5 things you should check in your Google Ads account right now

By: Jyll Saskin Gales, Google Ads Coach

Are you concerned that your Google Ads campaigns are not performing as well as they could be? Whether you're a seasoned Google Ads pro or a beginner just starting out, there's always room for improvement.

In this post, I'll share insights from the hundreds of Google Ads Account Audits I've completed as a (now ex-)Google employee and Google Ads consultant. 

What We'll Cover:

• Common Google Ads mistakes to avoid
• The importance of search impression share
• How to leverage quality score to your advantage
• Bidding strategies: Manual vs. automated
• Best practices for responsive search ads (RSAs)
• The role of ad copy in campaign success

Common Google Ads Mistakes to Avoid

Even experienced advertisers can make mistakes when setting up and optimizing Google Ads campaigns. Some common pitfalls to watch out for include:

• Incorrect campaign settings: Not tailoring settings to your specific campaign goals, such as opting a search campaign into search partners and the display network when it's not appropriate.
• Keyword match type mishaps: Using broad match keywords without proper monitoring or negative keyword implementation.
• Neglecting fundamental metrics: Overlooking key metrics like search impression share, quality score, and bid strategies.

The Importance of Search Impression Share

Search impression share reveals how often your ads are showing compared to the total number of searches they could potentially show for. By understanding why your ads are missing out on impressions, you can diagnose various campaign issues and improve overall performance.

Leveraging Quality Score

While quality score might be a controversial metric, it's a valuable tool for identifying areas for improvement. By focusing on factors that influence quality score – such as ad relevance, expected click-through rate (CTR), and landing page experience – you can enhance your campaign's effectiveness.

Bidding Strategies: Manual vs. Automated

Choosing the right bidding strategy can significantly impact your campaign's success. While manual bidding offers more control, automated bidding strategies leverage machine learning to optimize your bids in real time. I recommend using automated Smart Bidding strategies for most campaigns, especially those with larger budgets.

Best Practices for Responsive Search Ads (RSAs)

RSAs are a dynamic ad format that allows you to provide multiple headline and description options. Google Ads then tests different combinations to find the most effective ones.

To get the most out of RSAs, aim for at least 10 unique headlines and three distinct descriptions.

The Role of Ad Copy in Campaign Success

Your ad copy is the first impression potential customers have of your business. Make it count! Strong ad copy should be compelling, include relevant keywords, and have a clear call to action.

Don't underestimate the impact of well-crafted ad copy on your campaign's performance.

Ready to Audit Your Google Ads Account?

If you're ready to take a deep dive into your Google Ads account and uncover hidden opportunities for improvement, consider booking a Google Ads Account Audit with me. I can help you identify areas for optimization and achieve better results from your Google Ads campaigns.