| A | B | C | |
|---|---|---|---|
1 | MINEA | Key Metrics | |
2 | tCPA | $200 | |
3 | Budget | Below $100,000/mo | |
4 | Conversion Lag for 90% of Conversions to Register (# of days to ignore from analysis) | 21 days | |
5 | Primary Conversion Action(s) | Paid=Success (GTM) | |
6 | Primary Conversion Action(s) Implementation Date | December 1st 2022 | |
7 | Threshold for Cost | 2 * tCPA | |
8 | Threshold for Cost/Subscribe | 1.5 * tCPA | |
9 | To be checked for every ToFu/MoFu campaigns | ||
10 | |||
11 | What to check | Notes | How often to check every week |
12 | Search Terms | Are there negatives to add? | 3.5 |
13 | Keywords | Are there keywords noticebaly performing better than others | 3.5 |
14 | Conversion Tracking | Is conversion tracking working properly? | 2 |
15 | Ad Group Performance | Is the budget that Google is spending on different ad groups in line with performance of the ad group? If so, Good. If not, look if there exists keywords inside poor-performing ad groups that can be paused. | 1 |
16 | RSA Performance | If there are several RSAs being tested inside an ad group, do we have enough data to know which RSA is working best? | 1 |
17 | Location Performance | How are different locations performing on a campaign-level? Check for locations that spent >1.5tCPA before making a call. | 1 |
18 | Demographics | How are different demographics performing on a campaign-level? Check for demographics that spent >1.5tCPA before making a call. | 1 |
19 | Devices | How are different devices performing on a campaign-level? Check for devices that spent >1.5tCPA before making a call. | 1 |
20 | Landing Pages | Are we testing different landing pages? Is the budget split by Google sensible? Have we spent >1.5tCPA and are able to make a call on different landing page performance? | 1 |
21 | Budget | Is the budget being spent? Are we underspending/overspending? Does the budget allocation between campaigns still make sense? | 1 |