0:00 All right, you have your Google Ads 0:01 account built out. Your campaigns are 0:02 built out. They're running. You've done 0:04 everything setupwise correctly, 0:07 especially if you followed my training 0:09 videos on this YouTube channel. Now, 0:11 what I get asked all the time, Austin, 0:13 what are you doing on a daily, a weekly, 0:15 a monthly basis to manage and optimize 0:18 Google Ads accounts? Well, I have an 0:20 entire checklist for you today that I 0:23 will be going through. Now, does this 0:25 include every little thing that you 0:27 should be or could be doing inside of a 0:29 Google Ads account? Absolutely not. That 0:31 would be like a thousand row sheet. 0:33 However, I built this with the 80220 0:37 rule in mind. This checklist, if you go 0:40 through these tasks and checkpoints, you 0:43 will be optimizing and managing your 0:45 account at the highest level. I can 0:48 guarantee you that without needing to 0:51 look at a bunch of tasks that ultimately 0:54 you don't have to always be doing. So, 0:56 I've tried to compile this list in a way 0:58 that makes managing an account 1:00 manageable. 1:01 That way, you don't have 5 million 1:03 things you have to go look at. So, this 1:05 won't include everything you could be 1:07 doing in a Google Ads account. Some of 1:08 the real nerds might hit me on that in 1:10 the comments like, "Hold on, you're 1:11 missing this or that." I have built this 1:13 in a way that's easy and manageable for 1:16 most people who are managing the 1:17 accounts themselves and you're hitting 1:20 the 8020 of what I believe are the big 1:23 movers within optimizing and managing a 1:26 Google Ads account. So, I've got this 1:27 entire checklist. I'm going to go one by 1:29 one through it in a real account. That 1:32 way, you get true practical advice on 1:35 not only what the task is, but how to go 1:37 complete and do the task inside of real 1:39 account. So, let's go ahead and dive 1:40 right in. All right. I have the 1:42 checklist pulled up here. You will 1:44 notice I've got it split by daily, 1:46 weekly, bi-weekly, monthly, and 1:48 quarterly. Now, everyone's going to be 1:50 like, "Where's the download link?" I'm 1:52 not giving it to you, okay? This is 1:54 available in our school group called PPC 1:58 Copilot. It's a part of the group. It's 2:00 a part of the resource section. So, if 2:02 you want to get your hands on it, then 2:03 you're going to have to go join the 2:04 group. If not, I'm giving you all of it 2:07 on this video. So, just go build it 2:09 yourself. It shouldn't take that long, 2:10 especially if you use chat GPT or 2:12 something. So, I do not have a download 2:14 link. So, if you ask about that, I'll 2:16 know you didn't actually watch this 2:18 video because I'm mentioning that. 2:19 >> Shame on you. 2:20 >> And if you like really just want this 2:22 exact sheet, then uh go join the uh 2:25 school group where you know I have my 2:27 training videos in there, do weekly 2:29 Q&As's, live group coaching calls, all 2:31 of that. It's a great community. So, go 2:33 check that out. All right. So, in the 2:35 sheet I've got starting with daily. Now, 2:38 remember, this is built around the fact 2:40 that you've already built an account out 2:43 in the correct way. So, if you're just 2:45 starting, like, well, I don't know how 2:47 to build the account out, go watch my 2:48 other videos on doing all of that on 2:50 this YouTube channel. This is for people 2:53 who already have accounts built out. 2:54 They have correct structures built out 2:56 within their campaigns. They just need 2:58 to make sure they're keeping an eye out 3:01 and doing some of the finetuning with 3:04 the correct structured accounts that 3:05 they've already built. So task number 3:08 one on the daily, I'm checking for 3:11 anomalies. So I'm going to hop into a 3:13 real account. Now I'm going to go one by 3:15 one through all of these and I'm going 3:16 to show you how to actually do this 3:18 inside of a real account. All right. So 3:20 when I am checking for an anomaly in an 3:22 account, this is a daily thing. I'm 3:24 literally are just looking for and 3:26 listen all this the campaigns are going 3:28 to be blurred out when I'm going through 3:29 a lot of this to keep things 3:31 confidential. But all I'm doing is 3:33 making sure I don't have any real crazy 3:36 like hiccups, right? So, was there like 3:39 any weird dips within the account? 3:41 Usually, I'm looking at like last seven 3:44 days of data or recent data. I mean, 3:46 you're doing this on a daily basis, 3:49 right? So, I'm just looking at like a 3:51 lot of times yesterday's results and 3:53 then sometimes I still will pull back if 3:55 I need to. Hey, you know, does this line 3:58 up with like the historical averages of 4:00 my daily? These dips that you see here 4:02 are on the weekends. That's very normal 4:03 for this account. So, that doesn't that 4:05 doesn't make me concerned at all. So, 4:07 all I'm doing here is making sure are 4:09 the campaigns good? Are there any like 4:11 weird disapprovals? And are is there any 4:13 weird, you know, anomalies going on 4:16 within it? Like if I'm averaging, you 4:18 know, 20 to 30K a day from this Pmax 4:21 campaign and I come in here and I'm 4:23 seeing this at 10, uh-oh, something's 4:26 off, right? So, all that check is is to 4:29 make sure does do things look consistent 4:32 within the account. And by things, I 4:35 mean the performance and the metrics of 4:37 the account. And if not, I then go 4:41 explore what the heck just happened, 4:42 right? Did the feed get disapproved? Did 4:45 an ad get disapproved? the conversion 4:46 tracking break. You got to go through 4:48 all of those steps. But all I'm doing on 4:50 a daily basis if I go in and check the 4:52 account is is anything weird or look out 4:55 of place compared to what a normal day 4:58 looks like. And again, usually I'm 5:00 looking at very recent data. In most 5:02 cases, all I'm pulling back is 5:04 yesterday's data while checking what 5:06 happened yesterday. Okay. Daily action 5:09 number two, check budget pacing. So, 5:13 most people are going to have a budget. 5:16 All I'm doing here is making sure, you 5:18 know, right now we're in July, so I'm 5:19 going to look at July 1st through the 5:21 21st. And I'm going to look at, you 5:23 know, this account so far spent $45,000. 5:27 I actually have no idea what the budget 5:28 is on this account. So, here, all I'm 5:31 looking at is am I pacing to my budget? 5:36 So, if my budget was like 50 grand and 5:38 I'm it's the 21st of July, uh-oh, I'm 5:41 I'm spending way too much. I got to pull 5:43 back, right? And so, this is all that is 5:45 is making sure we don't overspend the 5:47 budget. Especially here at Grom Ads, we 5:49 are an agency. Most of our clients do 5:51 have budgets. Not all of them. Some of 5:53 them just have performance goals and 5:54 they have basically infinite budget. But 5:57 if you run an account for a client or 5:59 even yourself, you don't want to 6:00 overspend if you don't have the money to 6:02 do that. So, you must make sure, are we 6:05 pacing on budget? I I like to look at 6:08 that from a daily standpoint. Now, to 6:10 give you a glimpse into what we're 6:12 building here at Grow My Ads, this left 6:14 side will be uh blurred out cuz that's 6:17 confidential like client names, but 6:19 we're actually building a tool 6:20 internally here at Grow My Ads where 6:23 we've actually got all of this in 6:25 software that we're building that does 6:27 budget pacing for us. Now it doesn't 6:29 change the budget but it it allows the 6:31 team to make sure that we are on pace 6:34 especially our director who's working 6:35 with the teams. So here I have like spin 6:38 performance and month progress. Again 6:40 this is in beta right now and still 6:41 being developed but this allows like 6:43 okay hold on a second we are 6:45 overspending on this account. Why are we 6:48 overspending? What's going on here? And 6:50 this is just an example and we can catch 6:52 that before an account gets overspent. 6:55 So this allows for us to monitor budget 6:58 pacing in a very efficient way. But for 7:01 most people, you don't need to do that. 7:02 You can run it in just like an Excel 7:04 sheet or you can use other tools such as 7:07 optimizer like if you go to uh I always 7:10 forget how to spell optimizer and I 7:12 won't click the rad. But yeah, optimizer 7:14 if you're you utilizing like a tool like 7:17 optimizer, they'll have budget pacing a 7:18 part of their features there. But I for 7:21 the most part in my career just would 7:24 manually do it in a spreadsheet and it 7:26 was just a part of me checking my 7:28 accounts daily and making sure I was on 7:30 budget for my clients. I can confidently 7:32 say I've been doing this for over 10 7:34 years. I've never overspent a client's 7:36 budget. And that's because I just kept 7:39 track of it on a daily basis for my 7:42 accounts. Now I've got cool nifty tools 7:44 cuz I have a, you know, in-house 7:46 developer team. But before then, I just 7:49 manually did it. So, most of you just 7:50 put it in a spreadsheet and check the 7:52 budget every day and you'll you won't 7:54 overspend your client's budget then. 7:56 Okay, weekly tasks. Number one, review 8:00 weekly performance. So, all I'm doing 8:02 here, so I'm going to hop back into that 8:04 account. All I want to make sure is, is 8:07 my week so far normal or am I trending 8:11 up or in the worst case scenario, am I 8:14 trending down? So, all I'm checking, and 8:18 you'll notice in this checklist a lot of 8:20 times I'm I'm checking different time 8:21 frames. That that gives you a very good 8:24 pulse check of the account cuz if you 8:27 silo yourself into only looking at 8:29 yesterday's data, you're going to miss, 8:32 you know, time horizons that matter. And 8:35 so, I'm always checking different time 8:36 frames. And on a weekly basis, I just a 8:39 lot of times I'm pulling back last seven 8:42 days. Now, you know, if I'm doing this 8:44 on like a Friday or something, I may 8:46 pull like even just that week. So, I 8:48 don't make decisions, by the way, off of 8:50 like four days or five days in most 8:52 cases. But I'm just kind of looking, 8:54 hey, is anything odd this week compared 8:56 to last? And then I do a comparison. So, 8:58 I I came in here, I just hit last seven 9:00 days, and I'm hitting compare to 9:02 previous period. And I'm just kind of 9:04 looking, all right, do things look 9:06 normal? And here we're actually up 18%, 9:09 but my cost is up 18%. Right? So, in the 9:12 last seven days, we spent $3,000 more 9:15 and uh we were able to achieve $26,000 9:18 more in revenue at a very similar 9:21 rorowaz to the previous 90 days. Cool. 9:24 This looks really good to me, right? So, 9:26 is this exactly what I wanted to do? Did 9:29 I want to spend 3K more that week or am 9:33 I overpacing now on the budget? So, 9:34 that's it. I'm just kind of looking at 9:36 what happened in the last seven days 9:38 compared to, you know, the previous 9:39 seven days. Are there any issues that 9:42 I'm seeing within the campaigns? Are 9:44 there any campaigns that are higher than 9:46 others, lower than others? Should I 9:47 allocate budget then to those campaigns 9:49 that are doing better? And do I need to 9:51 now go investigate those campaigns that 9:53 aren't doing as well? It's just a check, 9:56 but this check will allow for you to 9:58 know if any campaigns are suffering or 10:01 if any campaigns are actually starting 10:03 to do quite well and should get more of 10:05 your attention and potentially more of 10:07 your budget depending on, you know, 10:09 weekly performance. Weird things happen 10:11 in a weekly time frame. One time I was 10:13 working with an account, a movie 10:16 mentioned one of their products and it 10:21 so they're a reseller of products, 10:22 right? It wasn't their specific product, 10:24 but that product went from like I forget 10:26 like normal sales to skyrocketing sales. 10:29 And boom, we caught that right away cuz 10:31 we we were doing these checks. We were 10:34 able to capitalize on that. That 10:36 campaign with that specific product did 10:38 not have enough budget to capture the 10:40 volume increase from some random. It was 10:43 like a it was a movie or show. I forget 10:45 this was a long time ago, but a movie or 10:47 show mentioned this and it skyrocketed 10:49 the volume for people searching for 10:51 that. So, we had to then now capitalized 10:53 on that. Otherwise, if we would have 10:55 missed that and let's say we just only 10:57 checked accounts here and there like 10:58 once a week or something, we would have 11:00 missed out on so much revenue cuz that 11:03 product was living in a campaign that 11:05 was capped by budget basically. And so, 11:07 we had to pivot the strategy of the 11:09 account and how we were managing it. And 11:11 thankfully, we were able to catch that. 11:13 We actually had no idea it was mentioned 11:15 in this movie or show. We just caught 11:17 the volume increase and then 11:19 investigated why is this happening? Sure 11:21 enough, we found through that 11:22 investigation why it happened and we 11:24 were able to capitalize on that. So, 11:25 that's all I'm doing in that sort of 11:26 weekly 7-day check. Okay, weekly check 11:29 number two, check budget allocation. 11:32 This is just nothing more than am I 11:34 spending money in the correct spots. So, 11:36 here I'm looking at, you know, where's 11:38 most my revenue being made and am I 11:41 hindering myself by spending budget in 11:44 other spots. So, I'm actually going to 11:45 look at like this month as a whole. And 11:48 what I'm seeing is this Pmax campaign's 11:51 doing quite well. And then if I look at 11:53 like some of these other campaigns, 11:56 not as well. 5x, there's a 1x. And it's 12:00 not massive amounts of money going to 12:02 them. 400 400, but it's enough to be 12:05 like, wait, does this even make sense? 12:07 And so if I'm limited by budget, like on 12:10 this PMAX campaign, I'm going to 12:12 continue to try to allocate as much to 12:15 that as I can. It doesn't matter what 12:17 campaign type it is. It could be a 12:18 standard shopping campaign. It could be 12:20 a standard search. Whatever is 12:22 ultimately making you the most money 12:24 though, why don't you maximize that? So, 12:26 how that's how I'm always looking at it. 12:27 And I always know when I do an account 12:29 audit, if they have no idea what they're 12:31 doing, when I see 20 different campaigns 12:34 and they're all limited by budget, cuz 12:36 I'm like, okay, is there a reason you 12:39 have budget allocated to 20 different 12:40 campaigns if like two of them are 12:43 minting 90% of the sales? And it's 12:45 usually like, "Oh, well, we just wanted 12:47 coverage and all this stuff." Who cares 12:49 about coverage? I care about making 12:51 money. And so, if I can make more money 12:54 by allocating more budget to the 12:56 campaigns that are making me more money, 12:57 why wouldn't I do that? Because guess 12:59 what? If I do that, I end up making more 13:02 money. Guess what happens when I make 13:03 more money? I can spend more money on 13:05 ads. Guess what I can now do? I can now 13:08 start expanding into those campaigns 13:10 again that I had to move budget away 13:11 from and see if I can get those to work 13:13 and make me more money. That's how you 13:16 grow. So, I'm always looking at proper 13:18 budget allocation. I believe I did a 13:21 video on this. If I did, that will be in 13:23 the description below if you want to go 13:24 further through how to allocate budget 13:27 correctly as an optimization tactic. 13:30 Okay. Weekly task optimization task 13:34 number three, add new keywords. So here 13:36 all I'm doing is looking at are there 13:39 and this is usually through actually the 13:41 search term report. All I'm looking at 13:44 is are there any keywords here that are 13:47 doing well? Um I'm going to have most of 13:49 this uh blurred out. So 13:52 because some of it gives up client 13:54 information. So here I'm going to make 13:56 sure I've got my correct Normally I have 13:58 these saved but this isn't actually an 14:00 account of mine so I'm just using it for 14:03 the purpose of this video. But here, all 14:05 I'm doing is looking at So, by the way, 14:07 you saw me just do all those metrics. 14:10 Normally, I have that saved so I don't 14:11 have to do that every time. But here, 14:12 like I see this search term, square 14:16 steel tubing. This seems to be doing 14:18 well. And so, I'm just going to go look, 14:21 hey, do I actually have this added in my 14:23 search campaigns? Yes or no. And so, all 14:25 I'm doing here is looking at the search 14:27 term reports. I also look at performance 14:30 max campaigns if I'm running those. And 14:31 I'm looking at the insights. So, this 14:33 will show the search terms as well. It 14:36 they they lump it under search 14:38 categories, though. And all I'm doing 14:40 there is seeing am I missing anything or 14:43 are any of these search categories or 14:45 terms something I'm not bidding on in my 14:48 standard search campaigns. And so there 14:51 I'm if I'm if I I see terms that I don't 14:54 have added as keywords, I go and add 14:55 them as keywords to continue expand on 14:58 terms that are doing high performance in 15:00 performance max shopping or even in my 15:02 standard search where one of my match 15:04 types of my other keywords was able to 15:06 pick those search terms up. Okay. Then 15:09 I've got add new negatives. Right. So 15:12 here instead of adding positive 15:14 keywords, I'm looking for adding 15:16 negative keywords. So it's the same 15:17 thing. I'm just going through the search 15:18 term report. There's scripts that can do 15:20 some of this for you. I don't usually 15:22 like having a script add terms or 15:25 negatives for me, but I use you can use 15:28 scripts out there in order to help with 15:30 sort of like the Ingram analysis and 15:32 things like that. Uh in our school 15:33 group, I have some of the those 15:35 resources for available for people. But 15:37 here, all I'm doing is then finding are 15:39 there any keywords here that I need to 15:42 add as a negative keyword cuz it's not 15:45 something that's relevant to my business 15:46 product or service and I do not want to 15:48 show ads on. And then I go ahead and 15:50 just add those as a negative keyword. So 15:53 let's say just going to make something 15:54 up, but let's say the word used was in 15:56 here. I'm literally then just going to 15:58 go into my campaigns where I have, you 16:01 know, my negative keywords and I'm going 16:04 to add. So, here it's inside of a 16:05 universal list. I'm just going to go 16:07 ahead and add, you know, used as a 16:10 negative keyword, 16:12 if I can even spell it. Boom. There. And 16:14 now I don't have to worry about showing 16:15 an ad on used. If you want to know more 16:17 about adding negative keywords, I have 16:19 an entire YouTube video on negative 16:22 keywords. So, I will have that video in 16:25 the description below. So, if you want 16:26 to go further down the rabbit hole of 16:28 negative keywords, go check that video 16:29 out. Okay, weekly optimization task 16:32 number five, review bid strategies. So, 16:35 here all I'm doing is making sure, do my 16:38 bid strategies make sense? Are they 16:41 aligned with my goals? Do I need to make 16:43 bid adjustments? So, for example, if I 16:46 had a campaign that was not quite 16:49 hitting the goal, right? So, let's see 16:51 what this Pmax campaign set to. Uh I 16:54 think this is set to so this PMAX 16:57 campaign is set to a 640% rorowaz. Now 17:00 it's it's actually doing better than 17:02 that. It's doing a 687 in the last 30 17:04 days. So this shows me actually this is 17:06 like going back now to budget 17:08 allocation. This is limited by budget 17:10 and it's overperforming. 17:12 How is it over performing? You're asking 17:14 it to get a 640. You're getting a 680. I 17:17 would keep spending budget. I would keep 17:18 increasing budget little by little here. 17:21 continuing to try to find my profit peak 17:24 essentially. So that actually going 17:26 through this task 17:28 allowed me for now to actually look at 17:30 another optimization there which goes 17:32 back to proper budget allocation which 17:34 we already talked about. Now my goal 17:36 here it's doing all right and so it's 17:38 hitting my goal. It's going it's 17:40 actually achieving higher than my goal 17:41 and I'm limited by budget. So that 17:43 created this like whole other thing for 17:45 me to go look at doing which is like the 17:46 budget allocation piece. But what if 17:49 this was underperforming, right? So 17:52 let's say I'm asking for a 640 and in 17:55 the last 30 days I'm getting like a 500% 17:57 rorowass. So I'm like kind of off, 17:59 right? Well then I I need to go 18:01 investigate that. Does that make sense? 18:03 Do I need to actually lower my rorowaz 18:06 target to allow the machine learning to 18:08 operate in a way for it to have some 18:10 success and then I work on optimizing my 18:13 way back up to like a 640 goal? Or is 18:17 that campaign riddled with and this is a 18:19 shopping campaign. Is that or sorry 18:21 performance max campaign is this 18:22 performance max campaign riddled with 18:25 low performing products? Do I need to go 18:27 now investigate the product performance? 18:30 And usually in those cases if you're 18:31 hitting low rorowaz or not hitting your 18:33 rorowaz goals I need to go investigate 18:35 why is that taking place? And so this is 18:38 not just a bidding task like do I just 18:42 go change bids? you end up figuring out 18:44 and looking at why am I not hitting the 18:46 goal and then now you have to go 18:48 investigate and do further optimizations 18:50 from there or what you might find 18:52 yourself in you know in some cases let's 18:54 say this shopping campaign which had 18:56 about 20 conversions in the last 30 days 18:59 let's say this campaign was not set to a 19:01 target rorowaz right let's say for 19:03 whatever reason it was being manually 19:05 bidded or something and I'm looking at 19:08 the volume of this saying okay hey this 19:11 has enough conversion volume we should 19:13 be moving to smart bidding now and why 19:16 aren't we? So, I'm just going through 19:19 re-evaluating 19:21 does my bid strategies or do my bid 19:23 strategies make sense for my campaigns, 19:27 my goals, and the current performance 19:28 I'm getting. I have more videos on bid 19:31 strategies. Those will be in the 19:33 description below. Okay, weekly 19:35 optimization task number six, review 19:38 shopping feed and merchant center. Okay, 19:41 this is huge. Everyone forgets to do 19:43 this and sometimes Google does a 19:45 terrible job at showing you errors. So 19:48 here you're going to hop in to your 19:50 actual Merchant Center account if you're 19:51 in e-commerce. If you're not, you can 19:52 skip over this. But here all I'm looking 19:55 at is do I have issues? So look, I'm 19:58 inside of this one. There's 7,000 20:01 products that are not approved 20:03 out of. So if I go 7.5,000 not approved. 20:07 I'm going to go hit view more. This 20:09 seems to be an issue. Wow, look at that. 20:12 And I unfortunately a lot of this is 20:13 going to be blurred out because again 20:15 confidential but look at all these not 20:16 approved. Right? So huge issue. I have a 20:20 total products of 12,000 and 7.5,000 20:24 are disapproved. Now I need to go fix 20:27 that. Most people what happens is they 20:29 get their feed set up and a merchant 20:31 center is a separate account that you 20:33 log into and then they just don't really 20:36 look at it and then they don't know if 20:37 they have an issue until the feed goes 20:39 down. Well, how do you know the feed 20:42 went down? Usually, they know because 20:44 like their shopping performance drops. 20:46 The problem is a lot of people today are 20:48 using performance max campaigns. What 20:50 happens if the feed ends up getting lots 20:53 of disapprovals and you're not aware of 20:55 it? Performance max will just spend on 20:58 other placements, search, display, etc. 21:01 So, you might not catch that right away 21:03 because you're not going to see a 21:05 signific sign significant drop in the 21:06 performance max campaign because it will 21:08 yield to spending more money on other 21:10 placements. If you're running a standard 21:12 shopping campaign, you'll catch it 21:13 faster because that only runs product 21:16 ads. And if the product ads get half 21:17 disapproved, you're going to see a huge 21:20 s significant decrease in clicks and 21:22 impressions, which by the way is check 21:25 point on the list number one, checking 21:28 for daily anomalies, right? So you you 21:32 would catch that if you were actually 21:34 following the checklist, especially in a 21:35 standard shopping campaign. So here, all 21:37 you're doing is making sure weekly 21:39 you're checking your Merchant Center 21:41 account, checking the feed. Do you have 21:43 issues that you might have missed or not 21:46 might not have been alerted on? I can't 21:48 tell you how many times there's feed 21:50 issues that happen and people just 21:52 totally miss it cuz they didn't get an 21:54 email from Google and they simply didn't 21:57 check. Okay, weekly optimization 22:01 task number seven, review impression 22:04 share of top campaigns. So, what I want 22:08 to do here is take a look at my top 22:10 campaigns. This gets a little harder on 22:12 performance max, but especially like on 22:15 your search campaigns, shopping 22:16 campaigns, but a lot of search for sure. 22:19 I'm looking at my impression share 22:22 metrics. Okay? So, I'm looking at my top 22:24 impression share. This is how often 22:26 you're in the top ad spots. And then 22:28 absolute top impression share, how often 22:30 you're number one. So if you have some 22:33 kingmaker search campaigns or even 22:36 shopping, but this is this really 22:38 resonates with search campaigns, then 22:41 I'm just making sure am I losing any 22:44 coverage there, right? So if I have a 22:46 campaign that's just absolutely crushing 22:48 for me and then I start seeing slippage, 22:52 hey, I used to be and unfortunately 22:54 these campaigns all have very low 22:56 impression share because there's not a 22:57 whole lot going on these search 22:58 campaigns. But if I were, let's say, 80% 23:02 of the time in the s uh search top 23:04 impression share for my search campaigns 23:08 that are killing it for me, and then I 23:10 look and I'm looking at the last seven 23:12 days, and then I'm like seeing, uh-oh, 23:16 hold on a second. I'm now only 70% top 23:19 impression share. What's going on there? 23:22 Right? So, now I'm going to go 23:23 investigate that. Did a new competitor 23:25 step up? Uh, do I need to bid a little 23:27 more aggressively? is performance down, 23:30 right? Why am I losing a significant 23:33 decrease in my top impression share or 23:36 my search absolute top impression share? 23:38 So there, I'm just making sure my 23:41 kingmaker campaigns, especially on 23:43 search for impression share, are 23:45 maintaining high impression shares, 23:48 especially in the top spots. I do not 23:50 bid for impression share. I do not bid 23:53 for top impression share or absolute top 23:55 impression share. I bid for performance, 23:57 right? However, I use impression share 24:00 metrics as guiding mechanisms or guiding 24:04 metrics in order to know if something is 24:08 off. So, I've had where competition 24:11 steps up, right, and they get really 24:13 really aggressive and my exposure, my 24:16 impression share starts decreasing in 24:17 those top ad spots because I'm no longer 24:19 bidding aggressive enough. Now, I have 24:22 to make a decision from that, right? Do 24:23 I bid more aggressively to combat that 24:26 and get back up in those spots or can I 24:29 not because I have to preserve margin 24:31 and I have to operate that campaign at a 24:34 certain efficiency levels within whether 24:35 it's a T- ROS, CPA, NCAC, MR, whatever 24:39 metric you're using, right? And so this 24:41 allows me to just catch any oddness if 24:45 that happens. And so to me, impression 24:47 share, especially the top and absolute 24:49 top and overall impression share are 24:51 highly looked at for my kingmaker 24:54 campaigns. Those campaigns that are 24:56 crushing it, making tons of money, 24:57 right? I'm I'm looking at that on a 24:59 weekly basis to make sure there's no 25:01 significant movements there. If there 25:03 are, then I do investigating. Then I 25:05 reassess strategy. I have videos on 25:09 impression share and reviewing that. 25:10 That video will be in the description 25:12 below. Okay. bi-weekly checking auction 25:16 insights. So, I just talked about 25:19 looking at uh impression share metrics, 25:21 right? Well, let's say I in one of my 25:23 kingmaker campaigns, I had a significant 25:26 decrease. Well, I want to make sure then 25:29 do I have a competitor that is increased 25:33 significantly or not? So, here you just 25:35 go to insight reports and you can do 25:36 this at a campaign level. I'm just 25:38 checking auction insights, right? I'm 25:40 seeing and these are all going to be 25:42 blurred. Sorry, but I'm looking are 25:44 there any significant changes? You can 25:46 look at search war shopping. Are there 25:48 any significant moves by my competitor 25:51 within the impression share metrics or 25:54 auction insight metrics that they give 25:56 you? Now, I have a full video that 25:58 breaks down how to go through all of 26:00 this cuz it gets in the weeds. A lot of 26:02 times I use report editor, so I don't 26:04 want to make this a 4-hour long video. 26:06 So, if you want to know how to like go 26:08 build these reports that I like using or 26:10 how to actually read these metrics, I 26:12 have a video for you on all of that if 26:13 you want to go down that rabbit hole. 26:15 But I am looking on a bi-weekly basis at 26:18 my competition for massive accounts 26:20 where I have like shark competitors that 26:23 were like butting heads all the time. 26:24 I'll do this on a weekly basis, but I am 26:27 making sure I'm keeping an eye out on 26:29 any major swings in the auction insight 26:32 report by my competition. Okay. 26:34 Bi-weekly task number two, review 26:36 monthly test. Okay, we have also a 26:39 testing sheet we use. I actually have a 26:41 video on this testing sheet. I think I 26:42 give you this testing sheet for free in 26:44 that video. So, that video will be in 26:46 the description below. But here, if 26:48 we're running any tests, we're like 26:50 little scientists and we like to look at 26:52 before and after. So, here's before the 26:54 test. Whoops. Here's after the test. 26:57 What are the results? Right? So, on a 26:59 bi-weekly basis, I'm just making sure 27:01 what tests do I have running and making 27:05 sure I'm kind of looking at the before 27:07 and after data there uh to continue to 27:09 pivot, make changes if I need to or 27:11 conclude the test as successful. I can't 27:14 tell you how many people just make 27:16 changes in their Google Ads account, 27:18 forget about it, and then you're like, 27:20 why are you running this? Oh, yeah. 27:21 Well, we were testing this and just kind 27:22 of forgot. Right? Be a scientist. 27:26 Write down your tests. use software, do 27:28 whatever you need to do, but if you're 27:30 running a test, make sure you're you're 27:33 actually writing this down and checking 27:36 on those tests and analyzing the data. 27:38 So, that's all I'm doing on a bi-weekly 27:40 basis if I have any ongoing tests and if 27:42 I need to make any necessary adjustments 27:45 to those. All right, bi-weekly task 27:47 number three, review ad tests. So, if 27:51 you don't have ad tests, go start doing 27:53 some ad tests. If you have ad tests 27:54 running, go look at those ad test and 27:58 analyze the performance of the ad test 28:00 that's going on. Sometimes this will be 28:02 within a testing sheet if you like are 28:04 using the testing sheet like, hey, we're 28:06 testing this macro test uh within our ad 28:08 copy right now or we're testing this 28:11 landing page, whatever it might be. Or 28:14 if you're just inside of the account and 28:16 then you go into like a search campaign 28:18 and you're looking at, you know, your ad 28:20 test. Again, here there's only one ad 28:22 actually running. Sorry, again, this 28:24 will be blurred. But let's say there 28:26 were two ads in here, which there 28:28 usually should be. I would be looking at 28:30 the the performance then of those ads. 28:33 Is there any major difference? Should I 28:34 pause one of these out? What ad cop is 28:37 working? What ad copies not? So, this is 28:39 something I'm looking at usually on a 28:41 bi-weekly basis if I'm running ad tests. 28:44 And if I'm not running ad test, this is 28:46 a reminder, hey, go in there and go do 28:48 some testing, right? All right, monthly 28:52 task number one, Google recommendations. 28:54 So here, all I'm doing on a monthly 28:57 basis is looking at what Google's 29:00 recommending. Most the time I have a 29:02 YouTube video, so that will be in the 29:04 description below. Most of the time, I 29:06 do not do what Google recommends. 29:08 However, I do go through the 29:10 recommendations on a monthly basis and 29:13 if I don't like them, okay, so like this 29:15 one, uh, finishing adding site links to 29:17 a campaign, I would actually go 29:19 investigate that. Wait, hold on. Why is 29:20 there no site links on this campaign? 29:22 But if I would go, so create a new video 29:24 reach campaign like this means nothing 29:26 to me. Then I go in here and I just 29:27 dismiss them or dismiss them. Why is 29:30 that important? Well, if you're an 29:32 agency or, you know, a freelancer or 29:34 even if you manage your own account and 29:36 you're just sick of Google reps, if you 29:38 have here's the hack that I have found. 29:40 If you have a high optimization score, 29:42 you're you will hear less from your 29:44 Google rep. So, I make sure to have a 29:48 high Google high optimization score by 29:50 essentially dismissing most of it if I 29:52 need to. Like, listen, I this is one I 29:54 would go investigate. I'm just going to 29:56 dismiss this. So, it's a 96.2 cuz I I 29:58 know about it. So, I'm going to hit 29:59 dismiss. Boom. Look, I'm now 97.6, 30:01 right? So, this allows me to make sure 30:04 the optimization score stays high to get 30:06 uh annoying Google reps off my back or 30:09 my client's back. And then also, Google 30:11 recommendations sometimes point out 30:13 things that you actually truly did miss 30:14 and I want to actually review that and 30:16 make sure did I miss anything in the 30:18 account. So, monthly I am reviewing the 30:20 Google recommendations. Okay, monthly 30:22 task number two, quality score. All I'm 30:25 doing is checking quality score 30:26 fluctuations. Unfortunately, quality 30:28 score is very hard to control in today's 30:31 Google Ads world. There are scripts that 30:34 can do this for you. Okay? And so, if 30:36 you go to I'll I'll try to have this 30:38 link in the description below. I this I 30:40 have no affiliation with this. This is 30:42 me just sharing the love, but there's 30:44 cafeguard.com. 30:46 There's a quality score dashboard here. 30:48 And uh here will allow you to see your 30:52 average quality score and I I believe it 30:54 allows you to see any fluctuations 30:57 within within quality score. Right? So 31:00 this is very important especially on 31:02 keywords that are again what I would 31:06 call like your kingmakers or your uh you 31:09 know high performing terms that are just 31:11 crushing it. And so if I come into one 31:15 of my search campaigns, 31:17 this is something I'm just going to look 31:18 back from a long time frame here. You 31:21 know, this is something I'm looking at. 31:22 Do I have any poor quality scores here? 31:25 We don't. It's lots of tens and eights, 31:27 right? But let's say I'm on average 31:29 doing tens and eights and then now 31:30 they're dropping down to fives. 31:32 Something happened, right? So I'm just 31:34 keeping an eye out on quality scores 31:36 mainly at my high performing campaigns. 31:40 And then I will also look at my low 31:42 performing campaigns and see if there's 31:43 quality score issues there too. Now 31:45 again, quality score is hard to control 31:47 today. But it is something I like to 31:50 just kind of keep an eye out on and make 31:52 sure I don't have any major issues cuz 31:54 like if I have super super low scores, I 31:56 will go investigate on landing pages, ad 31:59 copy, the structure, everything. It will 32:02 get my attention to see what I can do 32:04 about it. It used to be years ago you 32:07 actually could control quality score. 32:09 you could set up scaggs and keyword 32:11 stuff ads and blast up your quality 32:13 score. That doesn't seem to be the case 32:14 today. The way Google behaves, 32:16 especially with smart bidding and now 32:18 utilizing like broad match keywords, 32:19 things like that, it's a bit tougher. 32:21 But it is something I do check and keep 32:23 an eye out on a monthly basis. All 32:25 right, monthly task number three, 32:26 monthly performance. So during this 32:28 checklist, you've seen me go through 32:30 daily, you've seen me go look at weekly. 32:32 Now look, I'm looking at monthly 32:33 performance. And there, and especially 32:36 because we have clients, right? monthly 32:37 is going to get reported on in most 32:39 cases. So here I'm just looking at 32:41 usually how did my month do compared to 32:44 like previous month. Was there any major 32:46 fluctuations in performance and then 32:49 also how did I do year-over-year? So if 32:51 I if I pull back year-over-year in this 32:53 case, you know, we actually did uh about 32:57 20% less. Ooh, right. And so you're 33:00 like, why is this 20% down 33:01 year-over-year for the same cost? Okay, 33:04 that needs to be investigated. We've 33:06 lost basically a h 100,000 in revenue 33:08 compared to where we were at last year. 33:10 Where is that taking place? What's going 33:12 on here? And this one, again, this is an 33:14 account I run. You can see brand is down 33:17 and Pax is like at about the same or 10% 33:21 above. Also, this search campaign's down 33:24 13. This search campaign down 10,000. 33:27 So, there's actually actually leak 33:29 there's leakage across all of this. 33:31 Could this be a macro thing? Could this 33:33 be um an issue with uh Pmax pretty much 33:38 taking a lot of these conversions, but 33:39 now it's doing it inefficiently. So now 33:41 you've seen a loss and I've had issues 33:43 with performance max like that. So this 33:45 just needs investigated. And so I'm 33:47 looking at year-over-year and then I'm 33:48 also going to look at usually previous 33:52 period or the previous month. So, I'm 33:54 gonna actually go back and pull uh just 33:56 May and just see, hey, how did how did 34:00 June compare to May uh in this account? 34:02 And so, here uh we're about about the 34:05 same. So, 6% difference there. Nothing 34:08 major. See, things seem to be fairly 34:11 normal, but I am looking at monthly 34:13 performance year-over-year and usually 34:16 compared to last month. Now, when you're 34:18 working with clients or it's your own 34:19 business, you're going to know if 34:20 there's any seasonal fluctuation or 34:22 anything like that. But this is 34:23 something a good keep an eye out on. See 34:26 if there's any upswings or decreases. 34:29 Where is it coming from? Do you need to 34:31 go investigate further? That's all I'm 34:33 looking at. All right. Monthly task 34:35 number four, campaign structures. So, 34:36 this you're just reviewing campaign 34:38 structures. Does it make sense to split 34:40 or combine like consolidate? Right? I 34:43 have multiple videos on uh account 34:45 structure like how to build search 34:46 campaigns the right way. That video will 34:48 be in the description below. In any 34:50 other video I have there's a lot now in 34:52 regards to talking about structure. I I 34:54 have some I know I talk about 34:55 consolidation, why that's important. So 34:57 I'll have some of that in the 34:59 description below. All I'm doing there 35:01 though is does my account structure make 35:03 sense? Do I need to consolidate? Do I 35:06 need to, you know, do I need to pull 35:08 anything out? are low performers 35:11 stealing from top performers and 35:13 shopping campaigns and performance max 35:14 campaigns. So, I'm looking at all of 35:16 that. Remember, ultimately, I'm trying 35:18 to maximize my ad spend dollars. And so, 35:21 that's all I'm trying to do is look at 35:23 is my structure does my structure make 35:24 sense? Is there anything here I could be 35:26 doing to better improve that? When I 35:28 look at this account again, I actually 35:30 think like, hey, you you're getting 35:32 super high performance out of a couple 35:34 campaigns and very low performance out 35:36 of the rest. What? and they're all 35:38 limited by budget. Why even then have 35:40 the budget limited? Why not maximize the 35:43 budget on those campaigns that are doing 35:45 really well and just pause the low 35:46 performing stuff if you have to right 35:48 now? However, if that wasn't the case 35:50 and this is an account that wants to run 35:52 all of this, I'm looking at the search 35:54 campaigns. They're all very very low 35:56 volume. I would be asking the client or 35:59 prospect. that would say, "Hey, you 36:01 know, none of these are getting enough 36:03 volume to make me like feel good about 36:06 the consistency of how smart behave 36:08 smart bidding would behave." I tend to 36:11 like to see at least 30 plus conversions 36:14 in a 30-day time frame at a campaign 36:16 level to have some confidence level in 36:18 it to make sure, hey, it's going to be 36:20 consistent. Smart bidding will behave 36:21 well, and I can continue to have, you 36:23 know, consistency out of it, not 36:24 finickiness. 36:26 And you know, in this case, there's 36:27 there's several search campaigns here. 36:30 If I just lump these together, I can 36:32 actually get more volume out of it. Or 36:34 maybe I move them into a portfolio 36:35 strategy, right? But that is something I 36:38 would be looking at on this account. Is 36:40 the does the structure of splitting all 36:42 these search campaigns make sense when 36:44 none of them are high volume? What if I 36:46 just lumped them all together? Is there 36:48 any difference in those products? Is 36:50 there a difference in margins and and 36:51 and bidding goals? If so, then fine, 36:54 maybe we have to keep them out. But if 36:55 not, many cases you're like, actually, 36:58 yeah, it'd be fine if we consolidated 36:59 those. Cool. Let's consolidate those. 37:02 Get more volume, conversion volume into 37:04 one campaign versus fragmenting it into 37:07 three and see if we can get better 37:08 performance out of it. All right, 37:10 monthly task number five, reviewing top 37:13 sellers. And so here, this is top seller 37:16 products in Performance Max or shopping. 37:19 All I'm always doing I if there's one 37:21 thing I'm always doing if you get a 37:23 theme out of this or a pattern I'm 37:25 always looking at what's performing well 37:26 what's not performing well the stuff in 37:29 the middle I actually heard this this is 37:31 years ago as like sort of an analogy 37:33 it's kind of like hurting sheep so 37:35 you've got you know the sheep and I've 37:37 never heard sheep before but you've got 37:39 sheep in the front you got sheep in the 37:40 back if you can keep the front 37:42 controlled and the back controlled the 37:43 middle will stay fine right you don't 37:46 have to worry about bunch of sheep 37:47 leaving from the 37:49 They'll follow the the leaders up front 37:52 and then if you can keep the back from 37:53 not going crazy, the middle will stay 37:56 compact and tight. I look at that same 37:59 sort of concept with my Google Ads 38:01 accounts. If I have close attention to 38:04 my top performers, whether that's 38:07 products, whether that's keywords, 38:08 whether that's campaigns, but if I'm 38:11 paying close attention to my top 38:12 performers and close attention to my low 38:14 performers, where I'm making money, 38:16 where I'm losing money, if I focus 38:19 there, the stuff that's kind of in 38:21 between, which by the way is is a lot, 38:24 but the stuff that's in between, usually 38:26 I it will work itself out, right? Like 38:29 over time I'll still be optimizing that 38:31 stuff. I'll still be getting some 38:33 keywords or products that rise up. I'll 38:35 keywords or products will also become 38:37 losers over time too. Th those will show 38:40 themselves in time. But if I maintain 38:42 the top stuff and then I maintain the 38:44 stuff that's losing me money in the 38:46 present moment, usually I'm doing very 38:49 well at maintaining the performance of 38:51 the account then. And so that's why, you 38:54 know, 8020, right? You don't I see 38:56 people try to optimize campaigns that 38:58 like do one conversion a month. That 39:00 makes absolutely no sense. So there it's 39:02 a strategic thing you want to be 39:04 thinking about, not a tactical let's get 39:06 in the weeds of this campaign. We've got 39:07 one conversion. Let's let's do some ad 39:09 test. What's an ad test going to do? You 39:11 get one conversion a month out of it. 39:13 And so I'm always looking at the top. 39:14 I'm always looking at the losers here. 39:17 Every month I like to look at what 39:20 products are crushing it for me, right? 39:22 And are there any variations in that? A 39:25 lot of people will have again 8020 rule 39:28 there. Usually it's like 9010. A lot of 39:30 people will have products that do really 39:31 really well for them and then those 39:33 products just maintain to do really well 39:36 for them. So there I'm looking at, hey, 39:38 are my top products still my top 39:40 products? And do I have any products 39:41 that are just sucking money from me? But 39:43 I'm always making sure my top products a 39:45 aren't being hindered by budget. I've 39:48 got correct bid strategies on them. 39:49 They're in the correct campaign 39:51 structures. And I'm I'm doing everything 39:53 I can to maximize my exposure and my 39:56 return from my top products. And then uh 39:58 ultimately I'm also looking at loser 40:00 products during this uh uh time frame as 40:02 well. But here you just want to keep an 40:04 eye out on your top products, top 40:06 product categories, brands, however you 40:08 want to look at them from uh an 40:11 aggregate level of data. And just make 40:13 sure you've got the correct structure 40:15 and budgets and bidding in place to 40:17 maximize the performance of those top 40:19 products. Okay, I just mentioned top 40:21 sellers. I do the same with poor 40:23 performers. So, I'm not going to go like 40:24 too much in there. But here, I'm just 40:27 identifying what products are doing 40:29 poorly. I look at different time frames 40:31 in 30 days, 60 days, 90 days, 6 months, 40:34 a year. Are there any fluctuations with 40:37 those products? And then here, I look at 40:39 should I test them in an isolated test? 40:41 Can I actually get these products to do 40:43 well? Or should I exclude them 40:45 completely? These products prove to be 40:47 losers time and time again. So, I'll 40:49 exclude them, but I'm always looking at 40:50 monthly top sellers, poor performers. 40:53 All right, monthly task number seven, 40:55 DSA campaigns. This is just dynamic 40:58 search ad campaigns. If and it doesn't 41:00 look like anyone's running a dynamic 41:01 search ad campaign here. If they if the 41:05 account is running a dynamic search ad 41:06 campaign, by the way, I have a whole 41:07 video on dynamic search ad campaigns 41:09 that will be in the description below. 41:10 But if I'm running a dynamic search ad 41:12 campaign, what I'm looking for in that 41:14 dynamic search ad campaign is if there's 41:17 keywords that are doing well for it, 41:18 because a dynamic search ad campaign is 41:20 going to behave like a mining tool, then 41:23 I'm just making sure, hey, do I have 41:25 these search terms that are doing well, 41:26 my DSA campaign, am I adding those as 41:29 standard keywords inside my standard 41:31 search campaigns and testing them in the 41:33 standard campaigns where I can try to 41:35 maximize my exposure on them? And then 41:37 also checking, you know, are the search 41:39 terms coming from this DSA campaign 41:41 relevant? DSA can pull in a lots of 41:43 irrelevant stuff. Do I need to exclude 41:46 anything from this campaign, whether 41:48 that's URL targets or search terms like 41:51 adding negative keywords? Again, I have 41:53 a full video that goes into how to set 41:56 up and optimize dynamic search ad 41:58 campaigns. So, if you get to this task 42:00 and you are running a DSA campaign, go 42:02 watch that video. It'll be in the 42:03 description below. um they'll give you 42:05 literally every setting and detail to go 42:07 through on how to do that. But in this 42:09 checklist of optimizing, I'm just making 42:10 sure I'm keeping tabs and an eye out on 42:14 my DSA campaign if it is running in the 42:16 account. Okay. Alongside that, I also 42:18 have so there's DSA campaigns, but then 42:20 also DSA targets. So this is you're just 42:23 reviewing the the targets of your 42:24 dynamic search ad campaign. Again, if 42:26 you don't know what that is, then go 42:27 watch my dynamic search ad video that 42:29 will be in the description below. All 42:31 right, monthly task number nine, G4 42:34 account. Review your G4 account. Um, a 42:36 lot of people will set GA4 accounts up 42:39 and never look at them. I'm I actually 42:41 don't like J4 myself. So, if you 42:43 utilizing any other analytics tool, 42:45 fine, but actually go monthly look at it 42:47 if you haven't looked at your J4 42:48 account, right? Make sure does anything 42:50 look odd here and and review the data, 42:53 right? And so this is just and you're 42:55 going to have to understand G4 a little 42:57 bit to probably do this, but you know on 42:59 this account I found there's an issue 43:02 with the tracking on it. And so this 43:04 account is not tracking correct revenue. 43:07 It was going after a bunch of um so if I 43:10 go and I believe it's e-commerce 43:12 purchases. Yeah. Items added to cart 1 43:15 million. That's not true. And so here 43:18 it's like wait a second. Ding ding ding. 43:19 And this has really nothing to do with 43:21 my Google Ads account. I'm not using G4 43:24 data or like tracking inside this Google 43:27 Ads account or in most of my clients 43:29 Google Ads account. I will link them so 43:31 they talk to each other, but I'm not 43:33 using G4 as my tracking. You'll know 43:36 that if you go through any of my like 43:37 account setups or conversion tracking 43:39 setup videos or training, but I do 43:42 review G4 uh usually on a monthly basis 43:44 to make sure there's nothing odd going 43:46 on with other traffic sources. there's 43:49 maybe products that are doing well 43:50 organically for the client that I might 43:53 be missing in my ad account. So, I'm 43:55 just looking for those type of gaps as 43:56 well or if there's issues. So, like for 43:58 this account, hey, there's an issue with 44:00 your items added to cart. Your developer 44:02 needs to go fix the J4 code. Please go 44:05 do that. So, that's it. I'm just 44:06 checking, making sure everything's good 44:08 with the J4 account, making sure I'm not 44:10 missing anything inside the data of J4 44:12 that might help me on the Google Ads 44:16 account. By the way, you can also 44:19 instead of G4 account, if you have 44:21 backend access to your client, this 44:23 could also mean changing or looking at, 44:26 you know, their Shopify account. So, 44:29 literally go look at the entire Shopify 44:31 account, look at all of the website 44:32 data, all of the website revenue, look 44:35 at what products are selling, and making 44:37 sure, hey, am I actually advertising all 44:39 these products because this this seems 44:41 to be doing well for them on the back 44:42 end, but I don't really remember this in 44:44 the ad account. So you're finding gap 44:46 analysis like that. All right. Monthly 44:49 keyword research. Uh I will actually 44:51 look through what keywords am I 44:53 advertising on my standard search 44:55 campaigns. Am I missing any gaps? Right? 44:58 So I go usually through some keyword 45:01 research analysis here just to make sure 45:02 there's no gap analysis or there is no 45:05 gap within my keyword coverage. A lot of 45:07 times I'm looking at what's doing well 45:10 for me here, like adding new keywords 45:12 right there in my weekly task that we 45:14 already went over. But I will sometimes 45:17 do a full monthly sort of keyword 45:19 research and I have a full video on how 45:21 to do keyword research. So that video 45:23 will be in the description below. I'm 45:24 not going to go fully into that. That's 45:26 a I think a 30-minute video itself. But 45:29 I'm just making sure am I missing 45:30 anything? I can't tell you how many 45:32 accounts or clients that I've worked 45:34 with where they I'm like, "Guys, you've 45:37 launched this new product like 3 months 45:38 ago and you've you have zero coverage of 45:40 it on your ad account. What's going on?" 45:42 It's like, "Oh, yeah. We just forgot to 45:44 add that." It's very easy when you have 45:46 a Google ad ads account that's dialed in 45:48 to just autopilot yourself into it. I'm 45:51 always looking for missing gaps. Am can 45:53 I can I expand? Can I do more? Am I 45:55 missing something? So, this keyword 45:57 research is a task to make sure I don't 45:59 miss anything. Okay. Monthly task 11, 46:02 review PMAX products and insights. So 46:04 here we're just analyzing the 46:05 performance of Performance Max products 46:08 and and taking a look at the insights. 46:09 What terms are showing? Is it good or 46:12 bad? Do we need to move out some poor 46:14 performers from Performance Max? I have 46:17 an entire performance max course and 46:20 that is for free. So go check that out. 46:24 That link to that will be in the 46:25 description below. I have that in 46:27 YouTube video format as well. So, I will 46:29 have that somewhere in the description 46:31 for you to go check out. I talk about 46:33 building PMAX campaigns, optimizing PMAX 46:36 campaigns, all of that's there. So, 46:38 again, a lot of this, if you want to get 46:40 into the nitty-gritty, into the weeds of 46:42 doing it all, I've got pretty much full 46:44 videos on most of this stuff. However, 46:47 all I'm doing here is making sure like, 46:49 is this thing still operating how I want 46:51 my Performance Max campaign to operate, 46:53 right? And so, I'm just looking through 46:54 the search term categories. And again, 46:57 I'm I'm going to have some of this 46:58 blurred out cuz it's going to give some 47:00 information away. But just like I do 47:02 like with adding keywords, I say go into 47:04 the search insights. I'm looking just at 47:06 the search and sites too in general for 47:08 patterns, for negative keyword 47:11 additions, new keyword additions. I'm 47:13 looking to make sure that my products 47:15 are performing and asset groups are 47:17 performing in the way that I want them 47:19 to or how I've set this up. So, I'll 47:21 review like asset group performance if 47:23 I'm running multiple asset groups. And 47:25 you can do that sort of, you know, you 47:26 go into asset groups. Again, you're 47:28 going to see this blurred out. These are 47:29 the asset groups. I have to blur it out 47:31 because it's giving up too much info. 47:33 But you go over here to table and then 47:35 you can actually see performance here. 47:37 So I'm looking at, you know, the perform 47:40 performance of these asset groups. Does 47:43 everything look good here? Is there any 47:44 differences? You know, we'll see this 47:46 asset group has a five rorowaz. These 47:48 all are really high. This one's a five. 47:51 Five as well. Okay. Why is this a five? 47:54 Why does this only have eight 47:55 conversions? The conversion rate's 47:57 really bad compared to the average. So, 47:59 this asset group I'm going to start 48:01 investigating further. I would have 48:03 known that if I didn't actually dive in 48:04 and look into it. So, that's all this 48:06 is. You're just diving in. You're 48:07 analyzing the PMAX campaign further. 48:10 It's just a good optimization check to 48:12 be doing. Looking at the products, 48:14 looking at the asset groups, looking at 48:15 the uh search insights, make making sure 48:17 everything's behaving how you want. 48:20 Okay. Monthly checkpoint number 12. a 48:23 few landing pages. So, this one is 48:26 easily forgotten and boy, it's some 48:29 people forget like all the time, but 48:31 I'll go through and I'll go through like 48:34 my ad campaign like search campaigns. 48:37 I'll even sometimes click around on 48:38 products. This doesn't have to be a long 48:40 process. Like, you don't need to go 48:42 check everything, but I'll just go check 48:44 like especially again top performers, 48:47 low performers. checking th in those 48:50 areas most often, but I'm going to go 48:52 check the landing pages. Are the pages 48:54 do the pages still make sense? Is this 48:56 where I ultimately should be sending 48:57 traffic, especially like on search 48:59 campaigns, I'll check page speed load 49:02 times on pages. I'll do that, you know, 49:05 every so often. This is just a part of 49:07 that check, which is a monthly check. 49:09 This just gets you back on the client's 49:11 website reviewing pages. Why? It's very 49:14 easy to get stuck right here just in the 49:17 account level in all this nerdy data and 49:19 then you never actually are on the 49:22 client's website. It's very simple to do 49:23 that. Same with like the GA4 account or 49:25 their backend um website if you have 49:28 access to it like if they're on Shopify 49:29 or something which I've discussed. But 49:32 this just gets you on the site again. It 49:34 gets you checking the pages. Does 49:36 everything work correctly? It will blow 49:39 your mind how often you'll get on there 49:41 and you'll be like, "Oh, I didn't know 49:42 they added this. Oh, I didn't realize 49:44 they're doing this now. Oh, I didn't 49:45 even see this. That sometimes is all 49:48 this checkpoint is. Now, it really is 49:50 about am I sending traffic to the right 49:52 place and making sure you're analyzing 49:53 that and reviewing that, but it actually 49:58 is just getting you on the site again. 49:59 And because it's very easy to just run 50:02 the account and actually never like go 50:04 on the website and just click around and 50:06 this gets you back in there. And but 50:09 again, I'm there to make sure, hey, do 50:11 these pages make sense? Do they work 50:13 correctly? Is there anything broken? I 50:14 can't tell you how many times I've been 50:16 on a product page by doing this process 50:19 and I'm like, "Oh, there's a link that's 50:21 broken or an images that's broken." And 50:23 then I'm sending that to the client. Do 50:25 you know how great that makes the client 50:27 feel? Like, "Oh, wow." Like, they're 50:29 sending me updates have nothing to do 50:31 with the ad account, just like page 50:33 stuff on the website they're finding. 50:35 They must be doing work. They must be 50:37 doing their job because they're finding 50:38 stuff on my website, right? So you'll 50:40 find stuff like that. Ultimately, you 50:43 are just trying to understand, do the 50:46 pages still make sense? Are the speed 50:48 times fast? Uh have they slowed down 50:50 since the last time I checked? And are 50:52 there any issues with the pages? Right? 50:54 That's all it is. Again, you don't need 50:56 to go through and click and check every 50:57 single page. Just start with where your 50:59 top performers are and check on the low 51:01 performers uh on search ads and even 51:03 product ads. See if everything's good. 51:05 Go from there. That's all you got to do. 51:06 All right. The last monthly check point 51:10 number 13, review scripts and auto 51:12 rules. So here all I'm doing is just 51:16 making sure scripts and auto rules make 51:18 sense if you're running any. Right. So 51:20 here you go to bulk actions. You go into 51:22 the scripts and you're just making sure. 51:24 So like this is running micro pmax 51:26 script. It looks like I'm just going to 51:27 go check, hey, does this still make 51:29 sense to be running? Is it working 51:31 correctly? And actually like the 51:33 frequency setup. I don't even know if 51:35 this is being used because there's no 51:36 frequency set up here. Then same with 51:39 rules. I'm going to have to some of 51:42 these are probably there's going to be 51:43 some blurred stuff going on here cuz it 51:46 gives up some info, but these look like 51:49 old rules. So, there hasn't been a rule 51:52 that's been set up since July. Actually, 51:56 this looks like it just ran recently. 52:00 >> Looks like some keyword thing. I again 52:02 I'm not this isn't my account so I'm not 52:03 really sure what's going on there but 52:05 making sure hey does this rule that's 52:07 enabled make sense and is it scheduled 52:11 right like is this is there is actually 52:13 like a schedule to this thing so this 52:15 thing seems to run daily between 8 9 52:18 a.m. Does this rule? So, this is 52:20 actually a perfect example. Does that 52:21 actually make sense? Do I want this rule 52:23 to take place? It's like increasing CPCs 52:26 by 5%. With like an upper limit. Now, 52:29 this is on a brand campaign and I think 52:32 it looks like it's just trying to make 52:34 sure search impression share still quite 52:36 high on this brand campaign. So, it's 52:37 auto trying to like adjust it and and 52:39 it, you know, it does look like they're 52:42 running a manual CPC bid strategy on 52:44 brand, which I'm actually okay with on 52:46 brand. So, uh, actually, no, it's target 52:49 impression share. So, that that rule 52:51 doesn't make sense anymore, right? So, 52:54 there again, this is you might pivot the 52:57 a bid strategy of a campaign and forget 52:59 that there was a rule set up that now 53:02 works against that. And that's a perfect 53:05 example of that. And so, just checking 53:07 scripts and rules every month to make 53:09 sure nothing's outdated, nothing's 53:10 broken, does all of this make sense? 53:12 People forget cuz it lives in the 53:13 background. This is just a checkpoint on 53:16 that. All right, quarterly check number 53:18 one, review account strategy. Evaluate 53:22 what worked and what didn't. So you, 53:24 this again, this is a quarterly 53:26 checkpoint, right? Over the last 90 53:29 days, 53:30 what worked, what didn't. And a lot of 53:33 times, this is reviewing the testing 53:34 sheets. If you're a client of Grow My 53:36 Ads, we work in like road maps quite a 53:38 bit. And so we've got sort of 90-day 53:41 road maps usually mapped out. And it's 53:42 like, hey, here's what worked. Here's 53:44 what didn't. Here's the test that show 53:46 promise that we're currently in. This is 53:48 what then the next 90 days could look 53:50 like, which by the way goes right into 53:52 planning the next 90 days, which is 53:54 quarterly check number two, plan and 53:57 develop the next 3 months, right? So 53:59 this for us, we like to work in 3 month 54:02 sort of time frames with accounts. It 54:05 doesn't always work perfectly. You can 54:06 have a road map action plan for the next 54:10 90 days and it goes sideways on you week 54:12 two, right? That's how Google ad 54:15 campaigns can be. And you just pivot the 54:17 strategy. But usually, you know, our 54:20 90-day plans, we can kind of follow 54:22 along. It doesn't mean it's to a tea, 54:24 but usually on a macro level, we're 54:27 we're able to operate with what we're 54:29 trying to achieve each month in that 54:31 90-day plan. So all this is is hey let's 54:34 review the last 90 days. What worked? 54:37 What didn't? And let's develop now 54:39 because this just goes right into the 54:40 the next point of planning the next 90 54:43 days. Let's review and then let's plan 54:46 for the next 90 days. This is strategic 54:49 level not necessarily like in specific 54:53 tactics of like little ad groups and 54:55 keywords. This is more of a strategic 54:57 level thing. But 55:00 this is what continues to grow accounts. 55:04 It's actually the thinking and the 55:06 strategy, right? What a lot of people do 55:09 and and if you're a business who's hired 55:11 an agency before, you probably have felt 55:12 this. You hire an agency, they bring a 55:16 lot of momentum and energy in the 55:19 beginning, and then 3 months later, 55:21 everything's just quiet and on 55:22 autopilot, and they may send you an 55:24 email with a report. and then like 55:26 another month or two goes by and you're 55:27 like, okay, you know, you want new 55:29 momentum. You want new new eyes, fresh 55:31 minds on it because you don't feel like 55:33 you're getting that anymore. This 55:35 prevents that. So whether you're a 55:37 business owner running your own account, 55:38 a freelancer, an agency, doesn't matter. 55:41 You should be strategically planning and 55:44 thinking about your account always, but 55:46 minimum at a quarterly basis. Otherwise, 55:49 it's very easy to just get stuck in the 55:52 day-to-day of the account and you just 55:53 kind of let you know, hey, I'm just in 55:54 there optimizing day-to-day, but then 55:57 you know, three months goes by, 6 months 55:59 goes by, and I'm like, what are you 56:01 trying to achieve? And you kind of 56:04 people will sit back and like, well, we 56:05 just kind of want more sales, right? All 56:07 right. And that's when I know like, all 56:08 right, you guys have you don't know. You 56:10 don't even have a plan. So this forces 56:14 you back into that thinking stage where 56:17 you were at when you first started ads 56:19 and you should always be thinking 56:20 strategic highlevel moves. That is 56:23 what's going to dictate what you 56:25 actually do then at the campaign level. 56:27 Right? This is very important. One of 56:28 the most important pieces is account 56:30 strategy. This must be reviewed at bare 56:33 minimum quarterly. It's you you can 56:35 obviously do it as often as you like. It 56:37 doesn't make sense though to sit there 56:38 and like change account strategies that 56:41 often. But on a quarterly basis, I would 56:43 be looking at what's working, what's 56:46 not, and planning out my next 90 days. 56:48 That's what works for us here at Grow My 56:50 Ads. It's work what's worked for me in 56:52 my entire career. So that is a part of 56:54 our processes here, and that's why we 56:56 continue to do that quarterly. All 56:57 right, quarterly check number three, 56:59 review devices. Okay, so here we got 57:02 review devices. check is four search 57:05 partners, five is ad schedule, six is 57:07 geo, seven is audience. All right, this 57:11 is now getting into kind of like 57:13 nittygritty stuff that can be forgotten. 57:15 So here you're going in, you're looking 57:18 at your campaigns and you're saying, 57:20 "Hey, does everything actually still 57:22 make sense?" Right? And so we're looking 57:25 at and I'm inside their shopping 57:26 campaign here like where ads showed. I'm 57:29 usually going to look at at least a 57:31 three-month time frame when I'm doing 57:32 this, not 30 days. And I see they have 57:36 tablets at minus 75%, which they're on 57:39 Tro's bid strategy. So, ultimately, I 57:41 don't think that does anything. I have a 57:43 whole bid strategy uh video, by the way. 57:46 So, that'll be in the description below. 57:48 Eh, it's actually doing okay here. So, 57:50 Google's doing a good job on the smart 57:51 bidding. We do see mobile's converting 57:53 at only one compared to desktop at 2.5, 57:56 but you know, it's it's fine. I don't 57:58 I'm not seeing any major issues here. 58:01 Although tablets did eek out some 58:03 revenue. It's like so minor to me over a 58:05 hundred thousand sometimes I still just 58:07 just exclude tablets, right? But like 58:10 the only people I know who like use 58:11 tablets are and I know this isn't 58:14 everyone. I'm generalizing but kids and 58:17 then people on planes watching movies. I 58:19 again I know I'm general. I own a tablet 58:21 but I actually barely use the thing. I I 58:22 I did it for I bought it just to do 58:24 YouTube videos, but then I just end up 58:26 using it to watch movies on planes. 58:28 Anyways, I so tablets is one thing I'm 58:30 always like just hack it out until you 58:32 and then mature the account, let the 58:33 smart bidding live off mobile and 58:35 desktop and max that out before bringing 58:37 it back. But here, I wouldn't actually 58:39 make a change. This is totally fine, 58:41 right? And so here we're looking at on 58:43 um cuz I'm skipping through all those 58:45 points together. This is where you start 58:47 looking at just kind of nitty-gritty 58:48 stuff. So I'm looking at the devices, 58:51 right? And then we wanted to look at, 58:53 oh, is search partners on? Yes or no? 58:55 And you're like, oh, okay. So, I haven't 58:56 done this in a quarter. So, again, I'm 58:58 usually looking at a three-month time 59:00 frame. And then here you just go to 59:01 segment network with search partners. 59:04 And you go through, do does search 59:06 partners still make sense for us? Yes or 59:08 no? And here you've had two sales from 59:11 your shopping campaign on search 59:13 partners. I probably would actually just 59:15 shut that off. Yes, the performance of 59:17 those two looked fine, but what's the 59:20 point? And then why? Cuz again, 59:22 sometimes I'm looking at it from a 59:23 variable of the target row as smart 59:26 bidding has to think about search 59:28 partners. Now I want to remove the 59:30 thinking. So it only focuses on Google 59:32 search. And I only had 100 clicks in in 59:35 90 days on search partners for this up 59:38 here. Sorry, 78 clicks on search 59:40 partners for that. It ultimately is not 59:43 a needle mover for me. So in this case, 59:44 I probably would just remove it on the 59:46 search campaign level right here. Search 59:49 partners for this search campaign over 59:51 the last 90 days has a 2.67 conversion 59:53 rate. Search partners has a 1.8. 59:56 Ultimately, yes, it eaked out some 59:59 sales. It did okay, but again, not like 1:00:02 high volume enough for me to truly care 1:00:04 about. I would probably look at hacking 1:00:06 it. Search partners just a lot of junky 1:00:08 traffic for the most part. I I believe 1:00:10 in using it when you max out a campaign 1:00:13 on regular search. I'm just not a huge 1:00:15 fan of it when it's low volume like 1:00:18 this. Some people would say, "Well, 1:00:19 those are two sales you would have never 1:00:20 gotten." Maybe not. Or maybe it just 1:00:23 would have happened on the search 1:00:24 network. I don't know. But it this isn't 1:00:26 going to change my business if two sales 1:00:28 from a search partner campaign. So 1:00:30 sometimes I just would rather remove it 1:00:32 out of the the whole machine learning 1:00:33 thinking for the smart bidding which I 1:00:36 already discussed. So if I come down the 1:00:38 line, listen, none of these search 1:00:40 partners campaign or search partners 1:00:42 being on in any of these campaigns is 1:00:44 causing any true harm, but it's also not 1:00:46 a lot of volume. So I'm just 1:00:48 scrutinizing that. I'm just looking at 1:00:49 that and that's it. That's all I'm 1:00:51 doing. And so people forget though, 1:00:53 that's one of those settings people 1:00:54 forget about on search partners. And 1:00:56 this is just making sure you're you're 1:00:58 looking at that data. Again, it's easy 1:01:00 to forget. So on a quarterly basis, you 1:01:02 just go ahead and take a look at it. 1:01:03 Then we have like ad schedules and geo 1:01:06 targeting, you know, does that still 1:01:08 make sense? And for this account, 1:01:09 they're probably running 24/7. They are. 1:01:12 Now, they did hack it up by like six 6h 1:01:16 hour increments, it looks like, but 1:01:17 they're running 24 hours. That makes 1:01:19 sense for this business. I wouldn't 1:01:20 change anything there. And then same 1:01:23 with geo targeting. This campaign is 1:01:25 going to probably be looking at the 1:01:27 United States. Now, they've done it from 1:01:29 a state level. That's fine, too. I don't 1:01:32 think there's, you know, in there's no 1:01:34 case here, especially when you're using 1:01:36 smart bidding that I need to make any 1:01:38 geo targeting changes, right? Okay. Why 1:01:41 are we checking that again? Things 1:01:42 change. I I can't tell you how many 1:01:44 times people forget that, oh yeah, we 1:01:46 actually changed the ad schedule in this 1:01:48 campaign, but forgot to move it back, or 1:01:49 we actually excluded these states for 1:01:51 this reason, but forgot to include it 1:01:52 back. This is just kind of a double 1:01:55 check, uh, quality control check, if you 1:01:58 will, to make sure everything still 1:02:00 looks good. And that's why it's just a 1:02:01 quarterly check. You don't have to do 1:02:03 this all the time. Same with audiences. 1:02:05 Just reviewing the audiences. Hey, do 1:02:07 our audiences, are we utilizing the 1:02:09 audiences? Do we need to update our 1:02:12 audiences here? So, you just kind of go 1:02:13 into shared library. You go into your 1:02:16 audience manager. This account has G4. 1:02:20 They're using audiences for the Google 1:02:21 Ads tag. They're using audience for. So, 1:02:23 here it's just like, all right, is any 1:02:25 of this actually being used? Should we 1:02:26 be using any of it? I don't know if I 1:02:28 see a customer match list. So, this is 1:02:32 one I'd be like, hey up, I would be 1:02:34 uploading a customer match list. Why? 1:02:37 The customer match list a can train the 1:02:39 smart bidding on what your customers 1:02:40 look like further. And then you can 1:02:42 actually even use it for other purposes 1:02:44 within your campaigns too. So, here 1:02:46 they're missing that. So, I immediately 1:02:48 would be recommending, hey, you don't 1:02:49 have a customer match list. Let's get 1:02:51 that going. That is something I would 1:02:53 never have seen unless I went and 1:02:55 checked their audience manager. And 1:02:56 again, it's this is a place that's easy 1:02:58 to forget while you're just inside of 1:02:59 your accounts in the weeds all the time. 1:03:01 All right, then not just the audiences, 1:03:04 but I like to go check the tags 1:03:06 themselves. So, I'm going into data 1:03:08 manager. This Google tag, it'll be 1:03:10 blurred because it's the client's name, 1:03:11 but I'm checking the Google tag, right? 1:03:14 And here I'm just hitting view stats. 1:03:16 And here I'm just making sure, hey, does 1:03:18 this Google tag make sense? Well, uh-oh. 1:03:20 Here's what I'm finding. This is an 1:03:21 e-commerce business. You see this pro 1:03:24 ID? prod ID, product ID. There's zero 1:03:28 hits on this. That means that their tag 1:03:31 is not set up correctly to pull in the 1:03:34 product ID. So, the remarketing that's 1:03:36 taking place, the dynamic product 1:03:38 remarketing that's take taken place for 1:03:40 them, it has no idea what visitors 1:03:43 actually looked at because this is not 1:03:45 being sent back. So, look, the product 1:03:47 ID parameter allows you your dynamic ads 1:03:49 to show people the exact product they 1:03:50 view. There is zero hits because the tag 1:03:53 must not be set up correctly. So, when 1:03:56 you see your dynamic product ad, at 1:03:59 least with this account, Google's going 1:04:01 to randomize what products it's showing 1:04:03 you. It doesn't actually know what you 1:04:05 looked at cuz there's zero hits because 1:04:07 this data is not being sent back to 1:04:09 Google because the tags incorrectly set 1:04:10 up. So, boom, there we go. I easily 1:04:13 would have not looked at that if I 1:04:16 wouldn't have reviewed through my 1:04:18 audiences. And then here, I went into 1:04:19 the audience tags themselves, which 1:04:21 would be that Google Ads tag. Here I 1:04:23 found an issue with this account and 1:04:25 their dynamic product ads for the 1:04:28 remarketing purposes will not be working 1:04:30 correctly due to this having zero hits. 1:04:33 So something I found just through one of 1:04:35 the checkpoints uh on the list. Okay. 1:04:37 Then we've got add assets to check. So 1:04:40 check a review add assets. Right. So 1:04:43 this is something you know I have a full 1:04:45 video on how to set assets up. These 1:04:48 are, you know, images and business logos 1:04:50 and site links and headlines and 1:04:51 descriptions, yada yada. This is another 1:04:54 place that it's easy to forget what 1:04:56 you've set up in the past. And here, I'm 1:04:59 just making sure everything makes sense. 1:05:00 I'll go check pages. Do the pages still 1:05:02 make sense here? Just kind of like how I 1:05:04 check ads themselves. Do I need to edit 1:05:06 any of these? I can't tell you how many 1:05:08 times I found people who are using So, 1:05:11 like, for example, this is a search 1:05:12 campaign. They're this campaign's not 1:05:15 using the price extension, but I've I've 1:05:18 and so here I would say go add the price 1:05:20 extension. So here, this is missing, but 1:05:23 I can't tell you how many accounts I've 1:05:24 done audits on and I look at their ad 1:05:26 assets and it's like they have price ad 1:05:28 assets on and none of the prices make 1:05:30 sense anymore cuz they set it up like a 1:05:31 year ago and they've just never checked 1:05:33 on their assets again. So I'm like, you 1:05:35 guys are advertising prices that don't 1:05:37 even exist anymore in that price asset. 1:05:39 So these get stale over time. So, it's 1:05:42 just good quarterly to be looking at a 1:05:44 like there's no call out extensions here 1:05:46 that are being used. There's no Well, 1:05:49 they do have structured snippets, so 1:05:50 that's fine. Is the call tracking setup 1:05:53 correct? Well, they don't have calls on 1:05:54 here, so that's missing. You know, do 1:05:57 the are they using images? Nope. No 1:06:00 image assets. So, I would be adding that 1:06:02 site site links need updated or do site 1:06:05 links need updated? They look okay to 1:06:08 me, right? But I would go double check 1:06:09 all of that. And then yeah, you're just 1:06:11 kind of checking are you il are you 1:06:13 utilizing all the assets you should be 1:06:15 and are they stale, outdated and need to 1:06:18 be updated. So I'm checking usually that 1:06:20 at the campaign levels quarterly. Okay. 1:06:22 Quarterly check number nine. Look for 1:06:25 expansion opportunities. Right. So 1:06:27 compare account versus website and 1:06:29 identify potential categories or 1:06:31 products for expansion. 1:06:33 this just like I talked about earlier on 1:06:35 reviewing landing pages and and I said, 1:06:37 "Hey, sometimes you're just there to 1:06:39 like actually get you back on the 1:06:40 client's website, looking for expansion 1:06:42 opportunities. This when I'm training my 1:06:45 team on this task, it's like, hey, I 1:06:48 want you to think about the account just 1:06:49 like you think about it here on the 1:06:51 account strategy, but this goes into 1:06:53 this account strategy piece where how 1:06:56 could we continue to expand? Is there 1:06:59 gaps anywhere on from what like their 1:07:02 website has to what their account is 1:07:03 advertising? Are we not advertising 1:07:06 specific services or products that we 1:07:08 should be for whatever reason? If not, 1:07:11 why? Could be a budget constraint. Could 1:07:13 be we've tried in the past, didn't it 1:07:14 work, right? These are all good things 1:07:17 to review and look at. Then I'm looking 1:07:20 at, you know, competitors, which by the 1:07:22 way goes right into point number 10, 1:07:24 review competitors. I'm looking at, hey, 1:07:27 have competitors changed pricing? Have 1:07:29 competitors added new offers? Have 1:07:31 competitors added new products? I'm 1:07:34 looking for a gap analysis there as 1:07:36 well. You'll notice that's a big theme 1:07:38 in a lot of this gap analysis. Am I 1:07:41 missing anything? This is allowing me to 1:07:44 just review the account again, review 1:07:47 the client, if it's a client's website, 1:07:49 review the offerings, review everything. 1:07:52 Am I missing something? Now, I'm also 1:07:54 reviewing my competitors. Am I missing 1:07:57 something that the competition is doing? 1:07:58 Is the competition using new language? 1:08:00 Now, you should be reviewing competition 1:08:02 more often, right? Which we did create 1:08:04 as a checklist in reviewing the auction 1:08:08 insights bi-weekly. So, you're looking 1:08:10 for new competitors or major changes. 1:08:12 Quarterly though, this is a bit more of 1:08:14 a in-depth research on the competitor 1:08:17 level and you're just looking at top 1:08:20 competitors. You're just making sure, 1:08:22 hey, they didn't do anything 1:08:24 significantly different than what 1:08:26 they've been doing in the past. And by 1:08:27 that, I mean on their website usually, 1:08:29 like offers, pricing, are they testing 1:08:31 anything different that we haven't found 1:08:33 before? I look at their ad copy a little 1:08:35 more, just seeing what they have going 1:08:38 on, right? Some in most cases doesn't 1:08:40 bring up anything, but every once in a 1:08:42 while you will find a little golden 1:08:43 nugget doing these two, just thinking 1:08:46 about these two and just kind of doing 1:08:47 some research here. and you'll find, you 1:08:50 know, potential for improvement within 1:08:52 your own account just by thinking of 1:08:54 expansion opportunities, looking into 1:08:56 it, getting on the website. Same with 1:08:58 competitors. This, by the way, doesn't 1:09:01 have to be that crazy. I'm not kidding. 1:09:04 Some of my best thoughts that turned 1:09:06 into very successful tests resulted in 1:09:09 me spending like an hour or two, and you 1:09:11 can go to a cafe and do this or wherever 1:09:13 you're comfortable. And I just kind of I 1:09:16 literally will just click around on a 1:09:18 client's website and I'll just kind of 1:09:19 click around the campaigns. I'm like 1:09:22 doing it in a way that's aimless. Okay? 1:09:26 I'm not trying to find anything. I'm 1:09:29 just aimlessly looking through their 1:09:31 website, aimlessly looking through their 1:09:33 account. That sounds crazy, right? 1:09:37 What's the point? The point is, I'm 1:09:40 shutting my mind off on trying to 1:09:42 achieve something and I'm just 1:09:44 analyzing. I'm just going through the 1:09:47 website, observing, observing the 1:09:50 account, just kind of clicking around. 1:09:52 Believe it or not, that is where I've 1:09:54 had some of the best ideas ever. And 1:09:56 it's not because it's because I wasn't 1:09:58 stuck trying to do something where I 1:10:00 have like a specific mission or task 1:10:02 that I'm trying to accomplish. I'm 1:10:04 actually just thinking. And in many 1:10:05 cases, I'm not thinking. I'm just on 1:10:08 their website browsing around. And then 1:10:10 you'll be like, "Huh, wait a second." 1:10:12 And you'll have an idea because you went 1:10:14 on their website like a customer would. 1:10:17 And you're like, "Ooh, this could be 1:10:19 improved." Or, "Actually, I didn't 1:10:21 realize they had this offering." Or, 1:10:23 "Wow, look at this great review a 1:10:25 customer left. I had no idea that was a 1:10:27 feature or benefit customers liked. 1:10:29 Let's bake that back in the ad copy." 1:10:31 There's an infinite amount of things you 1:10:34 can find just doing that. And in many 1:10:36 cases, nothing. Sometimes I'll do that. 1:10:38 I'm like, "All right, no new ideas this 1:10:39 quarter. Whatever. Move on." But at 1:10:42 least I'm doing it. And people who don't 1:10:45 follow this or don't have a sort of 1:10:48 template or checklist they're following, 1:10:49 they will forget to do these things. 1:10:51 They'll just get caught in the cog of 1:10:54 the machine of basically operating and 1:10:56 managing an account. They'll do all the, 1:10:58 you know, best practices and they'll 1:11:00 move on. But the reality is strategic 1:11:02 thinking is the most important. And 1:11:04 sometimes strategic thinking just comes 1:11:06 from looking at competition and 1:11:08 literally thinking and looking into 1:11:10 expansion opportunities. So this is a 1:11:12 quarterly thing. You don't really have 1:11:13 to be too much in the weeds of the 1:11:14 account. This to me is one of the 1:11:16 funnest parts of it all. And it's really 1:11:19 you just kind of reviewing the site. 1:11:21 You're reviewing their products. You're 1:11:22 reviewing what customers are saying on 1:11:24 the product reviews and site reviews and 1:11:26 everything else. And you're reviewing 1:11:27 the competition. Okay. So that leads us 1:11:29 into check number 11, which is decide on 1:11:31 new test. Deter. determine what has not 1:11:34 been tested in the last 90 days. Now, we 1:11:36 need to go make some new test, right? 1:11:38 So, this all feeds into right up here, 1:11:41 planning the next 90 days out. But 1:11:44 everything we just did here, so some of 1:11:46 these probably should be moved up, 1:11:47 right? We could we could probably move 1:11:48 these up here and then have this at the 1:11:51 bottom, but whatever. Who cares about 1:11:52 the order as long as you're doing it 1:11:54 right? So, here we're deciding what new 1:11:56 test do we want to go after? And this is 1:11:58 going to just be baked into our 1:12:01 threemonth plan that we're setting. 1:12:03 Again, if this is your own business or 1:12:04 own account, you don't necessarily have 1:12:05 to like build a road map road map out, 1:12:07 but you probably should be thinking on a 1:12:09 macro level what you're trying to 1:12:10 achieve over the next 3 months and what 1:12:12 new macro test you would like to test 1:12:15 and go after. So, this is kind of going 1:12:17 through all of this research and 1:12:19 analysis on this quarterly basis, and 1:12:20 now you're deciding, all right, here's 1:12:22 what here's some of the needle movers we 1:12:24 want to go after over the next 90 days. 1:12:26 Check number 12 for the quarterly tasks 1:12:29 feed optimization. Here we will be 1:12:32 reviewing the shopping feed for any 1:12:34 optimization opportunities. You know 1:12:37 this again this is just something that 1:12:39 people forget to do and I can't I have 1:12:42 to blur out uh a lot of this 1:12:44 unfortunately. So but anyways I'm 1:12:46 looking at their products right here. 1:12:48 You can go inside Merchant Center too. 1:12:50 Remember you should be checking their 1:12:51 Merchant Center account weekly for any 1:12:53 issues. But here, I'm just going to I 1:12:56 usually do a quick glance in the 1:12:58 account, but then what I do is actually 1:12:59 go inside of the merchant center. I make 1:13:03 sure everything is correct. Are the 1:13:05 titles good? Is the Google product 1:13:07 category set up correctly? Is the brand 1:13:09 set up? Are product types make sense? If 1:13:11 there's a G10, like this has no G10, is 1:13:14 it it's missing a G10? Do is there a G10 1:13:17 number that can be assigned to this? I 1:13:19 have an entire video with a cheat sheet 1:13:22 on how to optimize product feeds and 1:13:25 what the needle movers are there. That 1:13:26 video will be in the description below. 1:13:28 Again, that's a big number like it's 1:13:29 another 30 minute video, but comes with 1:13:31 a cheat sheet. So, here analyze, review 1:13:34 your product feed uh quarterly and then 1:13:37 make changes where needed. If you want 1:13:39 to know how to exactly do that, go watch 1:13:41 the video I have on optimizing shopping 1:13:43 feeds. Okay, the last quarterly check 1:13:46 here, which would be check number 13, 1:13:48 review and update remarketing lists. 1:13:51 This kind of goes into the review 1:13:53 audiences up here. But now, if you 1:13:56 actually do need to update this stuff, 1:13:58 like, you know, here we found when I was 1:14:00 doing this, they were missing the 1:14:01 customer match list. So, here it's like, 1:14:03 all right, now we need to go actually 1:14:06 update the customer match list and for 1:14:08 them actually add the customer match 1:14:10 list and get that set up. And then just 1:14:11 make sure remarketing list all all makes 1:14:13 sense here. And and uh if we need to 1:14:16 create any new ones or update any new 1:14:17 ones, uh we do. Technically, this seems 1:14:20 a bit redundant here cuz review 1:14:22 audiences and then updating them. 1:14:24 They're different actions, but it's very 1:14:26 similar in nature as a task, but go 1:14:29 further than just reviewing audience. 1:14:31 Actually, then go build new audiences 1:14:33 where it makes sense. Update audiences 1:14:35 if you need to, especially if you're 1:14:37 missing like customer match list or 1:14:39 anything like that. So, this just allows 1:14:40 us to know we're not missing any of that 1:14:42 and we're staying on top of any 1:14:44 remarketing lists or customer match 1:14:47 lists. All right, there you go. This 1:14:49 Thank you for making it this long if you 1:14:51 did. Uh, you now know how to optimize a 1:14:53 Google ad account at the highest level 1:14:55 with this optimization checklist in 1:14:57 mind. Again, if you want the checklist, 1:14:58 go join the school group. It's in the 1:15:00 resource section. If not, then go build 1:15:03 this yourself. Use chat GPT. It 1:15:05 shouldn't be that hard. since I I went 1:15:07 through the entire checklist on this 1:15:09 video. So, you should be able to create 1:15:10 this yourself if you want. I hope you 1:15:12 got great value. All of the additional 1:15:14 videos that relate to any of these tasks 1:15:17 where I go further into how to do them, 1:15:20 all those videos will be in the 1:15:21 description below. I hope you got great 1:15:24 value from this. I'll see you on the 1:15:25 next video.