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What to check and to optimise after launching your campaign

What to check and to optimise after launching your campaign

In this tutorial:
Few hours after activating your campaign
After 24 hours
First week
If your campaign is not delivering results
If your campaign is successful
Growing a profitable campaign
ROI (Return On Investment)
Recommendation tab
Long term optimisation and calendar

Note: Some screenshots on this page are not from the fictitious DietZone campaign.

Few hours after activating your campaign

– The campaign status should be ‘Eligible’, and deliver impressions and clicks.
Our fictitious campaign tutorial DietZone – ‘Eligible’ with impressions and clicks.

Ads Status
– The ads status should be ‘Approved’.
Our fictitious campaign tutorial DietZone – Ads ‘Approved’.

Ads Disapproved
If the status of your ads shows ‘Disapproved’, your ads violate the Google Ads policies and are not able to run. Get in touch with Google Support.
Select your country, Google shows you the phone number to call, and the support’s hours and days.

Ad Notifications
Check also for account notifications – the bell icon on top right of your account.

You can also check Policy Manager for disapproved or limited approval ads.
TOOLS & SETTINGS > Policy Manager.

After 24 hours

Check your campaign is showing impressions. If you see 0 impressions, or just a few, you need to review your keywords and bidding.

Search Terms
– Review the Search Terms and set irrelevant searches as negatives.
Keywords > Search Terms > Add as negative keywords.

Negative Keywords
– Check for any negative keywords that may block your ads from showing.

Daily Budget
– Check your daily budget is not exceeding its limit.

First week
The first week after launching your campaign you need to check and optimise the most important metrics.
Columns to add to check metrics
Daily cost
Campaign Limited by budget
Cost per click
How much should I bid for a keyword?
Search Terms
Call extension (if you activated it)
Quality Score

Columns to add to check metrics
In order to optimise your campaign, you need to add some columns, see below.
To add columns, select your relevant Campaign, Ads, Keywords, Search terms – then COLUMNS > Modify columns.

Clicks, Impressions, CTR, Cost,  Avg. CPC.
Competitive Metrics: Imp (Abs. Top) %, Imp (Top) %, and all the columns on that section.

Performance: Clicks, Impressions, CTR, Cost,  % Served.

Performance: Clicks, Impressions, CTR, Cost.
Attributes: Match type, Est. first page bid, Est. first position bid,
Competitive Metrics: Imp (Abs. Top) %, Imp (Top) %, and all the columns on that section.

Search Terms
Performance: Clicks, Impressions, CTR, Cost, Imp (Abs. Top) %,Imp (Top) %.
Attributes: Keyword.

Daily Cost
On days when traffic is very high, your cost could be up to two times your daily budget. However, you will not be charged more than your monthly limit, basically, the average number of days in a month (30.4) multiply by the average daily budget.

Campaign Limited by budget
If your campaign status shows ‘Limited by budget’, but your campaign is performing well, and it is profitable, increase your budget if permitted.

Cost per click
After launching your campaign, to know exactly how much to bid for your keywords can be difficult.

If your bids are too low, you may be missing on impressions and clicks, or your ads not showing on the first page.

Check your keywords Estimated first page bid (Est. first page bid),  Estimated fist position bid, and Estimated top of page bid (Est. top of page bid).

Search Keywords > COLUMNS > Modify Columns > Attributes > Check Est. first page bid > Estimated fist position bid > Est. top of page bid.

These are just estimations, and your CPC (Cost per click) may vary once your keyword enters the Google Ads auction. The estimated figures is for the exact match permutation.

If you need to raise your bids, do it gradually, and not necessarily following the Google Ads estimated figures. Once you’ve raised your bids, monitor closely their performance.

As a general rule:
– If you don’t get enough click, increase your budget but ensure your campaign remains profitable
– Reduce your bid for high cost per click keywords.
– Pause high cost per click keywords that are not performing.
– Try new keyword variations.

How much should you bid for a keyword?
Finding how much revenue your keyword generates allows you to set up the most profitable bid for your keyword and to make strategic decisions about bidding and budgets.

– Ensure your ads are showing on your busiest days and times.
– Keep the top performing ads and test new versions for the poorly performing ads.
– Review your call to action (CTA) making sure it is strong and compelling.
Test different calls to action.

Conversion tracking measures the success of your campaign.

The Conversion tracking status for your Conversion action should be ‘Recording conversions’.

TOOLS & SETTINGS > Conversions > Conversion actions > Tracking status.

Our fictitious campaign tutorial DietZone – ‘Recording conversions’.

Alternatively, you can check the web page on which the conversion action is tracked.

TOOLS & SETTINGS > Conversions > Conversion actions > Select your conversion action > WEBPAGES.

Search Terms
Keywords > Search Terms
– Identify new keywords to add to your campaign/ad group.

– Add irrelevant keywords to your business as negative keywords.

– Use the Match type column to identify which match types are right for your ads.

– Add the keyword column to identify which keywords matched the search terms and triggered your ad.

Keywords > Search Terms > COLUMNS > Modify columns > Attributes > Keyword.

Negative Keyword Lists
Instead of applying negative keywords to each campaign or ad group individually, create negative keyword lists and add negative keywords to the lists.

TOOLS & SETTINGS > Negative keyword lists > Edit, remove or apply negative keywords.

Call extension
If you activated Call extension check your Phone impressions and Conversions.
– Select your campaign >  Call details: Check these columns: Phone calls > Phone impr. (impressions).

If you use a Google forwarding number Google gives you a unique phone number that is displayed with your ads.

A detailed report about all calls or messages is generated from your ads to check performance.

Select your campaign > Ads > Extensions > ADD FILTER > Extension type > Call details.

Quality Score
The Quality Score is reported on a scale of 1-10. The lowest rating is 1, and the highest is 10.

The main factors determining the Quality Score are:
Exp. CTR (Expected click-through rate).
Ad relevance.
Landing page exp. (Landing page experience).

Check your keywords Quality Score to find out which component needs improvement.

To check your Quality Score 
Keywords > Check the columns Exp. CTR, Ad relevance, and Landing page exp.
If you don’t see these columns: COLUMNS > Modify columns for keywords > Quality score > Check Exp. CTR, Ad relevance. and Landing page exp.

If your campaign is not delivering results
After the first week, if your campaign is not delivering any results, test it for another week or two, especially if you don’t have enough data.

After 3 weeks, if your campaign is still not delivering any results, I suggest to pause it and get in touch with me to discuss what level of advice/support I can give you.

If your campaign is successful 
A campaign is successful when it reaches its objectives and goals.

After 2/3 weeks, if your campaign is very successful, increase campaigns, ad groups, keywords, ads, and other features.

Growing a profitable campaign
Once your campaign passed the testing stage, you should have enough data to understand which CPC (Cost per click) bids, keywords, ads, and settings work well.

In the growth stage, make sure you increase your customer base, but your campaign (or campaigns if have expanded) remains profitable.

ROI (Return On Investment)
ROI can also be called ROAS (Return on Ad Spend).

Your ROI can be calculated as revenue from sales, minus advertising costs, all divided by your investment.

The higher your campaign’s conversion rate, the better the ROI.

When a campaign is profitable, you should increase its budget (if you can afford it) to grab more market share.

However, if the campaign, or ad groups, are no longer profitable, review your CPC bids, keywords and ads to make sure the campaign returns profitable.

Recommendation tab
The Recommendation tab gives you an indication of how many more weekly interactions you can get if you raised your budget, as well as the additional weekly cost and cost per interaction.

Long term optimisation and calendar
Long term optimisation and calendar

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