{"id":2425,"date":"2020-01-23T15:30:10","date_gmt":"2020-01-23T14:30:10","guid":{"rendered":"https:\/\/www.suisseo.ch\/en\/?p=2425"},"modified":"2020-01-23T15:30:10","modified_gmt":"2020-01-23T14:30:10","slug":"10-google-ads-tricks-to-fully-optimise-your-account-part-2-2","status":"publish","type":"post","link":"https:\/\/www.suisseo.ch\/en\/blog\/sea\/10-google-ads-tricks-to-fully-optimise-your-account-part-2-2\/","title":{"rendered":"10 Google Ads tricks to fully optimise your account (part 2\/2)"},"content":{"rendered":"<p><span style=\"font-weight: 400\">If you are unlucky enough to have missed the first part of this article, you can catch up <a href=\"https:\/\/www.suisseo.ch\/en\/blog\/sea\/10-google-ads-tricks-to-fully-optimise-your-account-part-1-2\/\">here<\/a>!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">For the rest of you, lucky ducks, I hope you are sitting comfortably. Let\u2019s get going:\u00a0<\/span><\/p>\n<h1><span style=\"font-weight: 400\">6# The average position<\/span><\/h1>\n<p><span style=\"font-weight: 400\">To compare results to competitors, Google has long been using the metric of Average Position. However, starting September, the firm will be sunsetting this approach. Here are some reasons for the change.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Let\u2019s consider an average position of 1.3, you would think that you are always at the top of the page, right? Mostly first, sometimes second, on the odd occasion third\u2026 and yet the reality is somewhat different. To understand these results a little better, we\u2019re going to show you 3 metrics that offer a much more accurate vision of reality: top of page rate, absolute top of page rate and lost impression share.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Take a look at the following results:<\/span><\/p>\n<p><a href=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Presentation-of-the-different-metrics-to-compare-your-performance-with-your-competitors.png\"><img decoding=\"async\" class=\"alignnone wp-image-2429 size-full\" src=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Presentation-of-the-different-metrics-to-compare-your-performance-with-your-competitors.png\" alt=\"Presentation of the different metrics to compare your performance with your competitors.\" width=\"584\" height=\"187\" srcset=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Presentation-of-the-different-metrics-to-compare-your-performance-with-your-competitors.png 584w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Presentation-of-the-different-metrics-to-compare-your-performance-with-your-competitors-300x96.png 300w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Presentation-of-the-different-metrics-to-compare-your-performance-with-your-competitors-188x60.png 188w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Presentation-of-the-different-metrics-to-compare-your-performance-with-your-competitors-170x54.png 170w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Presentation-of-the-different-metrics-to-compare-your-performance-with-your-competitors-215x69.png 215w\" sizes=\"(max-width: 584px) 100vw, 584px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">Looking at these three measures, it\u2019s easy to see that some opportunities have been lost. Let\u2019s start with lost impression share. This figure simply shows the number of auctions your ad has lost. More than 2 out of 10 times, your ad is simply not displayed. Of these 8 times, top of page rate indicates that it is not positioned well 71% of the time. And finally, the absolute top of page rate shows that, of these 8 times, it is in first position 58% of the time.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The reality is therefore as follows for the 10 auctions the ad has participated in:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The ad is actually displayed less than 8 times out of 10<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The ad is top of page less than 6 times out of 10<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The ad is in 1<\/span><span style=\"font-weight: 400\">st<\/span><span style=\"font-weight: 400\"> position less than 5 times out of 10<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">An average position of 1.3 suddenly doesn\u2019t seem as great, right? <\/span><span style=\"font-weight: 400\">&#x1f609;<\/span><span style=\"font-weight: 400\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Once the shock of this harsh reality has worn off, you have two levers at your disposal to improve your ranking: Quality Score and bid amount.\u00a0<\/span><\/p>\n<h1><span style=\"font-weight: 400\">7# Goal-Optimized Shopping Campaigns<\/span><\/h1>\n<p><span style=\"font-weight: 400\">A powerful tool that is not always easy to access. You need to set up e-commerce tracking and have a remarketing list of at least 100 active users to activate it, but the results we got for one of our clients speak for themselves:\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\"><a href=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Table-showing-the-results-obtained-with-Goal-Optimized-Shopping-compared-with-a-standard-campaign.png\"><img decoding=\"async\" class=\"alignnone wp-image-2430 size-full\" src=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Table-showing-the-results-obtained-with-Goal-Optimized-Shopping-compared-with-a-standard-campaign.png\" alt=\"Table showing the results obtained with Goal-Optimized Shopping compared with a standard campaign\" width=\"512\" height=\"213\" srcset=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Table-showing-the-results-obtained-with-Goal-Optimized-Shopping-compared-with-a-standard-campaign.png 512w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Table-showing-the-results-obtained-with-Goal-Optimized-Shopping-compared-with-a-standard-campaign-300x125.png 300w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Table-showing-the-results-obtained-with-Goal-Optimized-Shopping-compared-with-a-standard-campaign-166x69.png 166w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Table-showing-the-results-obtained-with-Goal-Optimized-Shopping-compared-with-a-standard-campaign-245x102.png 245w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Table-showing-the-results-obtained-with-Goal-Optimized-Shopping-compared-with-a-standard-campaign-144x60.png 144w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Table-showing-the-results-obtained-with-Goal-Optimized-Shopping-compared-with-a-standard-campaign-180x75.png 180w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/a>\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">How can this evolution be explained? Goal-Optimized Shopping campaigns take the advertiser\u2019s optimised date and combines it with the data possessed by Google to contextualise the user\u2019s intention through machine learning.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The result: Google displays the most relevant ad in terms of the query, time, place, frequency, price, etc.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Diagram-showing-a-number-of-elements-taken-into-account-by-Google\u2019s-machine-learning-in-a-Goal-Optimized-Shopping-Campaign.png\"><img decoding=\"async\" class=\"alignnone wp-image-2431 size-large\" src=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Diagram-showing-a-number-of-elements-taken-into-account-by-Google\u2019s-machine-learning-in-a-Goal-Optimized-Shopping-Campaign-1024x456.png\" alt=\"Diagram showing a number of elements taken into account by Google\u2019s machine learning in a Goal-Optimized Shopping Campaign\" width=\"1024\" height=\"456\" srcset=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Diagram-showing-a-number-of-elements-taken-into-account-by-Google\u2019s-machine-learning-in-a-Goal-Optimized-Shopping-Campaign-1024x456.png 1024w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Diagram-showing-a-number-of-elements-taken-into-account-by-Google\u2019s-machine-learning-in-a-Goal-Optimized-Shopping-Campaign-300x133.png 300w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Diagram-showing-a-number-of-elements-taken-into-account-by-Google\u2019s-machine-learning-in-a-Goal-Optimized-Shopping-Campaign-768x342.png 768w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Diagram-showing-a-number-of-elements-taken-into-account-by-Google\u2019s-machine-learning-in-a-Goal-Optimized-Shopping-Campaign-155x69.png 155w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Diagram-showing-a-number-of-elements-taken-into-account-by-Google\u2019s-machine-learning-in-a-Goal-Optimized-Shopping-Campaign-229x102.png 229w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Diagram-showing-a-number-of-elements-taken-into-account-by-Google\u2019s-machine-learning-in-a-Goal-Optimized-Shopping-Campaign-135x60.png 135w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Diagram-showing-a-number-of-elements-taken-into-account-by-Google\u2019s-machine-learning-in-a-Goal-Optimized-Shopping-Campaign-169x75.png 169w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Diagram-showing-a-number-of-elements-taken-into-account-by-Google\u2019s-machine-learning-in-a-Goal-Optimized-Shopping-Campaign.png 1126w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">Another strength of this type of campaign is that your ads are distributed throughout every Google network, e.g, the Search network, the Display network, YouTube, Gmail and, recently, Google Images. Results have proven it to be a powerful tool that you need to test out as soon as possible.\u00a0<\/span><\/p>\n<h1><span style=\"font-weight: 400\">#8 (ab)use automated rules\u00a0<\/span><\/h1>\n<p><span style=\"font-weight: 400\">For the uninitiated, creating an automated rule may seem like a perilous exercise. The process is, however, very simple and goes as follows:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Select an element to modify (campaign, keyword, ad, etc.)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Define an action to be performed<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Decide when or how often the action should be performed<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400\">Yep, we know, that\u2019s quite a skeletal overview, apologies if that got anyone\u2019s goat, but we\u2019re going to focus on their various uses rather than their implementation. If you want to find out more about setting up automated rules, check out the resources linked at the end of the article.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">There are endless possibilities when it comes to automating the management of an account. We\u2019re going to show you 3 ways of saving your precious time by planning actions, managing bids and configuring alerts. Here are some concrete examples.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Some-examples-of-using-automated-rules-for-planning-bid-management-and-monitoring-a-Google-Ads-account.png\"><img decoding=\"async\" class=\"alignnone wp-image-2432 size-large\" src=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Some-examples-of-using-automated-rules-for-planning-bid-management-and-monitoring-a-Google-Ads-account-1024x420.png\" alt=\"Some examples of using automated rules for planning, bid management and monitoring a Google Ads account.\" width=\"1024\" height=\"420\" srcset=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Some-examples-of-using-automated-rules-for-planning-bid-management-and-monitoring-a-Google-Ads-account-1024x420.png 1024w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Some-examples-of-using-automated-rules-for-planning-bid-management-and-monitoring-a-Google-Ads-account-300x123.png 300w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Some-examples-of-using-automated-rules-for-planning-bid-management-and-monitoring-a-Google-Ads-account-768x315.png 768w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Some-examples-of-using-automated-rules-for-planning-bid-management-and-monitoring-a-Google-Ads-account-168x69.png 168w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Some-examples-of-using-automated-rules-for-planning-bid-management-and-monitoring-a-Google-Ads-account-249x102.png 249w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Some-examples-of-using-automated-rules-for-planning-bid-management-and-monitoring-a-Google-Ads-account-146x60.png 146w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Some-examples-of-using-automated-rules-for-planning-bid-management-and-monitoring-a-Google-Ads-account-183x75.png 183w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Some-examples-of-using-automated-rules-for-planning-bid-management-and-monitoring-a-Google-Ads-account.png 1117w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">Planning a season-specific campaign or promotion<\/span><\/p>\n<p><span style=\"font-weight: 400\">Do you have a time limited action planned? Are your campaigns written and ready to go online? Use an automated rule to activate and deactivate these ads at the right time. No more being on your computer by 6 a.m. on Monday morning to launch your campaigns \ud83d\ude09<\/span><\/p>\n<p><span style=\"font-weight: 400\">Process\u00a0:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Create a rule that activates your ad group for the start day and time.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Create a rule that deactivates your ad group for the end day and time.\u00a0<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400\">Also works with Keywords. Just attribute a label to a series of Keywords that you want to pause\/enable and use the label as a target.<\/span><\/p>\n<p><a href=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-using-an-automated-rule-in-the-Google-Ads-interface.png\"><img decoding=\"async\" class=\"alignnone wp-image-2433 size-full\" src=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-using-an-automated-rule-in-the-Google-Ads-interface.png\" alt=\"Example of using an automated rule in the Google Ads interface\" width=\"873\" height=\"117\" srcset=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-using-an-automated-rule-in-the-Google-Ads-interface.png 873w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-using-an-automated-rule-in-the-Google-Ads-interface-300x40.png 300w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-using-an-automated-rule-in-the-Google-Ads-interface-768x103.png 768w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-using-an-automated-rule-in-the-Google-Ads-interface-188x25.png 188w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-using-an-automated-rule-in-the-Google-Ads-interface-170x23.png 170w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-using-an-automated-rule-in-the-Google-Ads-interface-215x29.png 215w\" sizes=\"(max-width: 873px) 100vw, 873px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">And yep that\u2019s it. We told you it was a piece of cake \ud83d\ude09<\/span><\/p>\n<p><span style=\"font-weight: 400\">Automated Bid Management\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">There are several options for managing bids to meet your goals and budget. You can, for instance, automatically increase a bid whose impression rate is lower than 50% or decrease a bid with low ROI after 30 days. The sky really is the limit when it comes to defining the conditions and actions to be performed.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Note: You can consider these rules as aggressive bidding strategies or as simple safeguards to ensure your budget is not inadvertently wasted.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Notification and monitoring rules<\/span><\/p>\n<p><span style=\"font-weight: 400\">A simple way to be notified when a campaign is not performing as well as expected or, conversely, to be informed when there is a sudden craze for a product\/service.\u00a0<\/span><\/p>\n<h1><span style=\"font-weight: 400\">#9 Automate with Google Ads scripts<\/span><\/h1>\n<p><span style=\"font-weight: 400\">A script looks something like this:<\/span><\/p>\n<p><a href=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Illustration-showing-the-lines-of-a-Google-Ads-script-.png\"><img decoding=\"async\" class=\"alignnone wp-image-2434 size-full\" src=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Illustration-showing-the-lines-of-a-Google-Ads-script-.png\" alt=\"Illustration showing the lines of a Google Ads script (JavaScript).\u00a0\" width=\"512\" height=\"295\" srcset=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Illustration-showing-the-lines-of-a-Google-Ads-script-.png 512w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Illustration-showing-the-lines-of-a-Google-Ads-script--300x173.png 300w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Illustration-showing-the-lines-of-a-Google-Ads-script--120x69.png 120w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Illustration-showing-the-lines-of-a-Google-Ads-script--177x102.png 177w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Illustration-showing-the-lines-of-a-Google-Ads-script--104x60.png 104w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Illustration-showing-the-lines-of-a-Google-Ads-script--130x75.png 130w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">But don\u2019t be afraid. You don\u2019t have to be a computer nerd to draw the benefits of this trick. The generosity of many creators allows you to deal with a number of problems (which you sometimes ignore you have). We are therefore going to share 3 scripts that we, at Suisseo, particularly appreciate. However there are many more listed in the resources at the end of this article.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">If you would like to access scripts 2 and 3, or if you have any other questions, don\u2019t hesitate to contact us using our online chat or filling out <\/span><a href=\"https:\/\/www.suisseo.ch\/en\/contact\/\"><span style=\"font-weight: 400\">our contact form<\/span><\/a><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Ad Grants\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Created and shared by Vincent, Suisseo\u2019s Jedi Master, this script ensures that your grant account complies with the norms laid out by Google. It checks, for instance, that two ads are always active in each group and that keywords have a minimum score of 3.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Check out <\/span><a href=\"https:\/\/www.suisseo.ch\/en\/blog\/google-ad-grants-script\/\"><span style=\"font-weight: 400\">this article<\/span><\/a><span style=\"font-weight: 400\"> to learn more about the script and its implementation, or read <\/span><a href=\"https:\/\/www.suisseo.ch\/en\/blog\/google-adwords\/google-ad-grants-new-rules-2018\/\"><span style=\"font-weight: 400\">Laure\u2019s article on the new rules launched in early 2018<\/span><\/a><span style=\"font-weight: 400\"> to find out more about the Ad Grants Program.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Note: For the record, Search Engine Land published an article about this script in May 2018 entitled <\/span><a href=\"https:\/\/searchengineland.com\/a-time-saving-free-script-to-keep-ad-grants-accounts-out-of-trouble-297758\"><span style=\"font-weight: 400\">\u201cA time-saving free script to help keep Ad Grants accounts out of trouble\u201d<\/span><\/a><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Pausing campaigns when your site is down<\/span><\/h2>\n<p><a href=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Leonardo-DiCaprio-in-the-Wolf-of-Wall-Street-literally-throwing-money-into-water.png\"><img decoding=\"async\" class=\"alignnone wp-image-2435 size-full\" src=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Leonardo-DiCaprio-in-the-Wolf-of-Wall-Street-literally-throwing-money-into-water.png\" alt=\"Leonardo DiCaprio in the Wolf of Wall Street literally throwing money into water\" width=\"940\" height=\"408\" srcset=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Leonardo-DiCaprio-in-the-Wolf-of-Wall-Street-literally-throwing-money-into-water.png 940w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Leonardo-DiCaprio-in-the-Wolf-of-Wall-Street-literally-throwing-money-into-water-300x130.png 300w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Leonardo-DiCaprio-in-the-Wolf-of-Wall-Street-literally-throwing-money-into-water-768x333.png 768w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Leonardo-DiCaprio-in-the-Wolf-of-Wall-Street-literally-throwing-money-into-water-159x69.png 159w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Leonardo-DiCaprio-in-the-Wolf-of-Wall-Street-literally-throwing-money-into-water-235x102.png 235w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Leonardo-DiCaprio-in-the-Wolf-of-Wall-Street-literally-throwing-money-into-water-138x60.png 138w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Leonardo-DiCaprio-in-the-Wolf-of-Wall-Street-literally-throwing-money-into-water-173x75.png 173w\" sizes=\"(max-width: 940px) 100vw, 940px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">Paying for ads that redirect to a site that isn\u2019t working is to be avoided at all costs, particularly when you understand the importance of the first impression (yes, we probably could have made a pun here). This homemade script will automatically pause your campaigns when your site is down, protecting your potential clients from the trauma whilst maintaining your performances. Campaigns are, of course, automatically reactivated when the site is back up again.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400\">404 Link checker<\/span><\/h2>\n<p><span style=\"font-weight: 400\">The 404 page has become a veritable work of art for some websites, but it should still be used sparingly. This script scans the ad links and extensions that aren\u2019t working and notifies you about it, saving 404 for those users who are actually experiencing an operational error.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.imdb.com\/404\"><img decoding=\"async\" class=\"alignnone wp-image-2436 size-full\" src=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-a-successful-404-page.png\" alt=\"Example of a successful 404 page from IMDB.com, referring to Fight Club\u2019s universe \u201cI am Jack\u2019s missing page\u201d\" width=\"512\" height=\"203\" srcset=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-a-successful-404-page.png 512w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-a-successful-404-page-300x119.png 300w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-a-successful-404-page-174x69.png 174w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-a-successful-404-page-257x102.png 257w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-a-successful-404-page-151x60.png 151w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-a-successful-404-page-189x75.png 189w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">PS: Go to the end of this article to see a 404 Page Top 33.<\/span><\/p>\n<h1><span style=\"font-weight: 400\">#10 Analysis calendar<\/span><\/h1>\n<p><span style=\"font-weight: 400\">Just like top athletes, talent is a good starting point, but regularity is what really pays off!<\/span><\/p>\n<p><span style=\"font-weight: 400\">The more data we accumulate, the more precision we gain. We need to stay on permanent alert when it comes to the trends and potential low points of our campaigns. We are sharing here a generic calendar outlining the different reports you should be analysing, and how frequently you should do it, in order to take care of your newly acquired athlete\u2019s body!<\/span><\/p>\n<p><span style=\"font-weight: 400\">Note: This is, of course, just an example. How often you need to check certain reports can vary a great deal depending on the size of your account, your activity type and the updates to your website.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Our overview looks something like this:\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-how-often-you-should-analyse-different-Google-Ads-reports.png\"><img decoding=\"async\" class=\"alignnone wp-image-2437 size-large\" src=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-how-often-you-should-analyse-different-Google-Ads-reports-1024x370.png\" alt=\"Example of how often you should analyse different Google Ads reports\" width=\"1024\" height=\"370\" srcset=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-how-often-you-should-analyse-different-Google-Ads-reports-1024x370.png 1024w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-how-often-you-should-analyse-different-Google-Ads-reports-300x108.png 300w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-how-often-you-should-analyse-different-Google-Ads-reports-768x278.png 768w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-how-often-you-should-analyse-different-Google-Ads-reports-188x69.png 188w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-how-often-you-should-analyse-different-Google-Ads-reports-282x102.png 282w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-how-often-you-should-analyse-different-Google-Ads-reports-166x60.png 166w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-how-often-you-should-analyse-different-Google-Ads-reports-208x75.png 208w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-of-how-often-you-should-analyse-different-Google-Ads-reports.png 1151w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<h2><span style=\"font-weight: 400\">Once a week<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Search terms are pretty much the raw material of SEA. It therefore makes sense for us to inspect our ore regularly and separate the wheat from the chaff. Make good use of negative keywords to avoid paying for unqualified traffic, increase your click-through rate and, consequently, increase your return on investment. Adding new keywords and adapting your ads copy enables you to increase traffic and your Quality Score!\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Once a month<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Analysing bids is the second pillar of an effective campaign management. Google Ads auction insight report lets you see how your ads are positioned compared to your competitors for the same keywords.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">You can generate a report for the account, campaign and ad group level. Below, you can see two ways this report is displayed:\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-auction-insight-reports-analysing-the-\u201coverview\u201d-and-a-campaign.png\"><img decoding=\"async\" class=\"alignnone wp-image-2438 size-full\" src=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-auction-insight-reports-analysing-the-\u201coverview\u201d-and-a-campaign.png\" alt=\"Example auction insight reports analysing the \u201coverview\u201d and a campaign\" width=\"512\" height=\"285\" srcset=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-auction-insight-reports-analysing-the-\u201coverview\u201d-and-a-campaign.png 512w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-auction-insight-reports-analysing-the-\u201coverview\u201d-and-a-campaign-300x167.png 300w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-auction-insight-reports-analysing-the-\u201coverview\u201d-and-a-campaign-124x69.png 124w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-auction-insight-reports-analysing-the-\u201coverview\u201d-and-a-campaign-183x102.png 183w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-auction-insight-reports-analysing-the-\u201coverview\u201d-and-a-campaign-108x60.png 108w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/Example-auction-insight-reports-analysing-the-\u201coverview\u201d-and-a-campaign-135x75.png 135w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">The following metrics are available:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Impression share<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Average position\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Overlap rate<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Position above rate<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Top of page rate\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Absolute top of the page rate\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Outranking share<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Note:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Impression share is the number of impressions you received divided by the estimated number of impressions you were eligible to receive.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Overlap rate is how often another participant&#8217;s ad received an impression when your ad also received an impression.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Position above rate is how often the other participant\u2019s ad was shown in a higher position than yours was, when both of your ads were shown at the same time.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Outranking share is a percentage defined as the number of times your ad ranked higher in the auction than another participant\u2019s ad for the same bid.\u00a0<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400\">Once a quarter<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Demographic reports and device reports are generally more stable, but just as important. We already talked about the topic in <a href=\"https:\/\/www.suisseo.ch\/en\/blog\/sea\/10-google-ads-tricks-to-fully-optimise-your-account-part-1-2\/\">the first part of this article<\/a> so we won\u2019t spend any more time on it now. It\u2019s all about your potential clients and where you meet online, so take a look at it from time to time.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Once every 6 months\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400\">We don\u2019t always think about it, but there are real differences between the Google search network and the search network partners.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/illustration-of-the-differences-between-the-Google-search-network-and-Google\u2019s-search-network-partners.png\"><img decoding=\"async\" class=\"alignnone wp-image-2439 size-full\" src=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/illustration-of-the-differences-between-the-Google-search-network-and-Google\u2019s-search-network-partners.png\" alt=\"illustration of the differences between the Google search network and Google\u2019s search network partners. \" width=\"512\" height=\"80\" srcset=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/illustration-of-the-differences-between-the-Google-search-network-and-Google\u2019s-search-network-partners.png 512w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/illustration-of-the-differences-between-the-Google-search-network-and-Google\u2019s-search-network-partners-300x47.png 300w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/illustration-of-the-differences-between-the-Google-search-network-and-Google\u2019s-search-network-partners-188x29.png 188w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/illustration-of-the-differences-between-the-Google-search-network-and-Google\u2019s-search-network-partners-170x27.png 170w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/illustration-of-the-differences-between-the-Google-search-network-and-Google\u2019s-search-network-partners-215x34.png 215w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">It can be a good idea to adapt your bids, or simply dismiss the search network partners, depending on the volume of impressions and clicks. To see the comparison, simply select \u201cNetwork\u201d in the \u201cSegment\u201d menu.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/How-to-find-Search-Network-partners.png\"><img decoding=\"async\" class=\"alignnone wp-image-2440 size-full\" src=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/How-to-find-Search-Network-partners.png\" alt=\"How to find Search Network partners\" width=\"614\" height=\"344\" srcset=\"https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/How-to-find-Search-Network-partners.png 614w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/How-to-find-Search-Network-partners-300x168.png 300w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/How-to-find-Search-Network-partners-123x69.png 123w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/How-to-find-Search-Network-partners-182x102.png 182w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/How-to-find-Search-Network-partners-107x60.png 107w, https:\/\/www.suisseo.ch\/en\/wp-content\/uploads\/sites\/3\/2020\/01\/How-to-find-Search-Network-partners-134x75.png 134w\" sizes=\"(max-width: 614px) 100vw, 614px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">And there you go, that\u2019s the end of this top 10!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">We hope that this summary of our talk was useful! Below you can find a list of links that will help you delve deeper into the topic. Don\u2019t hesitate to get in touch if you have any questions about your Google Ads campaigns or your digital presence!<\/span><\/p>\n<p><span style=\"font-weight: 400\">Resources and links:<\/span><\/p>\n<p><a href=\"https:\/\/www.suisseo.ch\/en\/blog\/google-ad-grants-script\/\"><span style=\"font-weight: 400\">Google Ad Grants Scripts \u2013 Free Google Ads Reporting\u00a0<\/span><\/a><\/p>\n<p><a href=\"https:\/\/www.suisseo.ch\/en\/blog\/google-adwords\/google-ad-grants-new-rules-2018\/\"><span style=\"font-weight: 400\">Google Ad Grants Programme for NGOs and associations: the new rules to abide in 2018<\/span><\/a><\/p>\n<p><a href=\"https:\/\/www.creativebloq.com\/web-design\/best-404-pages-812505\"><span style=\"font-weight: 400\">404 pages: Check out the best error pages around<\/span><\/a><\/p>\n<p><a href=\"https:\/\/www.karooya.com\/negative-keywords-quiz\"><span style=\"font-weight: 400\">Take this Negative Keywords Quiz with 10 questions and see if you are a PPC Yoda!<\/span><\/a><\/p>\n<p><a href=\"https:\/\/searchengineland.com\/a-time-saving-free-script-to-keep-ad-grants-accounts-out-of-trouble-297758\"><span style=\"font-weight: 400\">A time-saving free script to help keep Ad Grants accounts out of trouble<\/span><\/a><\/p>\n<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/2472779?co=ADWORDS.IsAWNCustomer%3Dtrue&amp;hl=en\"><span style=\"font-weight: 400\">Creating automated rules<\/span><\/a><\/p>\n<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/2497710?co=ADWORDS.IsAWNCustomer%3Dtrue&amp;hl=en\"><span style=\"font-weight: 400\">Examples of commonly used rules<\/span><\/a><\/p>\n<p><a href=\"https:\/\/developers.google.com\/google-ads\/scripts\/docs\/your-first-script\"><span style=\"font-weight: 400\">Getting started with scripts<\/span><\/a><\/p>\n<p><a href=\"https:\/\/developers.google.com\/google-ads\/scripts\/docs\/solutions\/\"><span style=\"font-weight: 400\">Scripts created by the Google community<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Part two of the summary of the talk entitled \u201cHow to slay at Google Ads with 10 functions you definitely aren\u2019t using\u201d given at LEC 2019<\/p>\n","protected":false},"author":15,"featured_media":2420,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[14,12],"tags":[13,22],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - 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