When you have a PPC account in place, it’s important to stay on top of it and check it regularly to keep it in top form.
Everyday PPC maintenance
Every business is different and the level of attention needed for certain accounts will vary. But in general, one of the first things you should do is check your accounts each day to see what happened yesterday. If you run an ecommerce site, you should check ad spend and revenue. If it’s a lead gen site, check conversions. Look for standouts or anomalies, and track the ups and downs.
Monthly PPC Tasks
Negative keyword management
This is one of the simplest and easiest ways to avoid wasting money. For newer accounts or existing accounts that need a refresh, it’s a good idea to do this every day.
Review ad positions and manage bids
You want to claim top spots in paid search placement, bid management is key, and you can help streamline this with settings in platforms like AdWords.
Look for good and bad performers
View this at campaign level down to the ad group and keyword level. For even more insight do it in reverse too.
Quarterly PPC management
Review your click through rate (CTR)
This is at the keyword level, and the rule of thumb is to flag anything below 1% CTR.
If the ROI and quality score for a keyword is healthy, you can often just leave it be. If not, consider pausing it and weighing your options for tweaking the messaging.
Quality Score reports
A low score between one and three should be addressed immediately. Sometimes when accounts have been poorly managed, the quality score remains low for some time until the improved practices have been in place for a while. You might even decide to pause these keywords and reinstate them at a later date.
Identify keyword trends
You can sometimes find keyword trends when you’re managing negative keywords, but longer data sets like three or six months can help you better identify them. These trends can help you implement new campaigns you may not have thought of before.
Campaign performance review
Starting at the campaign level and working down to the keyword level, isolate the best performers of the campaigns and optimise. With a poor performing campaign, make a decision about what you want to do – pause it or work on it more.
Once a campaign has been up and running for a while, it’s a good idea to refine and test the ad copy.
Identify geo hotspots and how to utilise them more
Are there any tows, cities or regions that show the most ROI? Decide if you’ll isolate those; it’s always worth trying, but don’t forget about international opportunities as well.
Ongoing PPC management
Advertising platforms change all the time, so it’s important to stay on top of this. Build it into your calendar so you don’t miss important updates that can enhance your ROI.
Keep in mind, however, that every new advertising product doesn’t fit every account, so use discretion. Testing new features is good, but you don’t want to waste resources on those that aren’t a good fit for your account.