Anna Rose ThomasAs a client manager in the world of digital marketing, staying on top of your Google Ads accounts is crucial. While third-party attribution platforms and customer relationship management (CRM) tools can provide valuable insights, many clients rely solely on Google Ads. This guide will walk you through a comprehensive weekly check-up process to ensure your campaigns are on track and you’re prepared for client conversations.
Overlooking Critical Account Metrics
Many client managers fail to regularly monitor their Google Ads accounts, leading to:
- Missed performance issues
- Budget overspending
- Irrelevant ad placements
- Unprepared client meetings
The consequences can be severe, including unhappy clients, wasted ad spend, and poor campaign performance.
A Weekly Google Ads Dashboard Check-Up
Follow this step-by-step process to stay on top of your accounts.
Check Overall Metrics and KPIs
Start by reviewing the metrics that matter most to your client. Set your date range to the last seven days and compare it to the previous period. Pay attention to:
- Conversions (especially important for lead generation accounts)
- Impressions
- Clicks
- Average cost per click (CPC)
Pro Tip: Familiarize yourself with what each client considers important. This knowledge will help you anticipate questions and concerns during your next check-up.
Analyze Individual Campaign Performance
Look at each campaign’s performance:
- Are conversions up or down?
- Has there been any significant change in impressions or clicks?
- Note any unusual fluctuations for further investigation
Monitor Budget Pacing
Ensuring your campaigns are on track with the monthly budget is crucial:
- Check the total spend so far this month
- Compare it to your projected spend at this point
- Identify if you’re over-pacing or under-pacing
Remember: It’s generally better to be under-pacing than over-pacing. You don’t want to ask clients for more money at the end of the month!
Review Search Term Relevance
Navigate to the Insights tab and check the Search terms:
- Look for irrelevant search terms triggering your ads
- Add irrelevant terms to your negative keyword list
- Ensure your budget is being spent on relevant searches
Prepare for Client Communication
Based on your findings:
- Make mental notes of any significant changes or trends
- Prepare explanations for any performance dips
- Identify opportunities for optimization or budget adjustments
Key Takeaways
- Conduct weekly check-ups of your Google Ads dashboard
- Focus on metrics that matter most to each client
- Monitor budget pacing to avoid overspending
- Regularly review search terms for relevance
- Use these insights to prepare for client communications
By following this process, you’ll stay ahead of potential issues, optimize campaign performance, and build stronger relationships with your clients. Remember, a proactive approach to account management is the key to success in the ever-changing world of Google Ads.
