Please avoid making any direct changes to your campaign settings in general
It is always preferable and highly recommended that we discuss this first. Our dedicated Google Ads team is here for you – we always try to be as responsive and accommodating as possible. We understand the urge to tweak things and make them potentially better/faster but if our team is not aware, and your actions result in poor ad performance or skewed data, it will be harder and may take a lot of time to reverse the issue(s) and restore lead generation to an acceptable level.
The “Expert” Google Ads profile has a section called “Recommendations”. Besides presenting an overall account score based on many variables, Google is also giving suggestions on improving performance by simply clicking on a few buttons. We strongly advise to not click and apply any recommendation option in your Google Ads account. Google’s systems are smart and can be very effective if you know how to utilize
them correctly. But they can also create complicated problems if system suggestions are executed poorly. Applying a recommendation without knowledge of the potential side-effects to your campaigns is often a costly mistake.
We experienced a few cases where clients or their team clicked every “Auto-Recommendation” option in their Google Ads account in order to “increase the score and performance” . Within 2-5 days they all experienced serious quality issues with their lead generation. Please let us know before you apply any recommendation, even if Google employees or their system suggests it.
Please let us know if your website forms, emails, and/or phone numbers change or are updated while we manage your Google Ads campaigns.
A very important part of any campaign is conversion tracking. Through accurately tracking valuable user actions on your website (like contact forms, phone numbers, etc) we are able to measure campaign
success and optimize for best performance.
Example: If we are tracking the “Thank You” page redirection of an important form after it gets submitted, and the redirection URL changes, or is completely removed, our tracking will not function anymore. If that happens performance might look really bad as costs will seemingly increase and lead generation will appear to decrease. Our team checks and verifies your tracking settings often, but there can be cases when we notice website changes too late, so our data collection and reporting are negatively affected.
Finally, please avoid repeatedly searching for your own ads in order to find out if the
Google platform or your campaigns function properly.
This does not work. Google is smart enough to know that the same searches are carried out on the same keywords from the same people. Changing your IP or switching to incognito/private browser mode
might be a temporary solution but be aware of potential side effects:
Finding your ads but not clicking on them sends Google the signal that the ad is not preferable
or relevant to the term you searched for, resulting in lower scores.
If you click on your ad you will get charged with the current auction cost per click and further
skew the reported traffic data.
The Visibility section of this PPC report can answer all your questions on this subject. Impressions is the metric that indicates how many times people saw your ad. The next step is engagement with Clicks, then the tracked user Conversions and the Cost that generated everything. Our main goal is always more quality conversions/leads for less cost.
Google Ads performance is faster than SEO, but it is not instant. The industry standard to achieve max performance on average is 2 months at an appropriate monthly campaign budget for the Industry. This amount of time is necessary to collect & analyze enough traffic data, so as to perform essential optimizations with the goal of gradually boosting lead generation until we reach a stable and profitable performance. Please keep in mind that the system learning phase, for a new Google Ads campaign that was just turned on, is 5-7 days. During the first month, performance might not be optimum, but in most cases, it will improve during Month 2 and moving forward. Our team’s goal is to generate quality leads for you on day 1 if possible, but we need to be aware that this scenario will not be realistic for all campaigns, especially at a low monthly budget.
Thank you for reading, and for your help on the mentioned matters! We strongly believe that you should have direct access and ownership of your Google Ads accounts and campaign data whenever you need to. Please let us know if you have questions or need to discuss your campaign performance!