There are two main tactics to employ when inheriting a PPC account: optimization and expansion. These two tactics are equally important to taking a PPC campaign to the next level, but they should be approached separately because they have different intentions.
In this two-step process, optimization should come before expansion. Optimization entails taking the existing components of the account and restructuring the campaigns, ad groups, and keywords. As any good PPC manager knows, organization is crucial to a successful campaign. Excellent organization helps a PPC campaign in four major ways:
How do you know if an account needs aggressive optimization? Ask yourself the following questions. If you answer yes to most of them, you need to optimize the account:
Before you make one change to the account, you need to make sure that you have a clear picture of what you want the account look like when you’re done. We often draft a keyword silo map in order to visualize the optimized account. You should do this too.
Once you have the existing elements of the campaigns optimized and properly organized, then you are ready to expand the account. Later in this document, we will discuss expanding your keyword list.
However, before you initiate your plan to optimize and expand your campaign, which requires big changes to the account, we will discuss a series of steps that will allow you to make big progress with quick changes. Then you’ll be ready to start the heavy lifting of intense optimization and expansion.
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