Google Ads Keyword Optimization Robot
๐ฉโ๐ผ How my wife saved 32 workdays on her daily Google Ads operations past year?
My wife (Ebru) had a small marketing agency in the past 2 years and now she is in charge of another small one as a performance marketing director in the UK.
As digital workers, the curse of our work is to think about our tasks when beyond our active working hours. We just canโt easily get rid of them when we turn off the screen. This issue affects me, her and every digital nomadโs life. Luckily, we are given tools and tricks to overcome this issue.
If you are dealing with Google Ads operations, there is a way to turn the volume of those noises down, even if you are not close friend with AI or machine learning. I call it AUTOMATION. You give all the repetitive tasks to the robot while keeping the control on every step.
Here are the real example emails from one of her last year clients:
Ebru was working when sleeping :) And below charts are the actual outputs from 2019. Since there are no emotions at algorithms, they just execute the right decisions.
Output #1: Cost per clicks went down from 0.6 to 0.3.
Output #2: Click-through rate jumped to %2
Output #3: Last and most important metric is sales. There was barely a transaction before the algorithm but, you can see the outputs below:
The question is that was Ebru not capable of doing these things? She is very talented however, these changes require extensive brainpower and time which none of us has enough.
How did I accomplish?
I observed her daily routine.
Put her procedure into the flow which mimics her actions (The below graphic)
And then I created Google Ads rules to execute this flow. (Detailed walk-through is here)
The path should be clear but, let me explain one by one:
The path starts by adding a new keyword. This is the life of keywords. We will walk-through together from birth to the end.
Every keyword deserves a chance. That is because we are increasing the CPC bid until it gets enough impression. (In this case, 50)
Then, we are looking at the CTR number which is important for the audience & keyword match. If there is no click -> pause the keyword.
If we see the light, I mean clicks then, weโll look the position of the keyword. I have created this rule by keyword position formerly but no, Google Ads brought a new metric called โTop impression shareโ. The first position always needs sacrifice, That is because Iโm always trying to balance the keywords just below this position if I have a limited budget.
It is time to evaluate the actual financial performance. We have enough clicks (200) for most of the business (holiday business needs more clicks).
If you ask me about the only metric about performance marketing optimization, I would say Value/Cost. All of the other metrics are insignificant beside Value/Cost. Imagine that your CPC is below $0.01 but, you have ZERO conversion.
Navigate to โRulesโ under the โBulk Actionsโ menu in your Google Ads account and open the door of the automated optimization:
If you need detailed walk-through for each rule, click the below button [Paid Content]
There are previous premium contents for paid subscribers:
๐ค How to Build a Google Ads Optimization Robot? [Premium #3]
๐ What percentage of your Shopify revenue comes from loyal customers? [Premium #2]
โ The simplest way to calculate the LTV for your Shopify [Premium #1]