🧠 Simple Tips to Improve Your Google Ads

Happy Tuesday,

Welcome back to the 24th edition of the Nord Media newsletter.

Before we get started – Is there anything specific you’re wanting to learn about? Let me know, as always I appreciate all of you that reply each week and share feedback with me.

As I sit here writing this email, sipping on my red bull, hearing my wife go about her day in the other room, and enjoying the presence of my dog Goose sitting at my feet,

(Yes, his name is Goose, and he’s a dog. I think it’s pretty awesome). 

I can’t help but feel the joy and fulfillment that simple things can bring. 

In today’s fast-paced world, it’s easy to get caught up in the “hustle” of trying to grow a business, making as much $$$ possible, and focusing on what’s yet to come…

That you forget to appreciate the little things.

The simple things.

Same goes for business. You forget to appreciate and practice the simple tasks that’ll bring your company insane results and metric fulfillment.

And today, I’m determined to fix that for you. I want you to experience the joy of simplicity - It’s an amazing feeling.

When I say 90% of the Google ads accounts I audit make the SAME mistakes that hold them back from scaling - it genuinely hurts my soul.

Because it takes only a few SIMPLE tasks to take your eCom brand from 0 to 100, yet most of you continue to be stuck in a limbo of bad results coming from attempted grand schemes for results.

You don’t need all that. All you need are these 4 optimization checkpoints:

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The 72 Hour Check 

Every 3 days, you should be checking over budget allocation and spend pacing.

• Is it on track?

• Is enough being spent?

• Are there areas you can cut costs/reallocate?

This is going to be a general look-over, so record Ad Position and impressions and remember to turn off keywords that have enough spend but aren’t showing results - typically 3-5x AOV in spend. 

This helps to make sure you’re not wasting money on underperforming keywords and if so, to re-budget towards more effective ones.

Check whether conversion tracking runs smoothly and the account has no general errors.

You'd be surprised how many minor errors can pop up in just a few days. Regular checks can help you catch discrepancies like broken tracking records or misreported data to prevent unnecessary losses. 

Three days is the perfect time frame to notice these issues early and take action quickly.

The 5-10 Day Check

Every 5-10 days, analyze search queries and dynamic search terms to find new keywords and adjust negative ones. 

Here’s a few steps to fine-tune your targeting and make sure you aren’t unnecessarily losing $$$. 

• Assess the performance of your landing pages by looking for high bounce rates and low time-on-site metrics—huge indicators of any issues. 

High bounce rates mean your visitors aren’t finding the information they need to make a purchase, while low time-on-site means your content isn’t engaging enough. 

Once you determine the exact issues, it’s easy to make tweaks, whether it’s creating new content, improving load times, or fixing up your CTA. 

• Review your budget allocation and spending pacing again to make sure your funds are being used as efficiently as possible. 

This doesn’t take more than a few minutes. These quick checks show if you're overspending on underperforming keywords or ad groups, so you can reallocate funds to better-performing areas to maximize your ROI.

• Analyze your ads at the ad group level to identify top performers and creative successes. 

Look for ads with the highest click-through rates and conversion rates, then see what elements make them high-performing. 

• The headline? 

• The imagery? 

• The offer?

When you understand what’s working, you can copy them to other ads to continually improve your campaign performance. 

Every 30 days

I have these check schedules in. I don’t know about you, but with all the mental energy it takes to run a business, these small, simple things tend to slip through the cracks.

Your business will slip through with them if you aren’t consistent with them. 

So once a month, I like to:

• Summarize a monthly report of overall performance: 

Identify wins and losses and make adjustments accordingly. This helps you see what’s working and what’s not, allowing you to shift strategies before they cost you big. 

• Add additional keywords to maximize scale and volume while removing poor performers: 

Expanding your keyword list while throwing out the weak ones keeps your campaigns competitive. It’s an ongoing process of optimization that makes sure you’re reaching the right audience.

• Identify long-term changes in performance / trend analysis:

Look at your data over a longer period to spot trends. Are there seasonal spikes? Is there a gradual decline or increase in performance? Understanding these patterns helps you predict changes and strategize accordingly.

• Review quarterly and annual budget pacing / performance targets

Make sure you’re on track with your financial goals and adjust your budget. This will be a huge saver to allocate resources more effectively and hit your performance targets consistently.

And Finally, The 90 Day Check

90 days is the perfect amount of time to sit down and redetermine if you’re where you want to be and what it takes to reach that place if you’re falling behind. 

This means:

• Check all landing pages for functionality / improvements

Make sure all links work, pages load fast, and everything looks good. This will help boost your conversion rates and make your campaigns run a lot smoother.

• Review ads for limited approval / issues - try ensuring proper ad display and visibility

Make sure your ads are displayed properly and aren't encountering any visibility issues. Address any compliance problems or ad disapprovals to maintain consistent ad delivery.

• Test and explore different bid strategies and optimizations

Experiment with different bidding tactics to see what delivers the best results. Continuously optimizing your bids, whether manual bidding, automated strategies, or a combination, can improve your campaign performance.

• Review everything in your campaign & account structure and make adjustments to the overall structure based on performance. 

Look at your complete setup. Check how different ads, keywords, and campaigns are performing, and make any needed changes. This might mean reorganizing your campaigns, refining your targeting, or updating your ads to better meet your goals.

There you have it!

Simple tasks to guide you toward fulfillment (at least for your Google Ads.)

And these aren’t some random checkpoints I generated with AI. They’re tried, tested, and proven results. 

We worked with a brand that was spending around $300k / month on Google ads and was barely making a profit.

They were trying to do WAY too much, and it was impossible to manage. 

So we went in and implemented these 4 checkpoints of simpler tasks.

It raised their MER by 65%, AND they were able to increase spend $450K / month in just 60 DAYS of bringing me on.  

I’m super big on simple things because business is already complex. 

There’s moving parts, changing teams, and constant new trends, all while you’re juggling clients, your offer, budgets, strategies, content, and the list goes on and on and on and on.

The more complexity, the more issues. 

SO……. the more simplicity, the fewer difficulties you’ll have.

🧠 My Personal Product Recommendations for You
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Have a specific question or something I can help with? Shoot me a message on twitter and I’ll typically answer within 24 hours 👉 Twitter 

Want to learn from me or connect on other platforms? 👇
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Thank you for reading! I appreciate you.
Sincerely,
Kody