3. In Google Sheets, sort the spreadsheet by Cost, high to low.
Remove these headings.
Our display campaigns are showing up on two main sites: Accountancy Knowledge and MarketingTutor.net. Now I want to examine those sites in particular, so I go into both websites and scroll through each one:
4. I want to do a bid adjustment on these. We can do it from the Google UI.
Go into All Campaigns. Then find Search Campaigns, then Placements. Now click the button that says See Where Your Ads Appeared.
Then head back to All Campaigns.
5. Now we’ll return to the Google spreadsheet report and add in bid adjustment.
Fill in a few columns. I especially like two videos, one from Big 4 Accounting and Marketing for CPAs and Marketing for Accounting – I’m going to bid up on this.
6. I copy screenshots of two of the placement examples for the client to review. I also list the YouTube links under the Analysis header.
7. Then I paste them into the Placement Analysis page.
8. Now we're going to bulk upload some of these bid adjustments. Highlight and copy the selected data.
9. Go to the Google UI All Campaigns chart under Placements and highlight the names that have positive data.
Then hit Edit and Change Bid Adjustment. I did 15 percent. Then tap Apply.
For the data set that doesn’t look good, we can do a decrease of 15 percent.
And that’s a rough method of giving the client a Placements report.
This entire Google Ads Audit tutorial series covered the basics of how to keep track of a client's campaign.
It's important to undertake these audits because it's a prime method of understanding a client's account performance. Then changes or improvements can be made in order to optimize and scale the campaign.
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