April 4, 2019

Three tips to limit your risk with Google Ads

Have you ever created an experimental Google ad, only to forget about it until the monthly invoice arrives?

I have. It’s more common than you might think.

Here are three tips to stop this happening…

1. When initially testing ideas, use the start and end date feature

Each of your ads campaigns should be in one of three states: experiment, optimise or scale.

The experiment phase comes first. You’ve had an idea, you don’t know if it will work, and you need some data.

At the optimise phase you have that data, and are working to lower cost per conversion.

At the expansion phase you’ve achieved a satisfactory cost per conversion, and are ramping things up.

All experimental campaigns should use start and end dates, usually of not more than 7 days in advance.

If you’re testing many ideas, that provides a fall back in case you forget to switch off an unsuccessful test. (It sounds silly, but it’s exceptionally easy to do). Otherwise you only realise when the invoice comes at the end of the month.

This principle applies to Facebook ads also, at the ad set level. And also to LinkedIn and Twitter ads.

2. Make use of automated rules

Once you have a fairly regular number of conversions, you can set automated rules to pause an ad group or keyword if performance drops below a certain level.

You can also choose to have an email sent to you, which is usually my preferred option. (Often I’ll want to diagnose a keyword before pausing it).

3. Make use of custom alerts in Google Analytics

If you look under the ‘customization’ menu, you’ll see an option called custom alerts. Create alerts to notify you if bounce rate goes above a certain threshold for your paid search visitors. Again, this is simply an early red light warning to alert you about a possible website problem.

These three tips are free, and take a matter of minutes to setup.

Do you have any more?

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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