Google Ads Tips #1: Lack of anomaly detection processes
Anomaly detection processes are designed to identify irregular patterns, notify relevant people and sometimes also automatically implement specified actions. Benefits of anomaly detection processes are improved ROI, minimisation of wasted spend, increase of conversion value and .peace of mind
Examples of anomaly detection triggers include significant changes in conversion metrics (conversions, cost/conversions, conversion rate, AOV), traffic metrics (Avg. CPC, CTR, clicks, invalid clicks, impressions), website metrics (bounce rate, pages/session, avg. session time), campaign quality metrics (keyword quality score, landing page experience, relative CTR) and competitive metrics (impression share, clicks share, lost impression share due to budget/rank).
Anomaly detection processes for Google Ads can be implemented in variety ways: Google Ads Scripts, Google Ads automated rules, Google Sheets with Google Ads data import, Google Analytics data, web scraping techniques or web queries in Google Search Ads 360.
