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Aug '23 (edited) in Ad Management
The Beatdown - Overhauling Newly Acquired Accounts
I've been overhauling accounts for a local agency and have seen a pattern, so I wanted to share the general beatdown that I'm putting on these accounts so you can replicate it if/when it makes sense for you.
Here's the general flow.
Phase 0.5:
  1. Remove Search Partners and/or Display Network from all Search campaigns
  2. Change Location Settings on all Search Campaigns to "Presence In" (on both Target & Exclude)
Phase 1:
  1. Set the date range to "All Time"
  2. Navigate to "Keywords" (Account level, so you're looking at keywords from all campaigns)
  3. Add a filter to only show keywords with less than 1 conversion
  4. Pause everything that shows up.
Phase 2:
  1. Remove the conversion filter and sort by cost/conversion descending (highest cost/conv. to lowest)
  2. Pause outliers that are much more expensive than anything else (50%-100%+ the cost of the avg)
Phase 3:
  1. Navigate to "Ad Groups" (Account level, so you're looking at ad groups from all campaigns)
  2. Add Columns "Number of Eligible Keywords" and "Number of Eligible Ads" (In 'Setup' column group)
  3. Pause all ad groups that have 0 eligible keywords (do not include dynamic ad groups)
Phase 4:
  1. Look at ad groups that still have 30+ keywords
  2. Identify search intent of top converting keyword
  3. Rename ad group with search intent included in name
  4. Compare search intent of all other keywords to top converting keyword
  5. Move any keywords that have different search intent into the relevant ad group (or new if needed)
  6. Repeat with all other ad groups
  7. Check ads in each ad group for alignment with search intent of the group's keywords
Summary:
The biggest problem I see with accounts in agencies that didn't have experienced ad managers is structure. They add keywords willy-nilly, or just accept Googl'e recommendations. Sometimes they take over someone else's account and just add to the mess. Cleaning up the account's structure lets the budget go toward things that convert and cuts a lot of the wasted spend so you can test and adapt with cleaner data.
The above process doesn't fix every problem, but it certainly makes it easier to manage an account and find what works and what doesn't. Letting the data flow through a simpler series of pipes generally leads to better performance, anyway, so what helps you helps the client as well.
I hope this is helpful!
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Ryan Baker
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The Beatdown - Overhauling Newly Acquired Accounts
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