SEA beyond the Basics (part 2): Find and Fix Errors with the SEA Safeguard

It’s a truism: mistakes happen. This also applies to online marketing, where mistakes often result in unnecessary costs or missed opportunities. It is important to learn from it in order to avoid mistakes in the future or at least to be able to react quickly. At LinataAlam, we have poured a lot of it into a tool that I would like to introduce today: the SEA Safeguard.

No question about it: in the 14 years that we have existed, we have seen and made many mistakes. Despite all due care, we had to realize one thing: errors and problems are part of it . Just like the most experienced writers make a mistake, we cannot rule out the possibility that mistakes will happen to us. That is why we have developed an SEA equivalent for the spell checker, which I would like to introduce today as part of our SEA beyond the basics series.

The SEA Safeguard

We call our solution the SEA Safeguard (there is also an SEO Safeguard). This tool continuously checks all our accounts for problems and sounds an alarm if one is found. 

We are currently performing over 100 error analyzes per run , and this number is growing steadily: Whenever we encounter a new problem, we add a new test routine to the tool.

These check cases initially include very simple aspects in which errors can creep in quickly:

  • Modified keywords correctly?
  • Placeholder codes set correctly?
  • Urls ok?

However, many structural aspects are also checked :

  • Do we have the right settings in use?
  • Is something missing? Keywords, ads, important extensions …
  • Is the use of tracking URLs consistent?
  • Are there redundant elements?

Beyond Google Ads

The Safeguard goes beyond Google Ads and also uses other data sources. So is Google Analytics involved with, about to evaluate the tracking setup. For example, information from ads and analytics is combined to optimize URL parameters and the associated settings on both platforms.

A connection to the Google Merchant Center allows us to keep an eye on feeds and products. In the Merchant Center, we primarily encounter the challenge of filtering out important problems from the mass of economically irrelevant reports.

Linking different data sources helps us here. Performance data from Google Ads and sales data from Google Analytics can be used to identify particularly important products. In this way, bestsellers can be specifically monitored in order to react quickly if necessary.

Workflow

We see the SEA Safeguard primarily as a whistleblower who draws attention to potential problems. Not every hint is actually a problem, because there can be good reasons to deviate from the standard. 

Therefore, every message can be hidden for the future or set to resubmission – for individual cases, in groups or completely:

In this way, we keep track of things even with larger projects and don’t have to rummage through unnecessary messages.

Conclusion

With the SEA Safeguard, our entire team benefits from the experience we have gained and continue to gain. With the tool we can efficiently fix problems that might otherwise go undetected for a long time. This saves costs and ensures that even neglected detail aspects work. As boring as a quality assurance tool may sound, we wouldn’t be without it.

Check the first part of this series here

The following are part 3 and 4 of this series:

SEA beyond the Basics (Part 3): Dynamic Product Campaigns

SEA Beyond the Basics (part 4): Gaining Branch Customers with Search Campaigns

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