#dreamdatarecipes
Making your Google Search Ads performance more efficient with Dreamdata
Are you spending a lot of money on Google Search Ads? Then you’re going to love this recipe.
Step 1: Split your campaigns into 2 groups.
One group for the campaigns that have produced pipeline. Another group for the campaigns that have not yielded any return yet.
The reason for this is that the analysis you do differs quite a lot depending on whether you're considering scaling spend on campaigns or saving money on campaigns.
Step 2: Campaigns that produce pipeline and revenue.
Calculate cost of $1 revenue
How much did you spend on a campaign?
How much did the campaign return?
If it costs more than $1 to buy $1 revenue, then you should consider stopping or optimizing the campaign.
If it costs less than $1 to buy $1 revenue, then you should consider spending more or scaling the campaign as it's probably a money machine for your company.
Pro tip: Impression share
Use the impression share of total searches as an indication for potential. If a campaign is yielding awesome return and you're only buying 40% of the available traffic then... Buy more of it!
Step 3: Campaigns that do not produce pipeline and revenue.
Here you want to check for two things.
Firstly, look where you've spent the most and have not seen business returns. In many cases, you should just stop the campaign immediately.
Secondly, look for the campaigns that have significant volumes. If you know your website’s average conversion rate to emails. Then you can sanity check whether the traffic you're buying through these campaigns performs worse than the average visitor on your website.
