World Class PPC Management Processes
Keyword List
The first step for successful ads management involves becoming deeply intimate with your keyword list. Every day, you will want to review your search terms report within Google Ads to keep tabs on the keywords triggering your advertisement
Manage your Bids
Be diligent with your bid management. Log in to your account every day, manage your bids, and make adjustments based on the consumer, industry, and Google factors. Over time, once you get the hang adjusting your bids, there are tools you can use to automate bid management
Generating increased revenue
The best advertisers on Google are constantly running tests to see which ads perform the best. To succeed in advertising, you’ll want to test multiple ads within each ad group of your account, all the time. Each time you write a new ad, test it against several variations to see which ads get the best results.
Review Conversions
A conversion for your Google Ads account can come in the form of leads, sales, or even key impressions of your marketing materials. Using conversion tracking for your ad campaigns is critical because it allows you to figure out why you were able to turn searchers into customers.
Adjust Targeting
Geography: Target the right locations of Google searchers to make sure you reach
the right audience
Language: Focus your advertising on the language searchers are using for Google
searches
Time: Set your ads to only display at specific times of the day
The Results Speak For Themselves
Account Audit you Can do Right Now!
- Audiences, are they being used? How?
- Bid adjustments, are they being used? How?
- Search terms report, what shows up? Is it messy or clean?
- Negative keywords, are they being used? How?
- Change history. What's been done over the past 3 months?
- What's the search imp share lost (Budget). What's the top IS. Are we saturated? Are we bidding appropriately? Is budget a limiting factor?
- Do we have a good mix of text and responsive ads within each ad group? Is each ad group have relevant keywords within them, with relevant ad copy around it? Are there outlier ads that are vastly under or overperforming expectations?
- Are there conversion trends (days of the week, time of day, etc.) that aren't being maximized?
- If it's E-commerce, are there ROAS opportunities that aren't being maximized (i.e. keywords with high ROAS that might need to be pulled into their own campaign/adgroup)
- What does auction insights show about current competitors? What keywords are they going after?