Riley from Main Street ROI shares tips on evaluating the effectiveness of your Google Ads. He briefly covers…

‣ Conversion Tracking: Make sure conversion tracking is set up correctly to know if your Google Ads are effective.

‣ Conversion Goals: Distinguish between primary and secondary conversion goals, optimizing for those that impact your business’s bottom line.

‣ Click-Through Rates: Analyze click-through rates at the ad group level to identify underperforming ads and adjust strategies accordingly.

‣ Search Terms: Regularly review search terms to eliminate irrelevant matches and improve ad performance.

‣ Landing Page Optimization: Ensure high click-through rates translate to conversions by optimizing the landing page experience.

‣ Behavior Flow Analysis: Use Google Analytics to identify user drop-off points and improve site navigation.

If you have any questions, please leave them in the comments!

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Video Transcription

0:06
Hey this is Riley with Main Street ROI
0:08
and today’s tip has to do with looking
0:11
at your account and seeing are your ads
0:13
working this is a big question this is
0:15
what we all want to know so let’s dive
0:17
into it so when I’m looking at an
0:19
account um one of the first things I
0:22
want to make sure about before I proceed
0:24
any further is is conversion tracking
0:27
set up so this is really super duper
0:29
important it’s absolutely crucial you
0:32
have to know what you know if people are
0:35
converting or not from your Google ads
0:37
otherwise you have no idea what to
0:39
change if they’re working if they’re not
0:40
working so conversion tracking is really
0:43
super important to make sure it’s set up
0:46
correctly um something too that um you
0:50
want to make sure of is that the
0:51
conversions that you’re tracking make
0:54
sense so for example if you were just
0:56
curious you wanted to know how many
0:58
people from from your Google ads maybe
1:01
they direct to different service Pages
1:04
um how many people end up on the contact
1:06
page not contact form submissions that’s
1:09
different and that should be a primary
1:10
conversion most of the time but if you
1:13
just want to you just want to track page
1:15
views of the contact page that should be
1:18
a secondary conversion goal not a
1:20
primary one so let me show you what I’m
1:22
talking about so if you’re in your
1:24
account you’d go to tools and settings
1:26
and
1:28
conversions so some something like a
1:30
page view here should be set to
1:33
secondary because if it’s set to primary
1:35
what’s what this is doing is um we’re
1:38
telling Google ads depending on our
1:40
bidding strategy we’re telling Google
1:41
ads hey optimize for more of these types
1:44
of conversions so if you’re optimizing
1:47
for just page views then you can imagine
1:50
why that would be kind of a problem and
1:52
it wouldn’t be as effective as
1:53
optimizing for something that really
1:55
impacts the bottom line for your
1:58
business like um you know phone calls or
2:00
purchases form submissions something
2:02
like that so you can actually change
2:04
this when you click on uh when you click
2:05
on the conversion action
2:08
here but yeah so that’s number one
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conversion tracking has to be set
2:12
up um number two second thing I look at
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kind of from a a broad level is um I’ll
2:19
go to add groups and I want to look at
2:21
click-through rates so what I’m trying
2:23
to see here is what are our
2:24
click-through rates at the ad group
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level so from there I can then kind of
2:28
get more specific as needed but what I’m
2:32
curious about is um you know are are
2:36
there any AD groups in particular that
2:38
are
2:39
not they’re not doing as well as the
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others in terms of click-through rate um
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that would indicate that either we’re
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not getting in front of the right people
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or there’s something about our ad that
2:48
simply isn’t compelling enough for them
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to click on so I just have the last 30
2:53
days selected here and I can already see
2:55
that um a lot of these look good these
2:58
clickthrough rates are really high
3:00
because these are going to be brand
3:01
campaigns there’s brand keywords in
3:03
there so that that makes sense typically
3:05
with search um anything lower than 4% is
3:09
really a red flag so this one right here
3:12
the kids toothbrushes ad group is really
3:15
standing out to
3:16
me also you want to make sure that you
3:18
have enough data so like for example
3:20
this is a 33% clickthrough rate but it’s
3:24
only based on three Impressions and one
3:26
click so that’s really not enough data
3:28
to have any opinion about that ad group
3:32
we want to have something closer to I’d
3:34
say at least at
3:36
least 25 since I’m looking at this ad
3:40
group but you know ideally the more the
3:42
better so let’s actually look at this ad
3:45
group and see what could be causing such
3:48
a a low clickthrough
3:52
rate so in here I have this filtered by
3:55
impression so I’m looking at um search
3:58
terms these are what people actually
4:00
typed into Google which Search terms
4:03
were responsible for the most add
4:05
Impressions and right off the bat I can
4:07
see that uh this is not relevant and
4:10
neither is
4:12
this these
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two so um it looks to me like the reason
4:19
for the low clickthrough rate is really
4:21
just a matter of Search terms irrelevant
4:24
Search terms being matched for our
4:25
keywords so this is where you know this
4:27
keyword is relevant to the account but
4:30
Google is saying you know what that’s
4:31
it’s phrase match it’s a close variant
4:34
um we’re going to match for this keyword
4:36
anyway so that’s why reviewing Search
4:38
terms regularly is super duper important
4:40
for um overall account health so what
4:43
I’ll do is I’ll select these five and
4:45
I’m going to add them as negative
4:46
keywords and what that’s going to do is
4:48
tell Google if these are ever searched
4:51
in Google again don’t show my ad for
4:53
these
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keywords so I like to add these to a
4:56
negative keywords list and the default
4:59
is add them as exact match negative
5:02
keywords which um is the safest I think
5:07
so we’ll hit
5:10
save and that’s it for um negative
5:13
keywords so um on the other hand if when
5:17
I was looking at ad groups if um if I
5:20
was seeing that there were there were uh
5:22
really high conversion or not not
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conversion rates clickthrough rates in
5:25
the account but there weren’t any
5:27
conversions then the next thing would
5:29
look at is the landing page and the
5:32
website so you know if if click-through
5:35
rates are high but there’s no
5:36
conversions um assuming uh conversion
5:39
tracking is set up correctly then that’s
5:41
an indication that the ad is looking
5:43
relevant when someone clicks on it but
5:44
when they actually get to the the
5:46
website in the landing page there’s
5:48
something about their experience on the
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page that’s proving to be either
5:51
difficult or not relevant and so they’re
5:54
leaving the site and they’re not
5:56
converting um I actually did run into
5:59
this this recently in an account and um
6:02
what was happening was um people were
6:05
going to the the landing page and they’d
6:07
click on an individual service and uh
6:10
that service would then they click on an
6:12
individual service specific one that
6:15
would then direct to an all services
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page so then the user would then have to
6:20
uh you know find the service that they
6:21
had just clicked on and it was creating
6:23
some confusion for them and so you know
6:26
I went into Google analytics and I
6:28
looked at the behavior flow report and I
6:30
and I could see that people were hitting
6:32
the landing page going to a specific you
6:35
know page for a particular service then
6:39
back to the landing page and then
6:40
dropping off the site um so that’s one
6:43
example of um kind of how to how to
6:45
think about this and um and you know
6:48
look at your account and identify what
6:50
are opportunities for improvement are my
6:52
ads actually working are they not where
6:55
are people falling off and for what
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reason so I hope this has been really
6:59
helpful if you have any questions please
7:01
reach out to us this is what we do and
7:04
um we’re always here to help so with
7:05
that I’ll see you guys at the next tip