It didn’t matter when you took over your client’s Google Ads account; you know that making changes and ensuring better results is part of the reason they hired you. However, do you know the signs their Google Ads campaign may not be up to par? If not, you’re in the right place. Keep reading to learn some of the signs that your client’s Google Ads campaign needs some work. 

Infrequent Changes to the Account or Campaign

So many accounts are created and never changed for weeks or months at a time. If you want to see any return on an Ads investment, it requires ongoing management, monitoring, and optimization. With PPC, you get out what you put in. While the process can be time-consuming, it is something you must invest in to achieve results. 

Relying on the Optimization Suggestions from Google 

Would you ever take medical advice from a doctor who has never seen you in person? Someone who assesses your health based on your height, weight, and age alone. Even though you may find the suggestions beneficial, they may not provide any real value for your ads.  

The biggest issue with the suggestions is their inability to consider the customization options you have set, such as advertising goals, budget, and more. If a campaign is only relying on optimization suggestions from Google, it’s not going to yield quality results. 

Low CTR (Click Through Rate)

If you have a low CTR, it means searchers just “aren’t that into you.” A low CTR may happen along with a few other issues mentioned here, including A/B testing landing pages and ad copy and ignoring the use of negative keywords. Google views CTR as a sign that the ads aren’t as relevant to searchers, which means your quality scores will suffer and ad position will fall while CPC increases. 

Low-Quality Score 

If your client’s Google Ads campaign has a low-quality score, it means the ads aren’t providing a quality search experience for users. Because of this, the account is assessed a pricing penalty, making you pay more for each click to get to the top of the ad options. 

The cost-per-click assessed by Google considers your max CPC bid and your quality score. That’s why it is so important for an account to have a high-quality score. Like CTR, a low-quality score is a symptom of a bigger problem, which several different factors on this list can cause. 

Unorganized Account Structure

The account structure is the foundation of any Ads account. If a campaign is built on top of a disorganized structure, it will cause a lot of frustration and poor management. It’s important to be able to easily navigate through your campaigns, keywords, and ad groups with minimal confusion. 

As you can see, there are more than a few things to consider when it is time to improve your client’s Google Ads campaigns. Be sure to keep the information here in mind to get it right, or reach out to the pros who can provide more assistance with the process of creating an effective Ads campaign that generates the desired results.