Do you know the main reason so many small and medium-sized businesses fail at PPC?
They don’t spend enough time in their accounts!
More often or not, we here at Freelancetosuccess hear things such as “once the campaign is set up it can just be left to run” or “surely that much can’t change in a month” – sound familiar?
Unfortunately, because of this attitude towards PPC, most of the AdWords accounts of those businesses are in a state of disrepair.
At Freelancetosuccess, we have dealt with numerous paid search accounts and the thing we noticed most; accounts that receive regular active management, almost always see better results.
Account activity and performance really do go hand in hand.
No need to panic, Freelancetosuccess have got you covered.
Below is a list of necessary weekly actions that will keep your accounts in tip top shape, and the best part, it only takes up about 30 minutes of your time.
Your future working week:
PPC Reporting
A good way to start is reporting.
There may be a bit of leg work to begin with…
But with tools such as Google Data Studio and Supermetrics, setting up and creating automated dashboard reports is simple.
Once complete all it takes is one click of a button in the morning and all the information you need to analyse your accounts performance is displayed in an easily digestible view right on your screen.
Now you have clear insight into where to allocate the next 20 minutes of your working week.
Focus, save time and take action!
Check Bids and Budget
Bid changes need to be based on keyword performance and unfortunately a one time tweak will not see you through the next few months. You need to raise bids on keywords that are performing well, and lower bids on keywords that aren’t on a weekly basis.
Also, keep a close eye on daily budgets. There’s no reason to limit budget on keywords that are meeting your KPI’s.
You will need to maintain PPC bid and budget management on a regular basis as campaign performance can improve or decline over time for numerous reasons from competitor activity to quality score.
Stop Wasting Money
There are terms that are costing you money and hurting your results. You need to pause keywords causing damage, whether due to below average ROI and/or poor Quality Scores.
Pausing those keywords can help improve overall cost efficiency initially. Then as and when you can, you can work on optimising those keywords or dumping them altogether.
Keyword Research
Keyword research is an integral part of PPC growth and success.
To break it down, essentially you need to make sure your are covering 3 key areas:
- Expanding on your current keyword list with any new relevant terms, tapping into buyer keywords that competitors potentially don’t know about, giving you the upper hand!
- Keep it clean – with all the will in the world, we just can’t think of or stop every single irrelevant term, therefor have a look at identifying negative keywords, the terms that aren’t relevant to your business.
- Tighten up your match types – although it is good to use broad match modifier and phrase keywords as a net to capture new terms, Exact match should dominate your keyword count as they tend to be more profitable.
Ad Text Testing Testing 123…
You should be running 3-4 ads per ad group at any one time. By getting rid of your worst 2 performing ads each week and replacing them with 2 new variations, you can get expect to see higher CTR and Quality Scores over time.
Don’t forget to try out new ad extensions too.
Improve Campaign Relevancy
There is a strong correlation between how relevant your keywords, ad groups and campaigns are, to how much success you can reap.
Higher Quality Scores, better rankings and lower costs are all rewarded by Google based on the relevance of your account.
Start improving your relevance:
- Create / optimise a landing page on your website that is relevant to the ad and the customers search term.
- Keep your keywords tightly grouped. More than 10 keywords and you are bound to have something that can be segmented out into its own more targeted ad group.
This may not be necessary every week, but at least make it a monthly goal to develop at least one more targeted ad group or landing page offer.
You can invest as much time as you want on your accounts but the more time you spend the more you will gain!
.
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