Daniella Fisher, one of our awesome Client Managers, shares insights on monitoring Google Ads performance without using any third-party attribution tools.

Daniella shares what she regularly checks on the Google Ads dashboard to ensure smooth account operation- key performance indicators (KPIs) aligned with client goals and preferences, past data, budget, etc. Learn more about it here.

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#googleads #digitalmarketing #googleadsbestpractices #ppc

Hello, hello, I have another

very fun video for y'all.

2

I know everyone's been waiting I'm

sure But so what I thought I would

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cover today is as a client manager

how I check the google ads dashboard

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So this is just checking overall

progress and make sure that things are

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progressing Smoothly for your accounts.

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Ideally, when you're working

with accounts, it's ideal.

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Once again, I say that to

emphasize it that they might

8

have a third party attribution

platform that you can also utilize.

9

So North beam, for example, triple whale.

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just because it allows you to get an even

more thorough glimpse of overall just

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performance and things of that nature.

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It's just really helpful,

especially for e commerce accounts.

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if a lot of times people won't have that

though, because it is an extra expense,

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but then it's also great if they have a

CRM that you can also check in on with

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things, especially just when it's like

a lead gen account, it's really good

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to have a CRM in place because then

that can help you funnel those, leads

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in, and then they'll mark them as which

ones worked out, which ones didn't.

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So then that helps you

optimize Google ads further.

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I just went into a whole different

spiel there, but for the sake of

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this video, we're saying that, okay,

this account only has Google ads.

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That's the only thing that

they have, the dashboard.

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So that's what we're going to look at.

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Okay.

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So Monday morning, we're logging on.

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It's gonna be a great week.

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We're gonna check all of our accounts,

just make sure that nothing crazy

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happened over the weekend and just

that things are on track for, this

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month so far or, the last seven

days, things like that, whatever,

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however you prefer to go about it.

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So first I'll check overall metrics

just and KPIs So what I like to do is

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I know what my clients tend to look

at What are those important because

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we've had that conversation of hey,

how are you judging performance?

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what are your goals?

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But then you also just know in general

once you start to meet with them

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consistently, you know what they look

at You know what kind of sticks out to

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them if something doesn't look too good

that what they'll notice things like

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that put yourself in their headspace

and look at it, the account that way.

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So I've set my date range for

the last seven days, compare it

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previously, cause I like to see that

comparison, but that's just preference.

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And I know that this

is a lead gen account.

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So what's going to be important for lead

generation is overall conversion numbers.

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So I want to check on that.

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So last seven days, I see that

we're across up across the account.

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That's good.

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And then I'll take a look

at individual things.

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Just make sure that nothing

alarming has happened.

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So I see both of these campaigns are up.

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And then these two, nothing's changed.

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So I'm good.

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I'm not worried about it.

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And then I also know this client

really looks at impressions.

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That's really important to them.

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so I'll just make sure everything aligns.

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Their clicks is important.

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Average CPC.

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And because I know the client,

I'll see that overall CPC increased

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an account wide about by 8%.

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So that's nothing too major, but I just

make a mental note that it's likely that

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then when I have my call, when I touch

base about performance, that is something

60

that they might ask about because I know

them and I've been working with them.

61

So it's just things like that.

62

It's really helpful just

to take a look at stuff.

63

So you prepare yourself for what

might possibly pop up when you have

64

a call with them or if you email

updates to them, things like that.

65

So just do an overall check.

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Make sure that nothing took a severe.

67

Plummet.

68

obviously there's going

to be, highs and lows.

69

That's just the nature of Google

ads and just overall performance.

70

But if something takes like a

major dip, then you'll know, maybe

71

I should look into that and make

sure that there's nothing wrong.

72

And it just happens to be like

a weird lull type thing rather

73

than, Oh shoot, this is broken.

74

You know what I mean?

75

So that's why another reason

I like to check stuff.

76

So that's what I do.

77

Then my next step is Check the budget

pacing you have your daily budgets

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Assigned to each of the campaigns But

what i'm checking the pacing i'm making

79

sure that from the monthly Ad spend

that you have approved or your monthly

80

budget that's approved by the client

You just want to you know Ideally what

81

you should be at the end of every week

because you would map that out beforehand

82

So you just want to check And you want

to see how much has been spent overall?

83

So I see here that we spent a little under

84

with the overall budget that we have for

that account But there's just something

85

good to check because if you're over

pacing in the beginning of the month And

86

you definitely want to pull things back

maybe lower the budgets a little bit And

87

then if you're underpacing, you might

have some flexibility later towards the

88

end to increase a bit extra, or you might

prepare yourself that is a possibility.

89

in my opinion, I find it's better to

be underpacing rather than overpacing.

90

Because if you're at, the last week of

the month, and on average you tend to

91

spend, for example, 500 in a week, and

you have, Only like a hundred dollars

92

left to spend and obviously okay then

the client might be cool with spending

93

extra 400 bucks But ideally you just don't

want to have to ask the client for more

94

money because they would not appreciate

that So I find that it's way better to if

95

any situation be under pacing than over

pacing, It's even best pacing perfectly.

96

So just something to check in,

do that beginning of the week.

97

And I also like to do that around

the end of the week as well, And

98

then last is search term relevance.

99

So I'm not going to show the

search terms for this specific

100

account because it wouldn't keep

things very private for them.

101

And I want to do that for the sake

of this video, but you'll just

102

navigate to your insights tab on the

left hand side of the Google ads.

103

dashboard.

104

And then you click the

little arrow, brings it down.

105

You'll see a search terms

tab open up underneath that.

106

And that's what I just like to do is when

I'm checking that, make sure that the

107

search terms are, as I said, relevant.

108

for example, a clothing brand and

they specialize in women's skirts.

109

And then you see a search term pop

up that Google, paid to have that

110

click, And it's something super

relevant, like Men's trousers.

111

So then you say, that's not relevant.

112

We don't want to be spending

money on that moving forward.

113

So then you would negate that and add

that to your negative, keyword list.

114

It's really good just to realign

things at the beginning of the week.

115

And also it just familiarizes

yourself with the account a bit

116

more, which is always ideal.

117

And that is my little

short checklist of things.

118

I'll check on the Google ads

dashboard just to make sure

119

that We're in a decent spot.

120

that's everything.

121

Bye