Are you wasting money on digital? It’s a hot challenge to spot the wasted spend and it’s even more difficult to measure the real growth potential of your online business. This overcoming challenge is really important because with the new and future Google Ads automations it will be harder to understand and optimise your performances.
First: Rate your market shares
Our tips:
– Target an impression share of 90% min on your own brand name
– Target an impression share of 80% min on your profitable campaigns
Second: Spot new Growth opportunities… at the same cost
Every month, search for your top 10 quick wins for growth hacking. The idea is to spot the campaigns that are the most profitable for you but that do not benefit for the full reach they might have (based of the previous impression share split & features).
During a campaign, determine if you lose impressions due to budget limits (if so, then increase your bids on those specific campaigns, you are 100% it’s a high profitability invest) or due to ranking.
Then prioritise your growth marketing work.
2. Then look at your best ROI or CPL and work on their ranking (How to increase your Adwords ranking without increase your CPC? Let’s go to next section)
Third: Track your weighted quality score and work on it
The standard quality core is set to 7. So be careful with any lower scores and make sure you track your QS as a top strategic KPI for your PPC activities.
This score is available in your AdWords panel but only on a keyword panel. You’ll have to calculate your QS weighted by cost (the most relevant KPI).
