There are so many options and setting that can be tracked, tweaked & tested that sometimes it gets difficult to know where your time would be best spent when it comes down to your PPC management. Our tips and tricks should help you manage your PPC more effectively.
Assign enough time
The first and foremost element of effective PPC management is time. If you don’t give yourself enough time each day, week and month to dedicate to your PPC account, you will find it extremely difficult to deliver results. There is no magic number when it comes down to how long you should spend on your PPC; the size of your account, it’s maturity, the turnover of products, the scale of the account and your own efficiency will all influence this. It is important to make sure that you designate specific time for managing your PPC and that you also include extra time as a contingency.
Plan how to use your time
It is not enough to simply assign yourself time, but it is also vital to work out what you are going to do with this time; inevitably each month you will find that there will be a variety of activities including:
- General housekeeping
- Routine account maintenance
- Analysis and adhoc investigations
- Innovative work that tries to improve results
It is easy to find all your time getting tied up in the more mundane management tasks, but to really improve your KPIs it is vital to make sure you are also exploring new ideas and testing to see if there are more effective ways to manage your PPC.
Review your changes
Sometimes when you conduct analysis and implement account changes it is easy to expect your changes to pay off and not check up on your work; but this isn’t always the case. It is important to make sure that when you decide on a change in the account you first identify metrics against which to judge the success of that change and that you then schedule review points where you can assess the impact of your changes; generally you should look to check after a day, a week and a month. Something that I have found effective in the past has been to also use a calendar to track your key changes so that you can try ti tie PPC performance fluctuations back to the activity that may have caused it.
Keep on top of industry news
It’s easy not to account for this within your PPC management time, but in reality keeping abreast of industry changes allows you to see what new features are available, research optimisation techniques and can also help with idea generation. If you work in a specific sector, you should make sure you are aware of changes within your industry and whilst not essential, it is also good to see what else is happening on search engines from a organic perspective as this may also impact the performance of your PPC
Look at the bigger picture
It is important that you remember why you are actually conducting PPC and to make sure you remain focused on those goals. It is also important to keep visibility of the wider picture. PPC can help drive traffic to a website, but it is important to make sure you are also looking at your landing pages, user journeys and effectiveness of your website as a whole. Conversion rate optimisation can work effectively in conjunction with PPC to look to improve the performance of those people driven to the site through PPC advertising.