How to relaunch a Google Ads campaign
You’ve had a Google Ads campaign in the past but it has been deactivated for a while. Now you want to start it up again. What do you do?
If you find yourself in this situation then there are several things you need to consider. The biggest one is if relaunching is the right solution for you. If your Google Ads campaign has been paused for a long time or your goals have changed, it would be best to start an entirely new campaign.
If you do want to restart it, we are going to teach you how to relaunch a Google Ads campaign. This will be a step by step process on what to do and how to find out what needs to change.
Look at your landing pages, images and videos.
Before we even look at your Google Ads campaign, we need to know if your current material is still useful to you. If your campaign was making use of a landing page, images or videos, take a good look at them now.
Do they still support your current goals?
Will they match your business identity?
Are they at a standard you are happy with?
If you can answer yes to all three of these questions then you can consider reusing them.
Were your previous efforts aggressive enough?
A good place to start with relaunching your Google Ads campaign is to assess how successful it was in the past. A great way to do this is to use the Lin-Rodnitzky ratio.
How to do the Lin-Rodnitzky ratio test.
- Sett the date range of your campaign to be the last three months before it was paused.
- Look at your keywords and enable all search terms.
- Make sure your columns include conventions and cost/conversion.
- Create a filter based on conversions and make it greater than 0 (>0).
- Divide the total cost/conversion by the filtered cost/conversion.
- You will now have your campaign’s Lin-Rodnitzky ratio.
So, what does this number mean?
Your ideal healthy Lin-Rodnitzky ratio is between 1.5 and 2. If your campaign was lower than 1.5 then you were playing it too conservatively in the past and can be more aggressive when you relaunch.
If your campaign is above 2 then it was being too aggressive. It was getting too many clicks without conversions. To mend this in the future, use less broad match keywords, add more negative keywords and increase the bids on high-quality keywords.
If you want to get a better understanding of the Lin-Rodnitzky ratio, keep your eye on the Web2Web blog. We will be posting how to use it even better in future articles.
Look at keywords.
Your current keywords are likely out of date and need to be looked at again. What will help you eliminate keywords quickly is looking at how they performed for you before.
If they had zero impressions, remove them immediately or change their match type to broad match. If they had impressions but zero click-through rate (CTR), remove them too or change their match type to broad match. We would prefer to remove the keywords entirely for both cases.
New keyword research.
Keywords change with time which is especially important to note when your campaign has been on pause for a while. You will need to get a fresh set of keywords that support your goals when you restart your campaign.
We have a very comprehensive guide on how to perform keyword research on our blog: How to do keyword research for your website.
You might need to make new ads for search campaigns.
If your campaign was a search campaign, your ads might need to be changed or created again. By this point, you have new keywords and potentially a new landing page and your ads need to follow suit.
Make sure that the new ad copy is still strong and supports the new keywords while leaving the old keywords behind.
Change what your ads target.
If there were any devices that never converted, or hours of the day that didn’t either, consider taking those off. You can do the same for age and location too.
If you didn’t have a remarketing campaign before, you want to get one set up to run when you have a large enough audience for it as well.
You are finally ready to relaunch your Google Ads campaign.
The steps you need to take are simple but they can take a lot of time. Make sure you don’t cut corners here because old Google Ads campaign data can ruin your marketing success.
If you want to make sure that every detail is taken care of professionally, Web2Web has your back. Our marketing team is highly trained in every aspect of Google Ads and PPC advertising. We can get your campaign up and running with success. Get in contact with us today to set up your Google Ads campaign.