certain product lines that are not as profitable as we would like.
In this case we can:
A. Ignore these categories and exclude them.
B. Allocate very limited investments to them and maintain a minimal presence.
I would wait a few months to try to make all kinds of optimizations and rule out that there is no possible way to become profitable.
So, if we are an agency, we could transfer the problem to the client, so that they can contribute their vision.
Remember that the client has a knowledge of his business that we do not have in all its dimensions.
Identify Google Ads campaigns with more difficulties to fit ROAS
However, it is true that, generally, within a given campaign that has a ROAS below our target, we can sometimes find a series of adgroups that are profitable.
Therefore, at a certain point, we can pause these groups that are not working . To do this, we can set a maximum cost per ad group, which we will pause if we have not been able to obtain profitability in that niche.
Likewise, it is also very interesting to set a spending limit per keyword , after reaching which we will pause it if we have not managed to reach the CPA or ROAS objective that we have set.
Again, these guidelines would vary for an automated bid strategy campaign.
2.3.3 Optimization rules that can help us
Although we have already talked about them in the last sections, it is good to remember certain optimization rules that, once defined, can save us a lot of time if we use them to automate.
As we have already seen, they will be useful for enhanced or manual email list of australia CPC campaigns.
re talking about:
* Set a cost limit for a keyword in the last X days. If once this cost has been reached we have not managed to get the keyword to generate conversion, we would proceed to pause it.
Example: If keyword X has not converted in the last 120 days and has spent more than €20, we will pause it.
* Raise the bid by X cents on those keywords that are within our objective and in which we are losing Impression Share.
Example: Increase the bid by 4 cents on keywords that have had a CPA < €15 in the last 3 months and their IS is less than 80%.
Optimization rules help us save time on manual optimization and allow us to dedicate it to more strategic tasks.
* Similarly, we can have a rule to lower the bid by X cents on keywords that do not allow us to reach our goal.
Example: Lower 4 cents on keywords that have had a CPA > €15 in the last 3 months.
* On the other hand, it is important to set a limit for certain keywords that already have a history and that generate conversions at a very high CPA.
Example: If a keyword has spent more than €50 in the last 4 months and its CPA has been higher than €30 (and our target CPA is, let's say, €15), then pause it.
What do you think?
Do you think it might help you to define this to save tim