Tapper Lift on Google Ads

Tapper Lift reads your connected Google Ads accounts every day and recommends changes that save spend. This page covers what Lift does on Google Ads. For the Lift pages in general, see Lift.

Before you start

• Connect the Google Ads account to your workspace. See Connect Google Ads. One connection serves every Tapper product on the workspace.
• To see and act on recommendations, you need the Owner, Admin or Manager role in the workspace.
• For Lift to make changes for you, the Google login you connected with needs access that can make changes in the account.

What Tapper Lift looks at

Lift reads each account's campaigns and their daily figures. It looks for:

• Spend that brings no conversions, or far too few, in campaigns, keywords and search terms.
• Campaigns that pay far more per conversion than their target CPA, or return far less than their target ROAS.
• Display and video placements that spend with no conversions, or whose conversions cost far more than the account's average.
• Search campaigns where search partners or the Display Network cost far more per conversion than Google Search itself, and campaign settings worth a second look, such as those networks switched on in a Search campaign.
• Ads that lose clearly to the best ad in their ad group.
• Spend on pace to land over or under your monthly budget, when you have set one.

Where the recommendations show

In the sidebar, the Lift section lists Recommendations, Trials and Rules. Products follows Trials where one of your Google Ads accounts is an online store account. Business details is in the Setup section.

Open Recommendations and pick the Google Ads chip under Platform to see only your Google Ads recommendations. All platforms shows every platform together. Open a recommendation and, where Lift has the reason behind it, the detail ends with Why this exists: what it means, what to do, and how it was worked out.

Tapper Lift settings for Google Ads

The settings Lift uses for each Google Ads account sit on two pages. Each page lists its areas on the left, and each area has its own tabs. Pick the ad account once at the top of an area. When you change a setting, an Unsaved changes bar appears with Discard and Save, and one Save covers every tab.

In Setup, Business details holds the facts about your business:

• General: Business type, which says how the account makes money, and the Monthly budget.
• Products and margins: the Margins tab, how much of each sale you keep.
• Conversions and values: the Conversions tab. Conversions counted are the conversion actions Lift divides your spend by. With nothing ticked, Lift uses Google's own Conversions column.
• Names: Brand terms, Competitor names, Allowed partners and Protected terms.

In the Lift section, Rules holds how Lift judges and acts:

• Judging: how Lift judges the account, with settings such as Detection window and Use ROAS for this account.
• Automation: One-click fixes and the Automation bands.
• Campaign classes: how Lift reads each Google Ads campaign.
• Checks switched off.

Google Merchant Center is linked in Setup > Data sources. The merchandising list and the label feed are tabs of Lift > Products.

Leave Monthly budget empty and Lift does not check budget pacing on that account. Turn off Use ROAS for this account when the account's conversion value is an internal accounting figure: Lift then judges on CPA only.

What Tapper Lift changes in Google Ads

Fix and Review

In the list, a recommendation says Fix when Lift can make the change for you, and Review when you make it yourself in Google Ads. Open a Fix recommendation and its button names the change, such as Pause keywords, Add negative keywords, Exclude placements, Turn off Search Partners or Pause ad. Click it and confirm, and Lift makes that change in Google Ads.

A Review recommendation leaves your Google Ads account untouched. Make the change in Google Ads, then click Mark as done to record it. Where the recommendation links to the item, Open in Google Ads takes you to it.

To set a recommendation aside, use Dismiss, with a reason. On a cost-per-result recommendation for a campaign, Dismiss also offers Not a conversion campaign, for a campaign you run to be seen rather than to convert. Lift then stops judging that campaign on its cost per result.

Revert

You can undo a fix Lift made. Use Revert this fix on the recommendation. Revert removes only what Tapper created. Anything you or Google changed since stays as it is.

Write access

Fixes need write access to the account. When Tapper has read-only access, the fix buttons are turned off and the recommendation says why.

Your Tapper team can also turn one-click fixes off for an account. The fix buttons then disappear and the recommendation says that fixes are made in Google Ads for this account. The One-click fixes setting on the Automation tab of Rules shows whether they are on. You cannot change it there.

Automation bands

Lift does not change your account on its own unless you set an automation band, under Automation bands on the Automation tab of Rules. There is one band for Cost per conversion over target and one for Return on ad spend under target. Each band is the largest target change Lift may make on its own, as a percentage of the campaign's current target, from 1 to 50. Empty means every change waits for a person.

Inside its band, Lift may tighten a campaign's target CPA or raise its target ROAS by itself. It does so only after a person's own fix of the same kind on that account was applied, was not reverted, and the recommendation it fixed was no longer found afterwards. When one-click fixes are off, the bands are off too.

Who can do what

Owners, Admins and Managers see Lift's recommendations. They can fix, revert, dismiss and mark them as done, and change the settings in Business details and Rules. A Viewer cannot see Lift's recommendations. See Settings for the roles.