Tips For Weekly & Monthly PPC Checks
Whether a newcomer or an expert, a PPC manager needs to perform efficient periodic checks on accounts. The key word here is ‘efficient’. As Tim Ferris states, “focus on being productive instead of busy”. Regular PPC checks can improve your understanding of what goes on inside your accounts.
Weekly and monthly checks not only enable you be up-to-date for the client (or for yourself), but ensures that the campaign is running well, and that mistakes are identified and acted on quickly. A PPC checklist is a necessity in ensuring that you’re identifying all key components to optimise an account’s success. If done correctly, it will allow you to review important metrics and empower you to make changes.
Did you achieve your budget or surpass it? This is fairly self-explanatory.
A technique to resolve this is optimisation of keywords. Moving poorly performing keywords to different Ad Groups can be an effective method to stay within your budget. This method separates high converting keywords from low and enables analysis of whether a keyword is necessary. This could also be a way to lower the cost on certain sets of keywords that you don’t want to focus on as much as others – split them out into a different ad group and lower the bids.
Search Term Results
Every week, download a search term report for the last 7 days, highlight converting terms and potential negative keywords.
Identify key converting search terms and review whether you can add this to your campaign. This can spark new campaign ideas and utilises keywords that have a historical precedence of converting more efficiently. Similarly, each time you review the campaign, you should be placing yourself in the consumer’s shoes. What phrase/keyword would you search for to find a specific product or service?
Review the search terms that have triggered your advertisement to show, and see if there are any searches in there that aren’t related to your product/service. Add those to your Negative Keywords to avoid triggering for those searches again. This is a vital step to ensure you’re not wasting your budget on irrelevant traffic.
Click Through Rate Analysis
Are your advertisements bringing in clicks? Exposure is fine, but impressions do not result in traffic to your website: clicks do. If your CTR isn’t getting any higher than zero, then consider creating a new ad or trying different keywords.
Trialling / Testing
This is about searching for opportunities across different keywords, ad groups, etc. to see what works best in your campaigns. For example, you could try split-testing your ads by creating at least two different ads and seeing which one has the greatest Click Through Rate, Conversion Rate, or other metric that you wish to focus on. This helps you to identify what is more effective with your target audience, so that you can tailor your campaigns to capitalise on what your customers want.
Sometimes an account manager can overlook the importance of being responsive to the changing needs and wants of consumers. Different advertisements will be more effective during certain time periods, and when targeting different demographics. Try out different advertisement copy, keywords, landing pages, and so on to test what works the best in different situations. Just don’t forget to review the performance later!
There are multiple strategies that you can use when tailoring your campaigns to your target audience. For example, you could focus on competitive keyword bidding. I highly recommend reading Oliver Clark’s article on ‘Competitive Keyword Bidding: The Pros & Cons’ for more information on this strategy.
Are you kicking goals? Accounts are reviewed weekly to evaluate whether or not a campaign is achieving short-term and long-term objectives. Your goal could be to increase Click Through Rate or to improve Cost Per Click – is your campaign on track for that? The main point is to re-orientate managers on what the client is aiming for.
Historical Performance Review & Reporting
The key question you should ask each month is, ‘Has this account improved?’.
While it is true that you will have fluctuations (especially if affected by seasons such as the Christmas period), each month should show some positive progress. The past performance of your account establishes your account-level Quality Score (QS). If the account QS is poor, it places limitations on overall performance, meaning that new keywords or campaigns are already negatively influenced. It is recommended to spend some time each month reviewing important campaign-specific weak areas and aim to improve your score in the long run.
Reporting is vital in monitoring and tracking your progress. We use Swydo to help us create comprehensive monthly reports, which helps us learn how accounts are performing over time, providing valuable information we can use in the future.
We commonly receive questions from clients such as these:
- ‘How much should I be spending?’
- ‘What should I be tracking?’
- ‘What do these metrics mean?’
As such, it is important to explain what action you are taking with the accounts, and why. Also, depending on the level of understanding your client has, you may need to clarify any jargon in layman’s terms. Having a good relationship with your client can greatly improve the quality of communication that you have with each other, which will also help mutual understanding when it comes to reporting. For your management of a Google Ads accounts to be successful, you must understand the goals of the account and the budget limitations. You must also determine (with feedback from your client) whether or not the Ads conversions are resulting in sales for the business. If they are not, then what action will you take to improve this?
Good habits ensure good campaigns. Check that the campaign settings are up-to-date and relevant for your campaign, for example do you need to adjust the Location, Ad Schedule, Delivery Method, and so on?
These have been just some examples of what we incorporate into our weekly and monthly checks across our Google Ads accounts. Some of these points may not apply exactly to your situation, but in most cases they can easily be adjusted. Sometimes you just need to try something and see if it works for you!
Contact us if you would like more information, or help with setting up and organising your accounts!
Written by Jack Gordon-Manley