6 Things Your PPC Team Should be Doing Every Month

A PPC team worth its salt should be carrying out several tasks each month to optimize your campaigns and pave the way for success.

Here are six things your PPC team should be doing every month:

1. Regular PPC optimization

The PPC world is always changing. “Set it and forget it” may be a token phrase for infomercials, but the same can’t be said for PPC campaigns.

A good PPC management team frequently optimizes your account by:

• Adjusting bid amounts
• Adding new keywords and ad groups
• Pausing keywords and ad groups that aren’t performing as well
• Testing ad copy (and imagery, if applicable)
• Testing landing page copy and design
• Adjusting settings, such as locations, languages, network & devices, bidding options, scheduling, extensions, etc.

2. Strategic A/B testing on ads and landing pages

Testing ads and landing pages are the lifeblood of PPC. A PPC team should be making educated A/B testing decisions each month, running tests, and then making adjustments to your campaigns based on the results. This keeps your ads as fresh and effective as possible.

For example, at ParaCore we follow a three-step process:

1. At the beginning of the month, we plan all A/B tests. This might look like changing the messaging on a landing page or switching out an image in a Facebook ad.
2. For the next 2-4 weeks, we monitor the effectiveness of the old ad or page compared to the new one.
3. At the end of the month, we analyze the results to decide which version should stay and which one should be paused.

3. Suggestions for campaign improvements based on the latest features

PPC platforms like Google AdWords and Facebook ads are regularly tweaking the way things work and rolling out new ad formats.

For example, over the last year, we’ve seen Gmail advertisements, Instagram ads, and Facebook’s Canvas advertising format. Each one has its own best practices and specialty uses.

Your PPC team should be paying close attention to these changes, as they can present new opportunities and could drastically affect the performance of your ads. This is where a PPC-dedicated agency shines.

In an agency setting, the PPC team is keeping one another aware of new developments. And with multiple brains working together, the team will be able to make the best suggestions regarding when and how to use a new ad format for your business.

4. Monthly PPC report

A good PPC team captures how their optimizations affect your campaign performance. A great PPC team will present these results to you each month in a simple, understandable report.

A quality AdWords report only presents the most relevant metrics. Plus, it boils down complex information into a clear snapshot that helps you understand the data and make strategic decisions.

5. Implementing the technical stuff

With technical details like conversion metrics, tracking pixels, and call tracking, PPC analytics can take quite a bit of advanced expertise.

For example, conversion pixels are a fairly easy concept to grasp. They tell you if someone has viewed a page, such as a thank you page after filling out a form, so you know if the user has completed your desired action or not.

However, implementation is not so easy. It often requires adding code to your website in a very specific place, and if it’s not added perfectly, it won’t work properly. A conversion pixel isn’t much use if it’s triggering at the wrong time or not triggering at all.

A PPC team should be knowledgeable in the tech details and familiar with even the most complicated analytics. Plus, you should feel at ease handing them the keys to your website and campaigns, knowing they’ll make improvements without breaking anything.

6. Problem-solving when something goes wrong

In digital marketing, things change every day – and sometimes every hour.

A competitor might crackdown on a keyword you’ve been targeting. A piece of your sales funnel might stop sending leads. A rule might be enforced that causes one of your campaigns to be shut off. It happens.

What matters is how well you’re able to bounce back.

If you’re managing PPC internally, a situation like this can pull you or one of your employees off of an important task in order to figure out what on Earth is going on with your account.

But if you’re working with a PPC management company, you have a dedicated team that’s ready to start digging for the root cause immediately and proactively plan for what’s ahead.

Is your PPC management team delivering amazing results?

If not, let us show you how we can do it better!  Get in touch for a free consultation, and we’ll let you know how your account can be improved!

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