Client Update – 31 January 2024

Negative keyword lists expansion

This month, we’ve initiated a strategic exclusion of Chinese searches from most of your campaigns. While targeting English-language audiences, Google Ads may still occasionally trigger searches from other languages, such as Chinese. However, since our client’s ads and websites are in English, we’ve observed that English searches tend to yield better performance.

To optimize your campaigns, we’ve significantly expanded our agency’s negative keyword lists to filter out most Chinese searches, leading to more cost-effective advertising for you. Our agency now maintains a robust collection of 10,179 high-quality agency-level negative keywords, broadly blocking searches in over 20+ diverse themes that are irrelevant to most industries that may still trigger your ads and incur costs. These have been carefully selected to enhance your campaign performance and maximize cost savings for you!

Report quality improvements

Additionally, we have made improvements to the quality of our reports, focusing on enhanced data clarity, ease of reading, and a smoother flow of charts. We have also eliminated minor distractions, ensuring that only the most important data about your business stands out.

Structure of Our Reports: The first two pages of our client reports provide a concise and essential overview of your ad’s performance, including recent trends. This summary is designed to be digested within just 1-2 minutes.

Beyond this, the report delves deeper, offering comprehensive insights into various aspects of your ad performance, typically requiring 10-15 minutes to fully comprehend. Our reports’ flexibility is what truly sets them apart. Whether you’re a busy business owner in need of a quick summary or you have more time to explore detailed analyses, our reports cater to each specific intent.

In our reports (excluding the overviews), we try to adhere to a maximum of three charts per page. This approach ensures ease of reading and prevents information overload for the reader. Our goal is to maintain a balance between simplicity and depth, offering comprehensive insights without delving into superfluous details of your ad performance.

Improvements to our management systems to create greater value flow to clients

We are dedicated to continually improving our management systems, a process that, while often unseen by our clients, directly results in decreased lead times, exemplary work quality, and increased reliability. This is achieved through the implementation of two parallel systems: an internal system and an external system.

For instance, our external system includes a client portal (the one you’re on now!) featuring a range of documented articles, which are regularly updated in response to common client inquiries.

Our internal systems, meanwhile, were created with a ten to twentyfold increase in depth and comprehensiveness, underpinned by our extensive platform knowledge. This robust framework tells us how (actually 5W1H) to work to deliver high-value services to our clients consistently. Both systems are rigorously standardized, embodying the best practices known to us today. Yet they have the flexibility to adapt and evolve, setting as the baseline for tomorrow’s improvements.

This dual-pronged approach results in an unimpeded flow of value to our clients. With both systems in place and an ever-evolving depth of our platform knowledge, we can set a standard in the industry that’s unlike any other.

Similar to how your ad accounts track various metrics to monitor their performance, we track and monitor internal metrics to gauge the efficacy of our systems in delivering consistent value to clients. An example of a primary metric we use is the %C&A, which quantifies the percentage of tasks completed correctly and accurately on the first attempt. This metric essentially asks, “How often do we get a task, job, or problem completely right on our very first attempt?”. Should this metric fall below our near-perfect goal, we implement temporary solutions to fix it immediately and conduct root-cause analysis to develop more permanent solutions.

Our goals in 2024

Our primary objective for the year 2024 is to establish an even greater value stream for our clients that surpasses our current standards. This involves the management and enhancement of highly efficient ad management systems, which will lead to increased cost savings and better ad performance for all our clients.