Everyone is very busy these days and we generally do not have much time for things that require a lot of time. Some have returned from a tour, while some are busy making some other plans. Whatever be our schedule, we don’t have the time to complete our day to day tasks. So what do we do about the important things that demand time? Think of the job of PPC manager, who manages campaigns on a regular basis. This is exactly why ways have been developed for doing all PPC work in just 10 minutes. These tips would surely help you wind up your PPC tasks when you have other important plans on your schedule.
1) Monitor the Statistics on the Top KPI (Key Performance Indicators)
It is essential to know your top key performance indicators. But it’s just fine if you are unaware of it, because you can find that out in just a few moments. You need to start by discussing the objectives with your boss or the client. This would let you prepare recommendations for the scheduled calls. If you are an eCommerce advertiser, you may benefit from the total sales and profits. However, if you are in a B2B company, you might shift your focus on the assets and leads generated. Once that the KPIs are clear to you, check the total conversions and cost per conversion to see if those are your KPI. Doing this on an everyday basis would allow you to reach any irregularities, and thus you would be able to work on the best and worst campaigns in just a few minutes.
2) Obstruct the Worst Found Performers
You may come across a campaign, or a keyword over which you have spent thousands of dollars and still haven’t got its contribution in your KPIs. It is a good idea to stop those right away. You must always note that nothing is permanent when it comes to PPC. People always get the privilege of re-enabling those later after they have researched and fixed the problems. But if time is what you are short of, it’s better to stop those then and there.
3) Conduct a Research for the Negative Keywords
Once you are done with obstructing the offenders, it’s time to take a look at the keywords that are laid back. Apart from the non-performing ones, there may be some that are being converted at a very high cost. Also, there may be some keywords that are not able to generate heavy traffic. See if any inappropriate search queries that are hampering your results. Here is where you should take help from the in-line search query reports in Google. All you need to do is to select the keywords that need to be reviewed, go into the details, and then ‘search terms- selected’. The results you’d get would help you create negative keywords in seconds.
4) Increase Bids on the Top Performers
Shift your focus to the good things like the keywords and ad groups. Look for the ad groups and keywords that are top performing. Crank the bids of those that have generated the most conversions at lower costs. For this, you can make use of the bid simulator, or even make manual changes. You must always remember to focus just on a couple of ad groups that are running at the top. After this, you must take a good look at the top keywords, and use AdWords Editor for the same. You can sort your keywords by cost per conversion and make modifications thereafter.
5) Make a Copy of Your Best Ads
If you have hours to spend about the same, you’d like to give a look to each of your copy tests in good detail. After this, you can run the statistics on the results, and write a new ad copy so that you are able to test against the winners. But what if you don’t have time for the same? You can just have a look at the ad copy tests and find out the obvious winners. Once you have found those, you can stop the losing ads and make a copy of the winning ads. Set your ad rotation to rotate evenly so that the winners show up more frequently than the losers that would lead to additional conversions.
6) Research the Positive Keywords
Return to the keywords that are performing well and run a search query report on them. You can sort out the report by conversions and add the best queries as good keywords. Doing this simple and quick task would let you gain good rewards and have incremental conversions at very low cost and in much less time.
7) Take Notes for the Coming Day
This is the last step that would require you to note down little notes for the next step. Take a note of everything you saw in the past 9 minutes. Make a record of facts that need attention. Plan out on things that need to be done as soon as you login the other day. There might be some follow up questions that you need to ask to your clients or to the boss. Take note of all such important things so that you are not left with any confusion, and you would have a good roadmap the next day!
This blog was written by Mattan Danino, Director of Business Development at WebitMD Inc.
WebitMD Inc. is an integrated Internet Marketing & Web/Mobile Development agency based in Los Angeles and Orange County. Their creative team for web and mobile development utilize the latest in technologies while our Internet Marketing teams are internationally recognized in SEO, PPC, and Conversion Optimization services delivered to our robust clientele. We take a systematic approach to marketing and drive all our strategies by proven internal methodologies. Our client’s feedback over the years in business has always been that we provide an enterprise level marketing solution with a boutique agency feel. We like to keep it that way!
