Strategies For Better PPC Analysis

By Rachael Law | @Law_Rachael | Account Analyst at Hanapin Marketing

Analysis comprises a bulk of work time for most PPC managers, but there are things you can do to streamline your work flow to make the process a bit quicker.


Tasks To Do Yourself


Save Columns & Filters – If you find yourself using the same columns again and again, save them! This way, your favorite arrangement of PPC data is only two clicks away. Sim- ply check the “Save this set of columns” box when you go to apply your selection.


This is particularly handy if you have a special set of metrics you need to download frequently for any sort of custom reporting or excel template (spoiler alert… we’ll talk about those later).


CPL Matrix – Having the CPL Matrix already built into an Excel spreadsheet can be a great time saver.


Image of CPL Matrix


Simply enter your goal CPL into the green box, and the formula will work out the rest of the upper and lower limits. Once you have figured out what these values are, create some conditional formatting rules to highlight the keywords that need to be paused or bid down.


Outsource To Others


Red Account Reviews – Red Account reviews conducted by another Account Manager is a great way to get a fresh set of eyes on an account that may be struggling with performance (we consider an account to be red if it’s projecting below 75% of goal). Or, if you’ve been staring at a set of data for too long and are stuck on finding any key takeaways, having someone else take a look can be very helpful.


Outsource To Agency


Audit or Full Time Management – Is your account always red? An Audit or Full-Time Management is a great way to hand off the analytical work to the pros. This ensures that there will always be eyes on your account, and they will use their experience and resources to get your account back on track.


Read more in the full white paper: How To Save Time On Your PPC Management