Daily Pay Per Click Management – What’s Involved?
It’s no secret that successful Pay Per Click (PPC) campaigns require a lot of work, but it’s also important to remember that they don’t have to take over your whole day. Spending some time establishing a morning PPC routine will ensure you always know exactly what’s going on with your campaigns, understand what’s working well and, importantly, where you should be focusing your attention to secure even better results.
An important top tip: check in with your campaigns (and your team, if you have one) every single morning. It might sound like a time sink, but you’ll quickly develop a go-to routine and the information you’ll gather will be invaluable, helping you to push your campaigns further and deliver positive results for your business.
Incorporating the following steps into your morning routine will help you to understand exactly what has happened over the last 24 hours and make sure you’re in the best position to react to any changes or developments.
Monitoring Your Ad Spend
It may sound like an obvious step, but the last thing you want is to reach the end of the month and be faced with a nasty surprise. By keeping an eye on your spend every day, you’ll be able to make any adjustments where needed.
Negative Keywords
Sometimes there’s nothing more satisfying than identifying an irrelevant (but potentially costly) keyword and removing it from your campaign.
Excluding Extraneous GDN Sites
There will be websites you don’t want your adverts to appear on, and like negative keywords, this is something you need to keep on top.
Top Spenders
From your AdWords dashboard, check in with your Campaigns tab to make sure there isn’t anything unexpected going on. You may see that a campaign spend was particularly high the previous day, and if that’s the case, you should investigate to see exactly what caused it and why.
Did you know? The Dimensions feature under your Campaigns tab will give you a helpful general overview that will allow you to easily identify inconsistencies.
Verifying the Positioning of Your Ads
Are your adverts being displayed in the locations you were expecting? Your target placements will be unique to your campaigns, but generally you should aim to ensure each advert is reaching position two or above.
Justifying Money Being Spent with Tangible Results
Not every keyword or ad group will be successful, and you need to make sure that each one is producing enough sales or leads to justify the money being spent.
Top tip: if you have identified a keyword or ad group that is right on the cusp, it’s worth looking into your Analytics data. If there aren’t any assisted conversions occurring, hitting pause on those groups is likely to be the best decision.
Mine AdWords Alerts for Useful Information
We can’t say they’ll always be helpful, but the day you’ve forgotten that your card is going to expire, which is all too easily done, and you’re reminded by the alerts feature, you’ll be grateful for it!
Identify All Unexpected Changes
Reacting as quickly as possible to any unexpected events will help you to mitigate any potential damage to your campaigns, as well as just generally ensuring you’re familiar with what’s normal and what needs your attention.