Maximize Google Ads ROI with Smart Auditing in a Data-Scarce Era
▼ Summary
– Review search terms to identify high-performing keywords to add and irrelevant queries to exclude as negatives, even with limited visibility.
– Manually review auto-apply recommendations instead of enabling them, as many can make unwanted changes to assets or keywords.
– Analyze device performance and apply bid adjustments or exclusions where necessary, as this remains a key area of advertiser control.
– Ensure proper geotargeting by reviewing matched locations and setting location options to “Presence” to focus on users in intended areas.
– Maintain well-structured ad groups with themed keywords and relevant ad copy, avoiding excessive segmentation that can hurt algorithm performance.
Navigating the world of Google Ads requires a sharp eye, especially as automation takes center stage. Smart auditing remains essential for maximizing ROI, even when data feels incomplete. Many advertisers find a significant portion of their budget, anywhere from 20% to 80%, goes toward hidden search terms, making it vital to focus on the areas where you still hold influence.
Even with limited visibility, the search terms you can access reveal a lot about user intent and ad relevance. For those using Performance Max campaigns, Google now offers greater transparency by displaying search terms. When reviewing these reports, pay close attention to high-converting terms not currently targeted as keywords, as well as low-performing or irrelevant queries that should be added as negative keywords. Also watch for search phrases that belong in a different ad group where ad copy better matches the query.
Be cautious with auto-apply recommendations. While some suggestions, like resolving negative keyword conflicts, can be useful, it’s often better to review recommendations manually rather than allowing automatic changes that may not align with your goals.
Device targeting offers another area of control, especially if you’re using Target CPA bidding. Review performance by device type, mobile, computer, tablet, or TV, and consider applying bid adjustments based on results. For Maximize Clicks strategies, device bid adjustments are also available. With other bid strategies, you can exclude underperforming devices entirely by setting a -100% adjustment.
Geography plays a key role in ad efficiency. Check Matched Locations to confirm your ads are showing only in intended areas, and use location exclusions to avoid wasted spend. Under campaign settings, select “Presence” to better target users physically in or recently in your desired locations, rather than those the system deems “interested” in the area.
Ad group structure still matters, even if keyword matching isn’t as precise as it once was. Group keywords by theme and ensure ad copy aligns closely. Over-segmenting can hurt performance, as algorithms need sufficient data to optimize effectively.
Regularly review placement reports to exclude undesirable sites. Look for placements with high impressions and low conversion rates, unusually high click-through rates that may indicate low-quality traffic, or sites geared toward children or using suspicious domains. For Performance Max campaigns, exclusions must be applied at the account level under Content Suitability settings.
When using responsive search ads, trust Google to test combinations, but review performance data periodically to inform future ad copy. Asset-level reporting is now available for headlines, and for Demand Gen and responsive display ads, you can evaluate both text and image performance.
Expand your ad presence by incorporating additional assets like sitelinks, callouts, structured snippets, promotions, and lead forms. These not only highlight key selling points but also help your ads occupy more space on the search results page.
Leverage first-party data by syncing customer lists and using exclusions to avoid targeting existing customers when it doesn’t make sense. These lists can also help build lookalike audiences in Demand Gen or serve as signals in Performance Max. Turn off audience expansion when using customer match or remarketing lists to keep spending focused.
Accurate conversion tracking is the foundation of any successful account. Use Google Tag Manager’s Preview Mode to confirm tags fire correctly, and implement Enhanced Conversions for Web and Leads to improve tracking accuracy, especially with privacy restrictions affecting data collection.
Staying proactive with these auditing practices ensures you make the most of Google’s automation. By focusing on the levers you control and monitoring meaningful data, you can steer campaigns toward greater efficiency and stronger returns.
(Source: Search Engine Land)
