Google Ads – Framework for success
PPC Performance challenges are inevitable; even with well optimised paid media programmes.
The difference between a quick recovery and prolonged underperformance often comes down to how leadership > optimisers respond.
Here’s a pragmatic framework for Performance Marketing Leaders to keep responses measured, informed & effective.
1/ Pause before acting
Resist the urge to enable large scale changes immediately, such as mass keyword edits or match type overhauls. Allow the team space to diagnose the situation so decisions are based on data + evidence Vs (solely on) urgency.
2/ Define the core issue
Is the decline in ROAS, CR%, CTR, Impressions, Traffic, AOV, etc? Are efficiency metrics such as CPC > CPA to blame?
…Each scenario calls for a different course of action. Clear diagnosis ensures focus on the right performance levers.
3/ Consider external influences
Not every performance drop originates within the ad account.
Seasonality, competitor activity, market conditions, stock availability, pricing changes, etc can all be contributing factors.
4/ Consider external perspectives
Agencies, platform (e.g Google) representatives and strategic partners can sometimes spot trends or anomalies with a “fresh pair of eyes” due to their wider market visibility. Involving them early can save time, reduce stress levels & enable recovery sooner rather than later.
5/ Focus on high impact campaigns first
A small number of campaigns typically account for the majority of spend and results. Addressing issues in these areas first can prevent further loss while longer-term fixes are explored. Make incremental adjustments and track their effect before expanding changes…
6/ Test solutions before scaling
Proof of concept’s (POCs) testing provides a controlled way to validate potential fixes. Effective POCs are measurable, statistically significant & aligned to core business objectives. Scaling should only happen once results are (statistically significant) proven.
7/ Build resilience for the future
To reduce the impact of future volatility:
*Align measurement to core KPIs e.g CPA, revenue, ROAS, LTV, etc and then secondary key KPIs e.g CR%, CTR, Impressions, Traffic, AOV, CPC, etc
*Maintain regular competitor, inventory, price, etc checks
*Blend manual optimisation with AI automation (P Max, SA 360, etc) appropriately in uncertain periods
*Keep a library of tested interventions (e.g POCs) > future for rapid deployment
*Loren Ipsum (other foundational areas of resilience relevant to your sector and/or business)