PPC Task Checklist For Account Success
September 19, 2011
When I first began learning pay per click let’s just say I was a little confused, okay incredibly overwhelmed, by all that I had to learn. Bid changes, keyword additions, something called DKI… not only did I have to learn what each of these ppc terms meant but I also had to learn how often to do each task. Luckily I had a great trainer who created a PPC task checklist to help ease me into the pay per click world.
I’m no longer a PPC newbie, but I still use the list when I plan out my schedule for each month. Whether you are new to PPC management, or been have been running accounts for awhile but like to have a reminder of regular tasks you should be doing, this PPC task checklist is for you.
Weekly PPC Tasks
Project Performance. Project the performance of your account to see if you are over or under goals and adjust accordingly. The two metrics I focus on with my accounts are spend and conversions. If I am projected over spend, I know I have to decrease keyword bids.
Display network review. Exclude placements that have spent a lot of money without converting. If you have placements where you are performing well or converting for a high CPL, consider adding them to management placements to bid separately.
Bid Changes. Adjust bids on keywords that are generating the most of your daily spend, converting but in lower positions, spending without converting, converting above CPL.
Check Budgets. Run a report for the past seven days to see if spend is hitting your daily budget. Re-allocate budgets accordingly, giving a larger portion to higher converting campaigns.
Pause Underperforming Keywords. Pause keywords that have spent without converting or have a low CTR and could harm account performance and lower Quality Score.
Bi-Weekly PPC Tasks
Negative Keyword Additions. Run an SQR to find irrelevant search terms you can add into your account. Eliminating these keywords will increase CTR by preventing unqualified traffic from seeing or clicking your ad. You may want to do this weekly for newer accounts until you build up a solid negative keyword list.
Keyword Expansion. Use SQRs, keyword tools, and monitor the competition for potential keyword additions. If a certain search term is converting, or you start seeing keywords appearing again and again, build out new ad groups and test.
Ad Review. Pause underperforming ads and write new ads to test. You should be testing at least two ads per ad group at all times. Make sure you have gathered enough impressions data to truly evaluate performance.
Impression Share Report. If your Exact Impression Share is low, consider either increasing your budget, tightening up your match types, pausing less targeted keywords or a combination of the above.
Check Campaign Settings. Look at the settings of each of your account’s campaigns once a month to make sure they are correct. Check that you’re targeting the correct locations, languages, networks, and devices. You make a lot of changes to your account in a month, and it’s much easier that you’d think to accidentally select the wrong setting.
Landing Page Review. Run a Destination URL report to see if you have any weak performing landing pages that can be removed in order to devote more traffic to top performing pages. Create new landing page variations based off of the top performing pages to continue testing. Test different form lengths, copy, images, headlines, etc.
Monthly Keyword Comparison. Run a monthly keyword report to identify any major changes that have occurred and compare the performance to previous months. This is also the only way to have a record of a keyword’s quality score as past quality score is not available in AdWords.
Geotargeting. Run a Geographic report to determine locations where performance is above or below average. Consider excluding poor performing locations or breaking out campaigns to better target different areas.
Day Parting. Look at performance by day of week and hour of day. Lower bids or pause campaigns during hours of low or no conversions and boost bids during peak performance times.
Historical Performance Review. Analyze account performance over the past two years to evaluate any seasonal or other long-term trends in the data.
Obviously these are not the only things you should be doing in your PPC account, but this checklist provides a good foundation for PPC management.
Click below to download your own copy of the checklist and please post any tasks you think should be included below!
How Should You Use Display Advertising?
We hear similar questions from clients on a regular basis. One question we hear often is “How do your other clients use Display Advertising?”
Expanded Text Ads: 7 Million Clicks Say They’re Underperforming
Over the past 6 weeks, we have been lucky enough to experiment with expanded text ads, and frankly, I’m not impressed with their performance.
£300 Off Hero Conf London Ends Tomorrow!
Time is nearly gone to reserve your seat for Hero Conf London, 24-26 October at etc.venues St Paul’s, at a huge discount off the regular conference rate!
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Expanded Text Ads Come To Google AdWords Editor
Advertisers have been able to create expanded text ads, but couldn't utilize AdWords Editor. That has now changed with the release of the latest version of AdWords Editor.
Bidding Farewell to Adwords Converted Clicks: Don't Panic
AdWords will soon be saying goodbye to the "Converted Clicks" metric. Learn more about what this means for your account and how to prepare for the transition.
Olympic PPC Ad Strategies
How spectators consume sporting events and a massive expansion in the digital space will prove to shake up who and how advertisers reach their audiences.
Hanapin's PPC Resources Are Now Ungated!
You can now access Hanapin's whitepapers and toolkits without having to fill out a form!
View Ad Creative Through The Eyes Of Your Searchers
Learn to understand that ads do not live in the vacuum of an excel sheet and common practices should be tested.
[New Webinar!] 11 Red Flags To Watch Out For When Working With An Agency
Leveraging Analytics For Remarketing: Picking The Ripest Fruit
Remarketing prevalence is well founded based on competitive returns in both volume and efficiency. With that said, this "low hanging fruit" world isn't always easy to pick.
How To Analyze Time-Of-Day Performance For Luxury Products
The importance of ad schedules varies across industries, services, and products. For e-commerce companies that sell luxury goods, ad schedules are more crucial.
One Week Left to Save 25% at Hero Conf London!
You still have time to join us for Hero Conf London, 24-26 October at etc.venues St Paul's at 25% off the conference price. But time is running out.
4 Common Questions Prospects Ask Me During The Sales Process
There’s always new, hot topics and questions we get asked by prospects to see what our company’s take is, and how we go about implementing from a services perspective. Read what our most common questions are.