An advertising manager needs to consider certain aspects before making an informed decision regarding the Google Ads account, such as: evaluating the performance based on location targeting, query matching, checking for changes made by the competitors, and looking for other possibilities for the account structure.
Let us look at each of these aspects in detail:
- Evaluating the performance based on location targeting: It is an excellent practice to choose the location of interest option in the Google Ads account settings, because it encompasses both the people living in the target location as well as the people only interested in the target location (but not living there). Also, evaluating the performance based on user location will enable the ad manager to pinpoint the areas which can boost the costs per acquisition (CPAs) and returns on ad spends (ROAS) for the business.
- Query matching: The ad manager should create a file in Google Sheets and use the pivot table function for arranging the search queries in the order in which they match the campaigns and ad groups that have been previously listed.
- Checking for changes made by the competitors: It is always good to keep an eye on the competition’s actions, both online (in the form of social media or anywhere else over the web) as well as in the market. The advertisers need to check for changes made (if any) by their competitors. They can accomplish this task by making use of the Auction Insights mechanism.
Looking for other possibilities for the account structure: The advertisers need to reassess their Google Ads account structure based on the business type of the account, its performance, as well as on the constraints (if any exist). Then they need to decide whether to look for other possibilities for the account structure (after the reassessing).