With PPC account maintenance, it really pays to be organised. Your PPC account requires regular attention to perform at its most efficient level and knowing what tasks you should be doing how frequently goes a long way.
I have split up some common PPC tasks up into three different timeframes: daily, monthly, and quarterly. Although not all these tasks will apply to every PPC account, they are a great reference point if you are just getting started with PPC account maintenance.
Daily PPC maintenance tasks
One thing every business should be doing, regardless of what industry you operate in, is checking their PPC accounts each day to see what happened the day before. For example, an e-commerce site would want to check what their ad spend was and how much revenue they took. These are very basic indicators of performance that can give you a short-term insight into your ad’s effectiveness. Take note of this information so you can compare and contrast each day to spot trends.
As you can see, daily PPC account maintenance involves nothing more than looking at key pieces of information and taking note of them. Whilst these aren’t very useful in the short-term, they can provide fantastic insights over the long-term and unearth trends and potential warning signs, amongst other things.
Monthly PPC maintenance tasks
With monthly PPC maintenance tasks, whether these apply to you depends more on your business than the daily task of general monitoring does.
If you are a newer to PPC marketing and have an account that isn’t very old yet, these monthly tasks are more likely to apply to you—the newer your account is, the more regular work is required.
Here are a few key monthly PPC account management tasks—
1. Manage your bids and review ad positions
Bid management is key to making sure that you are appearing at the top of paid searches, and this is somewhere you really want to be. AdWords makes it a lot easier to do this with their automated rules.
2. Look at keyword performance
This is something you should do monthly because performance does not tend to change overnight. Look at all the keywords you are targeting and see how they are performing in comparison to previous months and consider dropping those that are not doing quite as well as they were before.
3. Google Display Network management
Google Display Network is a powerful feature that places your ad on sites that are relevant and where your target market is likely to be found. Sometimes, though, certain sites you don’t want to be featured on can slip through the net.
If you notice any of these, add them to your excluded sites immediately! The last place you want to be appearing if you are a pet food brand is on a tech site.
Quarterly and semi-annual maintenance tasks
You could do some of these on a monthly basis, however, they can also be done quarterly or semi-annually… again, it depends on your business.
1. Look at your clickthrough rates
Google AdWords makes this very easy by providing ROI and quality score indicators for each keyword. If they look fine, you can just leave these keywords alone, even if they have a clickthrough rate that’s below 1%.
Any keywords below 1% in terms of clickthrough rate should be flagged and watched, though, as they may start to perform negatively by delivering a low ROI. For keywords with a clickthrough rate of less than 1%, you may want to review them monthly going forward.
2. Audit your site links
Over time your website changes—pages are added and removed, links are changed, and new content is produced. Every so often, it is worth checking your site links and seeing what ones are and aren’t set up.
By adding new site links, you have a chance to drive traffic to new pages that your target market may be interested in visiting. At the same time, you can also purge site links that are broken or not performing well so that they don’t get people clicking through.
3. Double check your campaign’s settings
Sometimes AdWords’ settings can somehow change. Whether this was a mistake done by you or somebody else is not important, what is important is that you identify and fix them. It is always a good idea to check your campaign’s settings every so often so that your campaign is performing at its optimum and is not being restricted by a rogue setting.