📉 Managing Your Google Ads Campaigns with OTTO PPC

Launching your campaigns is just the first step. Effective campaign management is an ongoing process of monitoring, analyzing, and optimizing to ensure sustained performance and maximize your Return on Investment (ROI). OTTO PPC provides the tools and insights to help you manage your campaigns efficiently.

📊 Monitoring Performance

Regularly review your campaign data to understand what's working and what needs adjustment.

Focus on these key metrics:

Conversions: The ultimate goal – track the number and type of conversions.
CPA (Cost Per Acquisition): Your average cost for each conversion.
ROAS (Return On Ad Spend): The revenue generated for every dollar spent on ads (especially for e-commerce).
CTR (Click-Through Rate): The percentage of people who click your ad after seeing it.
CPC (Cost Per Click): The average cost you pay for each click.
Impression Share: The percentage of times your ads were shown compared to the total times they could have been shown.

Where to Monitor: Utilize the dashboards and reports within OTTO PPC and your linked Google Ads account for comprehensive insights.

🧠 Optimization Strategies

Based on your monitoring, implement the following optimizations:

Bidding Strategy Adjustments

Transitioning Strategies:

If you started with Maximize Clicks due to a lack of conversion data, closely monitor for 15-30 conversions over the next 30 days.

Once achieved, transition to Maximize Conversions.

Refining Targets:

For Maximize Conversions with Target CPA

After 30-45 conversions, set or refine your Target CPA.
Continuously monitor your actual CPA and adjust your target, typically increasing it by 10-20 % if you want to scale and give the algorithm more flexibility, or decreasing it if you need to improve efficiency.
For Maximize Conversion Value with Target ROAS

With 50-60 + conversions and accurate value tracking, set or adjust your Target ROAS.
Aim for a target slightly below your historical average to allow the system room to optimize.

Ad Group Optimization

Performance Review: Regularly assess the performance of individual ad groups based on conversions, CPA, and ROAS.

Pause Underperformers: Don't hesitate to pause ad groups that consistently underperform or drain your budget without yielding desired results.

Identify Winners: Allocate more budget or create similar ad groups around themes that are performing exceptionally well.

Ad Creative Optimization

A/B Testing: Since you launched with 2-3 ads per ad group, continuously monitor their performance.

Pause Low Performers: After sufficient data (e.g., 30-45 conversions per ad), pause the ads with lower conversion rates.

Introduce New Ads: Replace paused ads with new variations to continue testing headlines, descriptions, and calls to action.

Sitelinks & Callouts: Periodically review the performance of your sitelinks and callouts.

Update them to reflect new offers, seasonal promotions, or improved messaging.
Ensure they remain highly relevant to the ad group's theme.

Keyword Management

Negative Keywords: Crucial for efficiency. Regularly review your negative keywords to prevent wasted spend.

Match Type Review: As discussed, consider changing non-branded exact-match keywords to phrase match only after they perform strongly with a conversion-focused bidding strategy (CPA or ROAS).

Budget Adjustments

Scaling: If campaigns are performing profitably, gradually increase your budget to capture more volume.

A standard guideline is to increase daily budgets by no more than 20 % at a time, allowing Google's algorithm to adapt and re-optimize.

Budget Allocation: Shift budget from underperforming campaigns/ad groups to those delivering the best results.

📈 Reporting & Analysis

Scheduled Reports: Utilize OTTO PPC's reporting features to set up automated reports that provide key performance indicators (KPIs) on a daily, weekly, or monthly basis.

Deeper Dives: For more granular analysis, connect your Google Ads account to Google Analytics to gain deeper insights into user behavior on your website after clicking your ads.

Campaign management doesn’t end with launch — it evolves through every insight, adjustment, and optimization. By consistently reviewing performance data, refining your bidding and creative strategies, and reallocating your budget based on results, you ensure that every campaign becomes more efficient over time.

OTTO PPC empowers you to take a data-driven approach, combining automation with strategic oversight. The more you analyze, test, and iterate, the stronger your campaigns become — driving sustained growth and maximizing your return on investment. Stay consistent, stay curious, and let performance guide your next optimization cycle.