YUNOVA · Google Ads
Module 11: Account strategy
Google Ads account audit
Key points
- An audit reviews structure, tracking, keywords, ads and budgets.
- Check that conversion tracking is accurate before judging performance.
- The search terms report reveals wasted spend to fix with negatives.
Scaling profitable campaigns
Key points
- Raise budgets gradually so bidding can adjust without big swings.
- Expand with new keywords, audiences or locations that match winners.
- Watch cost per conversion as volume grows.
Auction insights and competitor analysis
Key points
- Auction insights show impression share and overlap with competitors.
- Top-of-page and outranking rates show how often you appear above others.
- Use the data to judge competition, not to copy rivals blindly.
Performance Planner and budget forecasting
Key points
- Performance Planner forecasts results for different budget levels.
- Forecasts use past performance and seasonality.
- Plans are estimates, so review them against actual results.