Head over to content and click into exclusions, make sure you are looking at placement exclusions. Once there, run through the excluded placements to see if any excluded placements should be added back to the mix of valid placements.
Once completed, click into “where ads showed” and make sure to set the search date for the past three months.
Sort placements first by conversions, make note of which pages are bringing in the most conversions.
Next, sort placements by CTR and make note of which placements have the highest click-through rates.
With that information compile a list of optimal placements for the past 3 months (only highly qualified sites and apps should be included here.) Feel free to refer back to the client’s goals to help qualify site credibility and alignment. It’s okay if after the first few months we only have a handful of sites, this will improve as we continue the evaluation and targeting process.
Use this time to also conduct some research to identify sites you think are well related to the offering, and add those sites to your list (don’t be overzealous, adding a max of 10 prospective sites for the ad to be placed)
Once the list is complete, head over to content click into placements, and select add placements. Select enter list, paste the compiled list and add placements.
Make sure to take a look at the landing page to see if any updates should be made based on performance data. Do we need a landing page? Updates to a preexisting landing page?
Analyze Creative
Review Ad Performance
Remove low performing ad groups/ads
We have three ad groups running. We want to take a deep dive and see which are performing best and which one is performing the worst.
What to look for:
Cost/Conv.
Conversion
CTR
Clicks against impressions
Once the lowest-performing is identified, rotate out the lowest-performing group for a new ad group.
Based on the performance of the high-performing ad groups we should be able to identify what is working and why, and apply those to the new ad group.
Optimize Copy
Optimize Copy and Create New Ad Group – Identify what is working in top-performing ad groups and why, and apply those findings when creating the new ad group.
If no change is needed please make minor optimizations and note why a new ad group didn’t need to be made.
In most cases, we will be creating new ad copy for the new ad group. To start a new Display ad copy use the template created and make a copy of it for your use.
Create a new ad copy based on the new target audience and use the guidelines provided there to guide you. Utilize what you know has been working for you and also implement where you can.
Once the copy is complete share it with the accounts team in Asana. Also, file the copy in the client folder for easy access.