Why to use mind map for Google Search Ads management?
When doing Google Ads Search campaign optimization there are many different elements that marketer should consider:
- Keywords and search terms
- Ad copies
- Ad groups
- Landing pages
- Quality scores
Making analysis right off the bat can feel overwhelming.
Using a system to do it step by step is very useful and allows you to check all important aspects without missing important parts.
Many use checklists. However, their logic could be too limiting and simplistic – it is easy to miss some important steps.
Using Mind Map on the other hand makes an approach clearly defined, while also leaving enough room for flexibility.
So, how does the mind map look?
Full mindmap here – https://mm.tt/927860797?t=R5VShgqILg
How to use the mind map?
The process of account analysis into 4 main levels.
Level 0 – check general account performance. Check the numbers and KPIs for the whole account. How is it performing (Impressions, Clicks, CPC, CTR, conv. rate, impression share, ad position)? Is the spending inline with the budget? How are conversion numbers looking?
Ideally you would want to use dashboard, that would update automatically or semi-automatically, where you see all those numbers.
Google Data Studio is a good option for that (read here how I do it).
Level 1 – analyze keywords in more details. If the performance of some campaigns inside the account is lagging, take a more closely look at them.
First of all focus on search terms that are triggered by the keywords and what is wrong there. Use Google Analytics reporting and look into Bounce rate, time on site, number of pages visited.
Download the data from Account Manager or Google Editor and work with it in Excel sheets or Google Sheets. This way you will have the document with comments you can always refer to.
Level 2 and Level 3 – the analysis of ad and landing page performance. Very often making changes to keywords is not enough and analyzing ad copies and how they correspond to the landing page is additionally needed.
The detailed process varies from client to client, but the always focus on biggest money wasters (20/80 rule) first.