It can be tempting to use all the powers of modern technology to put your PPC account on auto pilot– don’t! While some elements can be automated, your account will always need a human touch. This is best accomplished by someone who is well trained in PPC and understands your business model, products, and PPC hopes and dreams.
Efficiency is important, but don’t compromise your results.
A few Do’s and Don’ts for PPC management:
1. DON’T outsource your account / campaigns development to Google or allow your agency to do so. The reps may be overseas and can present a language barrier. Typically, quality is low.
* DO engage a PPC expert to do it, even if that means hiring additional resources or delaying by launching in phases. Get a second set of eyes for a reality check on your work.
2. DON’T automate all of your bids. Unless your account is very, very large, all automated bidding can cause you focus on bids amounts and lose focus on profitable clicks.
* DO review any auto settings periodically to ensure the automated bids are meeting your ROI.
3. DON’T use Google’s “opportunities” tab. There is no faster way to screw up all the hard work you’ve done!
* DO look for opportunities in new PPC channels, new feature releases by Google, and Google Betas. Test out targeting you previously dismissed. Brainstorm new approaches and messaging by examining competition and complementary industries.
What is your vision for PPC? Often times we see advertisers so focused on particular keyword or CPA, they can’t see the forest through the trees. Opening yourself up to a vision of how your PPC world should be will allow new ideas and opportunities to spring forth.
I also wrote a post last summer on PPC strategy you may want to review to get the bigger picture.
Sure it’s still January and you haven’t worked off the holiday feasts yet, but you gotta plan for PPC!
Here are 5 super quick tips to get you started on the right path to seasonal success:
- Review the 2011 holidays and dates. Are you doing everything you can to leverage the specialness of them?
- Use Google’s Insights for Search to check for search trends on obvious keywords (and then some not so obvious) related to your industry. Be creative!
- Brainstorm other seasonal opportunities within your target market’s preferences: rainy season, first day of spring, baseball, car racing, etc.
- Build a calendar with the messaging or promotion you intend to launch. Don’t forget to allow time for building, editing, approvals.
- Compare results from the holiday campaigns to the “regular” campaigns and determine what could be tweaked in the next round.
Having duplicate keywords in your PPC account can cause the wrong ads to show up for searched keywords. Ever get that email forwarded from your boss from someone complaining the wrong ad is showing up in Google when they search? Yeah, me too.
Each keyword should only appear once in the account, including variations that might be triggered by broad matched keywords.
Here’s how to check to see if you’re all clear:
In Google Adwords editor:
- Go to the Tools Menu > Find Duplicate Keywords
- or go to the View Menu > Duplicate Keywords.
- Remove dupes
In Adwords web interface, its a bit more manual:
Go the Keywords Tab
- Either work within this tab, or export
- In either the web interface or export, sort alphabetically and eye ball for dupes
- Remove dupes
If you find a few here and there, that’s normal. If you find many across the account, it might be time to review your processes to ensure it doesn’t reoccur. Good luck!
Maybe it seems obvious, but it’s important to have your PPC account mirror your website. This ensure you’ll have landing pages available and will increase your quality score by making the campaigns more relevant to searches.
Take a moment today to review your PPC account structure. If its completely different or needs a little work, take the time to lay out a plan to optimize it over the first few months of 2011.
This article gives some practical tips and more details: How to Structure an AdWords Account — A Practical Guide
With a new year, I realized sometimes the year can get away from you with the demands of work, family, and pay-per-click.
SO I am going to throw out periodic “Quick Tips” that can be digested and implemented fairly easily when taken on in smaller bites. I hope you find it helpful!