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Daily PPC Management

Why you need to be in the accounts every day

  • Things change quickly and an adjustment you make today could have major effects on your campaign overnight. If you do not monitor it everyday things can be missed and you can waste a lot of ad spend. 
  • Google Ads is not a set it and forget it platform it needs constant attention because it is an auction.

What should you be looking at

  • Account
    • Are we hitting goals
  • Campaign Level 
    • Budget Splits
  • Keyword Level
    • Keyword Status
    • Lost IS due to rank
    • Lost IS due to budget
  • Search Terms
    • Search Queries

Are we hitting goals

Every single day you should be monitoring to determine if you are pacing to hit the goals that have been established for or by the client.

  • If your client is under pacing you need to make an immediate teamwork task for strategy evaluation. 
  • If your client is not hitting goals you need to spend extra time making adjustments or coming up with a new strategy.

Budget Splits

PPC budgets should be fluid, they should be monitored and adjusted as needed.

  • Are any of your campaigns limited by budgets? 
    • If you have campaigns that are performing but are limited by budget you will want to consider moving budgets or asking for more ad spend. 
  • Do you have campaigns that have a higher CPA and the money would be better used on a different campaign?
    • If you are noticing that a campaign has a higher CPA than other campaigns you need to determine if it makes sense to adjust the budget.

Keyword Status

  • Do you have keywords that have a low quality score? 
    • If your quality score is low what part of your score is bringing you down. You will need to adjust your strategy. 
      • Below average landing page? Talk to design about improvements that can be made. 
      • Below average CTR? Your ads may not be enticing enough.
      • Below average ad relevance? Your ads are not matching what a customer is searching for. You may need new ad copy or your keyword may be triggering things you hadn’t thought of. 
  • Are any of your keywords below the first-page bid?
  • Are there keywords that have been spending money that is not performing

Lost Impression Share Due To Rank

  • Do your keywords have lost impressions due to budget?

This means you were eligible to show but had run out of ad spend. If this happens start by re-evaluating your current budget allocation. If you do not have the budget to move around ask your client to increase spend.

Search

This should take the bulk of your time. 

  • Were there search terms that you want to make sure you never show up for again? 
    • Add those in as negative keywords on the ACCOUNT LEVEL. 
  • Did you have a broad or phrase match keyword trigger a keyword that was relevant that you do not currently have? 
    • Add those in as a negative keyword on the AD GROUP LEVEL
    • Then create a new ad group with that keyword to continue to utilize the SKAG structure.