This article summarizes the 3.7 review-by-analysis and optimization process for general PPC accounts.
The goal of any Pay-Per-Click account (such as via Google Ads) is typically to drive a core KPI, typically client-defined, like Conversions, CPA, Conv. Rate, lead forms, phone calls, and other forms of contact. More specifically, the goal is to maximize Conversions, or certain high-value types of Conversions (i.e. more qualified leads).
This article is not a comprehensive guide for PPC optimization (which will be discussed in another article) - rather, it's a quick one-stop checklist review for an experienced PPC account manager who needs to quickly assess an account's performance (such as weekly, monthly, quarterly, yearly, and lifetime) and then make appropriate optimizations to secure the maximum value of Conversions for the account as a regular touchpoint.
Lastly, this article will not discuss initial account setup or strategy direction - it assumes that has already been taken care of, and you are simply managing the optimization and performance trendlines of the account now.
PPC Review and Optimization Quick Checklist
1. Determine performance trends (daily, weekly, monthly, quarterly, bi-annual, yearly).
2. Determine keyword-specific trends along similar timelines
3. Ensure the full budget is being spent daily
4. Ensure historical top performers are being given full / appropriate / maximum budget allocation (keywords, ad groups)
5. Pause 90-day non/low Converters, 6-month non/low Converters, etc. (keywords and ads)
6. Check main core KPIs (Conv, Conv Rate, Search IS, CPC) and ensure no anomalies and/or ensure forward growth uptrend wherever possible
7. Check Search Terms Report
8. Check ad extensions report
9. Check locations report
10. Check time / hour Conversions day report
11. Verify Conv Information in Analytics
12. Ensure all-top or seasonal top performers (ads, kws, ad groups, etc.) are unobstructed and able to perform to maximum effect or retain standard momentum across lifetime performance
13. Determine winner of A/B/C test: Main company page, location business page, and product page (B2B/Industrial)
A few closing pointers
- At all times you should have an encyclopedic knowledge of your accounts. Know your book of business!
- Always do what is right for the account - however, you must always get permission from the client to affect major optimizations (like changing a budget) and make sure the client is aware of any potential risks or complications.
- The founding principle of all account management is trust. You should always keep the client aware at regular intervals (monthly, quarterly, yearly etc.) what the strategic options are for the account, opportunities, missed opportunities, and how the account direction, lead volume etc. could be aligned or allocated in relation to budget potential.