If you are wondering how to optimize your PPC campaign while not getting overwhelmed, then you may want to consider organizing PPC management into daily, weekly, bi-weekly, monthly and quarterly PPC reviews. Each review involves a specific set of optimization tasks that you can add into your favorite calendar. If you would like to view, download or copy my own PPC campaign optimization calendar, click here.
I. Daily AdWords Management Tasks:
- Campaign budgets review
Monitor your spending for each campaign as well as for the whole account every day. Based on your daily review, take measures to optimize your campaigns and ensure that you stay within your budget and keep progressing toward your goals.
- Top Performing Keywords Review
You may not have the time to monitor and label your top-performing keywords, which play a big role in helping you achieve your KPIs. Keep a close watch on the keywords that are driving the most traffic and conversions, and take remedial measures whenever we see a swing in performance.
- Average Positions & CPC Review
Do you monitor the average position where your ads are served on any given day? Your Cost-Per-Click (CPC), Clickthrough Rates (CTR) and conversion volumes vary depending on the position of your ad. CPC controls the cost-effectiveness and ROI of your PPC advertising. That’s why you need to review your average ad position, CPC and conversion data daily, and take action when necessary
II. Weekly AdWords Management Tasks
For PPC metrics and patterns that can be better analyzed over periods longer than a day, perform the following weekly checks.
- Conversion Analysis
Conversion is the climax of your entire marketing effort. You do not want to wait until the end of the month to find out conversions have been down since the first week. We analyze conversions every week and also perform year-to-year performance comparison and dive deeper into data whenever required to make sure we meet campaign objectives.
- Impression Share Analysis
Before you can achieve conversions, you must first generate impressions. Look at your impression share for each campaign and analyze if your ads are displaying every time they are eligible. Through weekly monitoring, you can also discover if you have budgetary or ad rank-related performance issues and resolve the those when required.
- Competition Analysis With Auction Insight Report
The AdWords Auction Insight report allows us to gain insight into your competitors’ activity and keep you one step ahead. It tells you if your bids are either too high, or if, on the contrary, you are constantly being outbid by your competitors. We then adjust the keyword bids to find the sweet spot in terms of Return on Ad Spent (ROAS).
- Duplicate Keyword Analysis
Duplicate keywords across different Ad groups and campaigns can cause a drop in traffic and conversions by conflicting with the way your ad is served. Weed them out every week using the duplicate keyword tools in AdWords Editor. As a result, you get more relevant traffic and increased conversions.
III. Bi-Weekly AdWords Management Tasks
- Keyword Match Type Cleanup
If a fair amount of broad matched keywords are being triggered for their exact match queries, the structure of your account requires improvement. Regularly run Search Term reports to uncover new keywords that require special attention and add those in the form of phrase or exact match keywords to the campaign structure. This helps to continually improve the campaign quality and performance.
- Keyword Expansion and Campaign Refinement
Look deeper into the search term report and keep our eyes open for new, targeted, short- and long-tail keywords that your customers are using. Use this data in conjunction with the Keyword Planner to expand your targeted keywords and refine the way your keywords are organized into ad groups.
- Negative Keywords Management & Funnel Review
Still drawing upon insights gained from the search term report, add new negative keywords to your campaigns and/or ad groups to eliminate irrelevant clicks. Also take another look at the customer intent behind search terms, identify overlapping keywords, and create a negative keyword funnel that boosts conversions.
- Report the Findings and Results
Compile a report about the changes made to your AdWords account and compare them with the previous period. Constantly review your performance and keep updating your account by making new improvements and reversing the old ones that didn’t work as expected
IV. Monthly AdWords Management Tasks
- Ad Copy Optimization
Following the optimization principle “always be testing,” we test your ad copy and landing pages every month. You can see your CTR, conversions, and Quality Score improving as we pause poorly performing ads and continue optimizing the headline, description, and call-to-action for each of your ads.
- Bid Strategy Analysis & Adjustments
In order to earn a high ROI, take a deeper look at our bidding strategies, test performance, and switch to ECPC or CPA bidding if your campaign has enough conversions. Review bid adjustments on the level of geographic and mobile targets, ad schedules or audiences to optimize performance.
- Reporting and Analysis
After collecting all of the data, compare your AdWords performance against the previous month and/or previous year. Analyze which campaigns outperformed the others, and why? This allows to discover the areas you need to address for optimization.
VI. Quarterly AdWords Management Tasks
- Mobile Tactics Assessment
Did you know that as much as half (if not more) of your traffic may be coming from mobile devices? Review your website on multiple devices to see if your pages are fully adaptive. Adjust your bids for mobile by identifying the keywords driving the bulk of your mobile traffic, so you can extract the most benefit. Review/write mobile-specific ads and make sure you rank high enough on mobile to be visible on the small screen.
- Analyze Search Funnels & Multi-Channel Funnels
AdWords and paid search is just one part of your marketing equation. Review your search funnels reports in AdWords to conceptualize how your keywords and campaigns work together. Then, jump into Google Analytics Multi-Channel Funnel reports to understand how your paid search campaigns work with your other marketing channels. With information like this, you can build a more robust PPC strategy for your business.
- Conversion Rate Optimization (CRO)
AdWords account optimization works hand-in-hand with landing page optimization. After all it’s the landing page on your website that will convert a click into a meaningful action such as a phone call, an email inquiry or a sale on your Ecommerce website). Examine the content on your landing page to reflect the customer-intent behind the relevant keywords, test different page layouts, and present only relevant information that converts more visitors. It is important to note that the quality of your landing page is one of the key factors in the AdWords Quality Score – the score that influences to a great extent how much you pay for a click on your ad.
- Quality Score Analysis
Quality Score is Google’s evaluation of the overall quality of the ad experience of someone clicking on your ad. A poor Quality Score generally results in higher Cost-Per-Click (CPC), lower Clickthrough rates (CTR), lower conversion rates. Together, these factors pull down the Quality Score even further. The daily, weekly, bi-weekly, and monthly AdWords management tasks that you perform deliver a sustained improvement in your Quality Score at the keyword and account level. You can see your CPC coming down, and your ad position and conversions going up as a result.
VII. AdWords Management Calendar
You can organize all recurring PPC management tasks in the form of a Google Calendar. The good news is: We have done the hard work for you! Head over to PPC.University and download our PPC Optimization Calendar to your computer or directly integrate with Google Calendar.
Have fun optimizing – and if you are looking to test your knowledge of the aforementioned by getting officially Google certified, take one of our Google AdWords Preparation exams.