A paid-search advertisement campaign can be a very effective way to draw relevant traffic to a site, or to drain money out of a business at escalated rate. What do you wish your campaign to be? Of course, no one desires to waste money, however, a badly managed campaign, without a proper plan and strategy, often creates an avenue to consume money without reaping profits that an average pay per click (PPC) campaign offers.
Running a successful search marketing campaign hinges on how one manages the campaign. PPC management accounts a number of factors and sticks to a plan, which helps them churning the most out of the investment made in the paid search.
Here we present a rundown of actions, which are segmented into daily and weekly tasks, that every PPC management agency employs to follow the account’s performance to ensure that the advertising spend pays off well.
What are the daily management tasks?
A campaign manager has to collate and analyze data collected over a day in terms of different metrics, such as revenue, conversion, and leads. Some campaigns that are run solely for conversions, like the collection of information of users, do not focus on revenues but on conversion—the goal of a campaign is set well before by the clients. For comparative analysis, two sets of data are collected for PPC management including Ad spend, which is the money spent to draw clicks, and revenue made and conversions. These indicators are checked daily to determine what is working fine, and what is causing hindrance. Small adjustments are made based on the observations.
What are the weekly management tasks?
The data of following five performance indicators must be parsed weekly to determine whether a campaign is meeting the business goal or lagging behind.
#1 Performance of Keyword
In paid search, keyword without a doubt is the most important success-determining factor. Therefore, it is essential to keep a close eye on the performance of a keyword; however, to gauge the capability of a keyword, at least a week long data is required. That is why keyword performance is analyzed weekly, be a campaign is run by a white label PPC agency, or a consultant.
Inexperienced PPC campaign professionals typically let the algorithm decide the bidding amount for clicks, however, proficient PPC campaign managers who work at PPC management agency manually set bid to win against the bid of competitors. As Google does not reveal the exact amount competitors are spending, one has to collate data over time to come up with the right amount. Weekly data is considered enough to make that decision.
#3 Daily-allotted budget
To check the flow of money spent on clicks, a daily budget is set, which helps managers to control and follow the expenditure. It is important to run a report to check whether the daily budget is draining too fast, or if the daily expense is reaching the allocated budget. Based on the analyses, it is essential to make adjustments.
#4 Ad Impression Report
An impression is created in PPC when an Ad is displayed on the search result page. Collecting impression data gives a good insight into the overall performance of an advertisement, like whether the budget is very low or the keywords are too specific. Weekly analyzing impression reports can give you better ways to reach consumers or to optimize the campaign to draw more distilled traffic.
#5 Advertisement Copy Review
A set of Ad copies are used in a campaign, and the performance of all copies are not same. Therefore, it is important to recognize good copies and eliminate copies that are not performing. Recognizing a successful ad copy is important, as it acts as a template for other copies.
All these weekly tasks are a major part of PPC management, and if they are done diligently, a PPC campaign is more likely to perform above average.