What manual work is left with Hagakure structure in Google AdsOrbitalAds
What is the Hagakure structure in Google Ads and why should you use it
As we explained in our previous post about it, Hagakure is structured in a way that makes it easy to optimize your campaigns. It's based on fewer campaigns, but the ad groups are much larger. This makes it easier for Google Ads to gather enough data for its algorithms to do their work, and helps you get the most out of your campaigns.
With Hagakure structure, it’s all about leveraging Google’s machine learning algorithms and smart bidding capabilities. The more data at Google’s algorithms disposal, the more effective this method will be in structuring and getting the most out of your campaigns.
However, does this mean that this is a set-it-and-forget-it kind of method? Wouldn’t that mean that there is no longer need for a manager to be on top of the campaigns, once they’ve been set up according to Hagakure principles?
Well, it turns out that is not the case, and there is always some work involved in managing and fine tuning your Hagakure campaigns (but we do believe it’s less work for managers and agencies than managing campaigns the old way). Let’s have a look at the manual work involved in this campaign structure.
What manual tasks are left when using the Hagakure structure for your campaigns
Search term negativization
Obviously, the first task that (sadly) can not be automatized is to be on top of the search terms. You need to be constantly on the look for terms that are triggering your ads but are irrelevant or will be useless for conversion purposes.
This is no different to any old school campaign - search term negativization is a daily good practice that should never be neglected, if you want to keep your quality score and the ROI of your campaign as high as possible.
Avoid double bidding
If you only look at search terms for each ad group, you may miss out on double bidding issues. In order to have a healthy account and campaigns, it is crucial to avoid bidding on the same keyword with two different ad groups or campaigns.
Since Hagakure is structured around landing pages rather than keywords, this problem may be even more common than on standard structure campaigns, and therefore this calls for daily reviewing of any potential issues.
Add new keywords, and move good performing search terms from DSA to regular search
The same as you need to weed out the bad search terms, you should also add the terms that really make sense and that you hadn’t considered when structuring the campaign. This means moving the good terms from the DSA to the regular search groups to scale your search campaigns.
Add third party keywords
As we noted in our post about scaling your Ads account, not all insights for Google Ads campaigns start with using data from your own account. This is not always true and can result in what feels like an uphill battle to reach scale. That's why it's important to use external data sources, such as SEMrush, Ahrefs or Sistrix, or conduct your own keyword research process.
Quality score analysis and improvement
With Hagakure, you’ve taken care of campaign structure in order to maximize effectiveness, but there are other things that affect the Quality Score of your ads, and adopting Hagakure doesn’t mean neglecting them.
If you want to be on top at any time of your campaigns Quality Score, always review these three things: keywords, ad headlines and copy, and landing page content.
Aim for maximum relevance and usefulness for your audience in these categories if you want the highest possible Quality Score. Be merciless when it comes to underperforming ads or landing pages because they can drag down your entire campaign's performance! You can find more about increasing Quality Score in our previous post.
Watch your spend
Of course, as we cited in Pros and cons of Hagakure, Spend should always be one of your main concerns, and you should always keep an eye on this metric, to make sure your campaigns don’t go over your or your client’s budget limitations.
We always recommend focusing on the landing pages with the biggest impression volume potential, and that means costs can increase. A good practice is to watch daily where our spend is deviating from our estimated limits, and act accordingly. We may need to impose limits and filters over the broad match groups, or over the DSA groups.
Watch for changes in URLs impression volume
Impression volume is not something that stays stable for months, or even weeks, as our campaign runs. There are seasonal trends, and even demand for some products or services simply increases or fades away with time.
That means that what made sense for structuring our campaign last month, or three months ago, may not be 100% applicable anymore.
We recommend reassessing at least every month what URLs deserve their slot in our Hagakure campaigns, based on impression volume. For some industries, more heavily subject to seasonal changes or trends in general, we might even need to do this more often (say every two weeks).
Other industries however may be a bit more stable and we may put further apart these impression volume reviews (say every two or three months).