Checklist for PPC management success

When you start out with PPC management it can be very overwhelming and just a little confusing. There is so much to learn and take in. What with keyword research, bid amendments and a plethora of pay per click terms to digest and memorise it can be hard going.

As a PPC newbie it can help to have a checklist to ensure you manage you schedule for the month. Here are some guidelines on pay per click management tasks that you need to master:

Weekly tasks
1. Project the performance of PPC accounts and then compare this to actual results. If you are projecting overspend then it’s time to amend your bidding.

2. Review the display network and exclude those ads that are eating cash but are failing to convert. Those that are high converters may be better as management placements where they can be bid on separately.

3. Make adjustments to keywords that are converting well but low down, are eating budget without converting or are converting in excess of the CPL.

4. Run reports every seven days to see if you’re on target with the budget. Re-allocate spend where appropriate apportioning a higher percentage to high converters.

5. Underperformers should be paused. Those keywords that have a minimal CTR or spend without a conversion can affect the overall performance of the account and damage your Quality Score.

Fortnightly Tasks
1. Adding negative keywords. Find search terms that are irrelevant to your campaign and add them to the negative keyword list. This can dramatically raise the CTR and cut down on unwanted traffic clicking on the ad. If the account is new this may be added to weekly tasks.

2. Expand your keywords using keyword tools and analysis of search terms used. Also check out the competition to find new keywords. If you see certain keywords appearing constantly or a high converter add a new ad group and start testing.

3. Review your ads pausing those that don’t perform and adding new ads to test. For every group aim to test at least two at any time. Collect a wide range of impressions so that you get a true reflection of performance.

4. Set up an impression share report. If you have a low Impression Share look at raising the budget, pausing general keywords, be more targeted about match types or do a mix of all three.

Monthly Tasks
1. Once a month check the campaign settings such as locations, networks, languages and devices.

2. Check your landing pages for any poor performers. Top performers may need landing page variations. Test a variety of copy, lengths, images and headlines.

3. Run a keyword report to highlight any changes and shifts in performance. You can also get a record of the quality score for every keyword which is unavailable in AdWords.

Bi-Monthly Tasks
Every couple of months look at geo-targeting. Look at performance levels across different locations and look at whether some areas should be excluded and where separate campaigns should be set up for other locations.

There are other areas that can be added to this list which as you become more expert will become more apparent. However this list gives a basic foundation for excellent PPC management. At Click Consult we offer professional PPC management to support all pay per click campaigns.




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