Google AdWords released a new feature into open beta called Account Health Score for Search. In Google’s terms, the Account Health Score for Search measures how well your search network campaigns are configured for optimal performance. The health score comes with a set of recommendations that will raise your score and help your campaigns perform better (and I’ll break down which ones I recommend below)
My Google AdWords account received access to the beta feature a few weeks ago. I have been very intrigued with the recommendations and opportunities presented to improve the overall health of my PPC account. Google AdWords has continued to make updates to their platform that give PPC marketers tools to help improve their overall account through best practices, keyword and display planners, as well as opportunities to grow your account.
With 7+ years of AdWords account management under my belt I have used, and continue to use, all the tools at my disposal. This health score is no exception.
Is Your AdWords Account in the Open Beta?
If you want to check to see if your Google AdWords account is included in the open beta, navigate to “Opportunities” in your PPC account. At the bottom of Opportunities page, you will see a notification similar to this:
Once you get into your Account Health Score, you will see that Google AdWords has broken out recommendations by campaign. Here is how the health score appears at a campaign level:
Next, you can click into each campaign for a list of recommendations for that campaign.
Let’s dig into some of the key recommendations Google AdWords has provided for my campaigns. There are a few recommendations I have implemented without hesitation and a few I am not planning to implement at this time.
Key Recommendations I Vote YES on for Implementation:
- Use Ad Extensions: Callout, Call, Structured Snippet, Location, Sitelinks, etc. You should include every ad extension that is relevant to your business across your campaigns and ad groups. The more in-depth information your ad provides the consumer, the better chance you have of getting that click and driving a sale.
- Use a Mobile-Friendly Site: With mobile search on the rise, a mobile-optimized site is key. Don’t forget to include the option for a customer to convert via a call button!
- Use First Page Bids for High-Quality Keywords: This seems like a no brainer to implement, but since daily budget caps are set at the campaign level you will need to also make sure that your campaign has enough budget to support a higher bid. An alternative that I would recommend is to actually segment your high-quality keywords into their own campaign to ensure dedicated budget and top page bids.
Think Twice About These Recommendations:
- Use an Optimized Ad Rotation Setting: Only implement this recommendation on campaigns where you are not currently running an A/B ad copy test. When running an A/B ad copy test you will want to keep your ad copy setting on even rotation to ensure that each ad copy gets enough impressions to have a fair test.
- Use Standard (Optimized Delivery): This is a great recommendation for campaigns where you aren’t looking for a high percentage of share of voice. However, for brand campaigns or campaigns with top performing keywords you will want to use accelerated delivery so you can get every click and conversion possible!
- Use Enhanced CPC: Only apply this recommendation if you track and report on every single conversion – including offline conversions such as phone calls. This bidding strategy will only be efficient if you include every conversion a keyword drives.
Now, go review your Account Health Score and recommendations. For more AdWords tips, read my blog post, Make the Most of 4 Big AdWords Enhancements in 2017.