When it comes to on-going and recurring PPC tasks, every account manager has a little different process for reviewing data, making adjustments and the reasons behind these processes.
One question we often get asked by clients is “How are on-going or recurring account tasks prioritized?”
I wanted to give you a little insight into the Clix school of thought behind PPC account task management.
We Use Schedules
We recommend a list of ongoing tasks and check ins that are customized for each account’s goals and priorities.
Based on those goals, we develop a proactive cadence for each task to ensure the account is accumulating enough data to make (when possible) statistically significant decisions. Our timeframe for tasks vary from weekly (bid changes, budget adjustments, search query reviews for new campaigns) to yearly (for things like competitor analysis, low clickthrough rate analysis) depending on the levels of traffic in each channel.
Here is an example of our recurring task list for search & display channels:
Daily:
Review Supermetrics Dashboard for Pacing & Performance
(When new campaigns are launched, we are checking performance, adjusting bids and keeping a close watch for additional optimization opportunities)
Weekly:
Bid Changes/Keyword Activation Adjustments (Based on backend data)
Landing Page Performance Review (And traffic adjustments as needed)
Budget Analysis By Campaign (Adjustments & reallocation)
Backend Data Dashboard Review
Bi-Weekly (every 2 weeks):
Display Campaign Placement Performance Review – Add new exclusions
Search Query Report Review – Add new negative keywords and new keyword opportunities
Account Alerts/Notifications/Opportunities Check
Monthly:
Monthly Report to Summarize Previous Month’s Learnings & Plan Future Goals/Campaigns
Ad Review & New Ad Copy (Depending on traffic and goals)
Bid Modifier Review & Adjustments (Devices, geographies, time of day)
Ad Extension Performance Review (Sitelinks, callouts, structured snippets, etc.)
Search vs. Search Partner/Network Performance Review
Search & Display Demographics Performance Review
Landing Page A/B Test Review & Adjustments
Bi-Monthly (every 60 days):
Low CTR Analysis
Audience Review
New Keyword Opportunity Analysis
Quarterly/Bi-Yearly Depending on Industry:
Competitive Analysis
For paid social channels, the tasks would be:
Daily:
Review Supermetrics Dashboard for Pacing & Performance
(When new campaigns are launched, we are checking performance, adjusting bids and keeping a close watch for additional optimization opportunities)
Weekly:
Review & Adjust Bids as Needed
Review Ad Performance & Adjust Variants as Needed
Backend Data Dashboard Review
Monthly:
Monthly Report to Summarize Previous Month’s Learnings & Plan Future Goals/Campaigns
Ad Review & New Ad Copy (Depending on traffic and goals)
Targeting Review & Adjustments
Review Backend Data to Assess Lead Quality (As Available)
Review Landing Page Performance
Network Placement Review & Add Exclusions (Where Needed)
Bi-Monthly:
Refresh Audience Lists
Quarterly/Bi-Yearly Depending on Industry:
Competitive Analysis
This is a very rough outline for how we like to layout these tasks.
We Prioritize Tasks That Get ‘More Bang for Your Buck’
Stuff happens. Campaigns go astray, last minute promotions pop up. Sometimes there isn’t as much time to complete ongoing tasks as we envisioned.
But the true key to success is prioritizing the tasks that will improve conversion rates (or achieve the desired outcome) and decrease wasted spend. Understanding how this can be achieved for each and every individual account can take time to learn. Unfortunately there is no magic formula.
For some of my accounts, prioritizing adding new copy variants in LinkedIn is the difference between continuing to see a great lead conversion rate and seeing increasing costs from worn out ad copy that my audience isn’t responding to anymore. For others, this means making sure I review the search terms reports for new negative keyword trends due to pop culture trends that are always changing.
If given the option between carrying out one of two bi-weekly tasks, I’m going to choose the one that is likely to have the biggest impact on the account; whatever that is.
We Believe in Being Proactive
Being proactive means keeping a close eye on trends and continuously reviewing your accounts for additional efficiencies and adjustments that can be made.
When we have downtime (and trust me, that isn’t often) Clix employees are always finding new ways to slice the data and help our customers find their marketing ‘sweet spot’.
Looking for a new digital marketing agency? We’d love to talk!
