Use notes for important account changes

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This can help you force a 50/50 split, while in normal ad testing Google automatically optimizes. Another thing I enjoy about experiments is that it’s easy to determine if there’s a clear winner.


What can be difficult in Google Ads is keeping a history log of your accoun algeria mobile database t . There are a number of ways that this affects your results. And then there are the people managing the account. The combination of all of this can cause major problems when trying to do any kind of performance analysis.

For example, you might be looking at year-over-year data and notice that the numbers were better the previous year. Why? It could be due to holidays that fall on a different day each year. Or your brand got a huge PR boost that generated a lot of attention and searches.

It's important to use Notes . They make it easier for you to record this external history and save you a lot of time searching and putting together this kind of analysis.

How to add notes?
First, click the performance graph in the Campaign or Ad Group view .

When you hover over a line on the chart, you'll see data and performance metrics, along with a blue Add Note option. You can add your own note here. Once you have your notes in your account, they'll appear as a small square along the chart's timeline. When you click on them, they'll show you the notes, along with the date they were created.

Add an audience in observation mode
An important feature that is often forgotten is the ability to add audiences to campaigns.

Why is this important?
It’s no surprise that Google is increasingly trying to understand the intent and context of a user’s search. And not just when showing ads for an exact match search query. What was previously reserved for campaigns with more top-tier paths, like YouTube and Display Network audiences, can now be added to Search campaigns .

Before you narrow your campaigns to specific audiences, it’s a good idea to add various audience signals to your campaigns in “observation mode.” This will help Google gather data on how these audience segments are performing in your campaign compared to others who aren’t part of that audience segment.

If you're just in the information gathering phase, it's easy. You can effectively get an overview of where people are interacting with your ads. Audience segments can be added at the ad group or ad campaign level. Once you're in an ad group or campaign, select Audiences from the left menu .

Here you will see a graph with a blue button: “Edit Audience Segments.” You will see many options to choose from, including:

detailed demographic data;
affinity;
likely purchase;
your data segments;
combined segments.
Choose audience segments that make sense for your ad campaigns, then add them as "Observations" to ensure you don't narrow your targeting too quickly.

To see how audiences are doing, go back to the Audiences tab and expand the table. Google offers a breakdown of key metrics, including conversion metrics, so you can quickly see how likely or most likely these audience segments are to purchase compared to users who aren’t identified as that audience. When the time is right, you can switch audience targeting to “targeting only” if the data supports narrowing down to a specific outcome.

Browse information and recommendations
To do this, we'll use the Insights and Recommendations cards in Google Ads . These cards are a huge time saver. They help us identify key changes in performance week after week or month after month.

It’s easy to miss high-level insights when we’re overwhelmed by our accounts every day. The Insights tab in the left-hand menu provides insights about your account as a whole or down to the campaign level. It also dives deeper into other elements of your campaign, such as audience insights and search query insights. With this insight, you can focus your efforts on the relevant areas. This will save you time and allow you to focus more on analyzing the problem and finding a solution.

Want to see a wide range of recommendations for your account? Click on the "Recommendations" tab in the left menu.

Here you’ll also see your account’s “optimization score” and how applying or rejecting recommendations affects that score. I definitely don’t recommend implementing every recommendation Google suggests to increase it. This tab is useful for account managers to see the context of their account and easily apply recommendations that make sense.

They are usually divided into categories:
Repairs.
Offers and budgets.
Keywords and targeting.
Advertisements and materials.
Automated campaigns.
For example, this recommendation suggests removing redundant keywords to make the account easier to manage. In some cases, this recommendation makes sense and Google does it for us. This gives us more time to plan and analyze the account instead of the usual “busy work” of manually reviewing each keyword to decide which ones to pause.

Summary
Most of the time, all of these suggestions are intertwined with a common theme, which is Automation . Google Ads is complex and time-consuming for many. Some administrative tasks can take up a lot of time. And that time is better spent on things like higher-level decision-making or PPC strategy.

Learn to use the tools that Google offers you for free.