You probably aren’t going to be surprised to learn that your PPC account is never 100% perfect—there is always work that needs to be done.
No matter how well you set up your account and run your PPC marketing campaigns, you will always miss something out or something won’t work as expected and if you fail to keep on top of these things, your campaign will suffer, and you will be wasting money.
PPC account maintenance and auditing is something that needs to be carried out every so often. In fact, spending as little as 30 minutes per week doing a very quick round of maintenance can highlight small problems before they become big issues.
Google AdWords is one of the most powerful methods of search engine marketing out there and it is used by millions of businesses worldwide.
As your PPC advertising campaign grows and begins to bring in results it is easy to become complacent and let things slip past your guard.
Carrying out PPC account maintenance lets you take your advertising from good to great!
On this page, I am going to share with you some tips and best practices on how you can keep up with your PPC account maintenance. It’s not very difficult and it does not take a lot of time—despite this, many businesses don’t do it.
Take it from me: PPC advertising campaigns that are properly maintained and audited perform more efficiently and deliver a better ROI than those that are not.
Who Am I?
My name is Murray and I am an experienced digital marketing specialist who has, for around a decade now, worked with hundreds of clients spread across several industries. For these clients, my work on digital marketing campaigns has delivered huge ROIs through measurable results.
Having worked on everything from small on-page optimisation projects to planning and deploying full-scale multi-level marketing campaigns, my team and I have decades’ worth of experience between us in everything from website design to search engine optimisation.
Whether you are an individual sole trader, tech start-up, or are an established business trading internationally, my services could be right for you and can be tailored to fit your unique goals, requirements, and budget.
How Can I Help?
If after reading this page you think that my PPC services could be what your business needs, feel free to get in touch!
My team and I will work closely with you to research, plan, execute, and manage your PPC marketing campaign on your behalf. Already running a PPC campaign? That’s fine—it doesn’t matter what stage your digital marketing efforts are at, we can join the process at any stage and get to work!
Before you do get in touch, though, I would like to encourage you to do some research on PPC yourself and perhaps try to do it yourself.
Why? Well, today the entire world is doing its business online and even having a basic level of knowledge about digital marketing can be very beneficial as a business owner—they are vital skills that can help your success in the long-term.
Want to learn more or take the next steps? Send me an email today!
PPC Account Maintenance: What, When, and Who?
PPC maintenance is the process of looking at your account and finding areas that could use some additional work and attention to improve overall efficiency and performance.
In terms of when your PPC account maintenance should be carried out, the answer is always! There is never a time when your PPC account won’t need some work doing on it and, similarly, there is never a bad time to be doing it.
Obviously, there will be times when the need for account maintenance becomes more apparent such as during periods when you are experiencing performance problems or unusual results, or if there is a big change in the team that manages your PPC account.
Finally, the person or people who should be carrying out the maintenance depends on your circumstances. If it is a small check-up or there are a few small things to iron out, you or somebody from within your business can do it.
If, however, your account maintenance is going to be a lot more involved, it may be a good idea to outsource it to somebody such as myself. A fresh pair of eyes always helps when you are looking for subtle flaws and problems. Also, as the person who is highly involved in your PPC campaign, it can be difficult to accept that something isn’t quite working as expected because it was your own work that went into it.
As I have said time and time again, it is very easy to be complacent as a business owner when managing your digital marketing—this can be very costly in the long-term!
Splitting Up Your Tasks: Daily, Monthly, and Quarterly
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.
Going Further: Optimising Your PPC Campaign’s Performance
A few small tweaks here and there can optimise your PPC campaign so that it is performing efficiently and only targeting a relevant group of people. There are a lot of different things you can do to optimise your PPC account, here are a few of my tips—
1. Target relevant locations
AdWords and PPC, in general, are very granular and you can target your ad right down to postal code-level. People deploying PPC ads have a lot of control over where their ads are seen and by whom, and we recommend using location targeting to some degree.
If, for example, you are a local company in Oldham who only serves your local area, why would you want your PPC ad to show in London or even abroad? You wouldn’t! If, however, you don’t set your ad’s location settings up properly, you can haemorrhage a lot of money by generating clicks from people who are never going to buy from you.
Similarly, if you only offer to ship within the UK and to the EU, you don’t want your ads to be showing in the U.S. and Australia. This is a very common mistake!
2. Schedule your ads
You can also run your PPC ads so that they only appear during certain times. Whilst you may want to run your ads constantly as an e-commerce company doing all your trading online, traditional brick and mortar shops may only want to show their ads during their trading hours.
Ad scheduling allows you to only display your ad when you want. So, if you only operate between 09:00 and 17:00 and your PPC ad’s purpose is to encourage people to call your store, you are only going to want your ad to display between these hours.
Your ad displaying outside of these hours would simply be a waste of money.
3. Put poor-performing keywords on the back burner
If you have a keyword that has been running for a while and is starting to display drops in performance, you may want to pause it for the time being. Your keyword(s) should have been active long enough for it to have developed data you can analyse (i.e. more than a few days) so you can make an informed decision.
Also, knowing why your keyword wasn’t performing well can be a big help. Some common reasons this is the case are—
- A keyword has a bid that isn’t competitive enough;
- A keyword has a low search volume even with a decent bid; and
- A keyword’s match type is too broad or restrictive.
For the time being, pause these keywords so that they don’t eat up your PPC budget. You can always return to them later and try again.
4. Change up your ad’s text
Just because you have created and deployed an ad doesn’t mean you can’t change up the ad’s text. In fact, it is important that you do this regularly—having superior ad text is crucial for getting more people to visit your site. If your ad’s text isn’t compelling, convincing, and actionable then people are going to be less likely to click them.
You should always be looking to make improvements to your ad’s text and tweak it for better performance. For extra points, perform A/B testing on your old and new ad text to see which performs better.
5. Eliminate broad keywords
If you have lots of broad keywords then this will quickly burn through your budget and deliver very little in return, at least when compared to more restrictive keywords.
Although there are situations where broad keywords work great—for example during your first few months of running a PPC campaign—you should look to eliminate them in the long-term; they drain your budget and don’t deliver the same ROI they used to.
Wrapping Everything Up
The PPC process doesn’t stop when you have researched, planned, and deployed your ad campaign—it requires a lot of maintenance going forward.
Maintaining your PPC account is a lot like tending to a garden. It is something that you should do every day, even if you are just ‘watering the plants’ and carrying out very minor bits of account maintenance.
With regular maintenance, your PPC account will perform at its optimum efficiency and deliver the best ROI possible.
Want to Take the Next Steps?
If reading about PPC account maintenance has left you feeling a little bit confused and overwhelmed, PPC marketing services may be perfect for you, especially if you are certain that it is not something that you want to be spending your time doing.
With research and effort, it is very easy for anybody to manage a PPC account.
That being said, however, it is clearly a time-consuming process that requires regular attention. As a business owner, time is a luxury you may not have. This is where digital marketing specialists such as me come in.
Just like your full-time occupation is to manage your business, my full-time occupation is to manage the digital marketing efforts of businesses whose owners and operators do not have the time or knowledge to do it themselves and do not have the time to learn.
My team and I have the skills and knowledge to manage a comprehensive PPC campaign on behalf of your business from start-to-finish. With our services, your PPC campaign will get off to a flying start and you will start seeing results much quicker than you would if you were managing your PPC marketing alone.
If you would like to find out more about my PPC marketing services, please get in touch via email and I will respond as soon as possible!