Points to be reviewed in regular meetings with clients

Maintaining regular meetings with clients ensures they understand both the strategy being followed in managing paid media campaigns and whether the results being achieved are making a difference at a business or commercial level. Here are the key points I usually review with clients:

• General Trend

Analyse whether the overall results are heading in the right direction. Compare current performance with the previous period and with the set objectives.

• Campaign Structure

Verify the campaign structure to ensure they are segmented correctly for each audience.

• Conversion Goals

Check if the conversion goals are being measured correctly and which ones are being used for campaign optimisation. Adjust conversion goals to align with the client's expectations, but not too frequently, only when necessary.

• Key Metrics

Evaluate metrics such as CTR, Cost/Conv., Conversions, Conv. Value/Cost, Cost, Conversion Value, and Clicks. These are some indicative performance metrics and show areas for improvement. Compare different periods to identify trends in time.

• Locations and Regions

Identify the geographical locations of highest and lowest performance. Adjust segmentation based on the results if necessary.

• Ad Scheduling

Ensure ads are shown on optimal days and hours. Adjust scheduling to maximise cost efficiency.

• Devices

Compare performance across mobile devices, tablets, and desktops, and adjust as needed.

• Keywords and Search Terms

Optimise keywords and search terms. Add or exclude as necessary.

• Creatives

Evaluate the performance of visual and textual resources. Create improved versions of the ads based on the results.

• Offers and Incentives

Review the offers and incentives in your ads and landing pages. Show incentives that competitors do not offer and/or adjust promotions and discounts to enhance the appeal of your ads.

• Budget

Ensure the budget is being fully utilised, or adjust as needed.

Reviewing these aspects in regular meetings aligns you more with the client's business goals, while also demonstrating a greater commitment to the success of the campaigns.

How to exclude bad quality leads in Paid Media?

The quality of leads is as important as the quantity, and in some cases, even more so. Attracting poor-quality leads wastes your budget and impacts the overall performance of your campaign. Today, I'm sharing the process I usually follow to improve lead quality:

1. Profile of a Poor-Quality Lead

First, we need to identify what characterises a poor-quality lead. Is it the price? The search intent? The expectations versus what the advert offers? The location? The age? The conversion action? Clearly defining the profile of these leads and what makes them different from good-quality leads is essential in order to take action.

2. Strategies Based on the Profile

With a defined profile, we can implement specific tactics. Some of these include:

Negative Keyword Targeting: Exclude keywords that may be attracting unwanted leads.

Bid and Location Adjustments: Lower bids or exclude locations that generate low-quality leads.

Clear Copy and Creatives: Use clear messages in your ads to set correct expectations and filter out unsuitable leads.

Differentiated Landing Pages: Creating specific landing pages for different audiences can improve lead quality.

Audience Exclusion and Demographic Adjustment: Pause or exclude certain audiences and adjust the demographic criteria of the campaign.

Form-Level Disqualification: Include 1 or 2 mandatory disqualifying questions in your form to filter out poor-quality leads.

3. Continuous Optimisation

The process doesn’t end with implementing some of these strategies. It's important to constantly monitor and adjust the campaigns.

Clearly defining the profile of poor-quality leads and applying specific strategies to exclude them can turn around your paid media campaigns.

3 tips for app campaigns on Google Ads

App campaigns on Google Ads are a tool that bring discovery and actions. Getting the most out of them requires knowing the basics of this type of campaign and having a solid strategy. Here are 3 tips to optimise your app campaigns and achieve your marketing goals.

1. Initial budget

Google recommends starting with an initial budget of approximately 50 times the expected Cost Per Download (CPD). Why? Google considers it a high enough budget to allow Google Ads artificial intelligence to collect enough data to optimise the campaign. If your expected CPD is £2, you should consider an initial budget of at least £100.

2. Advertising channels

Google Ads app campaigns are shown on a wide variety of channels: Google Search, Google Play, YouTube, Discover, and the Google Display Network. Each of these channels has its own type of audience and behaviour. Leveraging all of these touchpoints can maximise reach. For example, YouTube ads can capture attention visually, while ads on the Display Network can reinforce your app's presence in different contexts. This increases download opportunities.

3. Attribution tracking

To properly evaluate the performance of your campaign, it is important to have an attribution tracking system in place. Google Ads offers several solutions for this, including Google Analytics for Firebase, attribution partners for apps and code-free tracking with Google Play.

Extra tip: Having a large user base already in place will give the campaign enough data for faster optimisation, and having values assigned to specific actions within the app will allow you to measure and improve campaign performance based on those actions.