This article was sponsored by Adzooma. The opinions expressed in this article are those of the sponsor.
Managing paid campaigns is a lot like driving a car – it starts off being overwhelming, but quickly becomes fun and second nature.
The key to unlocking PPC account management is to reduce your workflow, but there are some common pitfalls:
- Paralysis of analysis.
- Use the wrong metrics to guide optimization efforts.
- No test.
- Do everything manually.
Want to avoid these pitfalls and optimize your PPC workflow?
This article will show you how. The secret is to look at paid campaigns holistically.
Overcome Analysis Paralysis
Analysis paralysis is the inability to act for the good of the account for fear of lack of data. This often comes from not having confidence in the amount / validity of one’s data.
Learning periods for campaigns take 7-14 days under the best circumstances:
- You trust your conversions.
- Budgets and auctions don’t limit volume.
- You are not in a small industry.
If your campaigns have been running for at least that long, you probably have data to tap into. Some brands will have less data due to campaign budget / reach, and as long as you have 1000 or more impressions, you should be able to take action.
On the other hand, you don’t want to make a habit of making too many changes. The countryside needs their learning period. Daily performance often leads to false positives / negatives.
Consider scheduling a weekly ‘check-in’ on your campaigns to verify their success / opportunities for improvement.
Use the right metrics to guide optimization
Understanding what is going on in your campaigns is the key to mastering your workflow with confidence.
Metrics can be divided into:
- Directional: You have to go do something about it.
- KPI: This measure has a direct impact on the success of the campaign and the business.
- Vanity: Nice to have / know, but ultimately not overwhelmingly important to action or success.
Depending on the campaign objective and the advertising channel, some metrics will change category.
For example, a Search Network campaign is more focused on conversions / share of impressions / CPA versus customer value, while a display campaign is more focused on impressions / brand lift / culture. the audience.
It is important to take into account references for each channel. The CTR of a video campaign should be lower than that of a search campaign, while the CPC should be higher on the search side.
Integrate cost-effective tests
Testing will always pose some degree of risk. Not testing will lead the campaigns to stagnation and eventual entropy.
Tests must have controls and variables. Once you’ve decided what to test, make sure you have metrics for pass and fail.
The success metrics and strategic goals of a campaign should be agreed upon within your team. If the goals are constantly changing to accommodate new initiatives, you won’t be able to run a meaningful test.
Make sure you have budgeted at least one to two months for your test (depending on traffic). It is unreasonable to ask a small brand to get 10,000 sessions over a 30 day period, just as it would be irresponsible for a larger brand to call a test after 1-2 days. Compare your test run time against normal traffic for your brand.
Pick one major campaign component per quarter and stick to that variable. If you’re testing a creative, make sure the landing pages and campaign structure are the same. Changes in campaign structure must have coherent creativity.
Automate boring work
The biggest area to improving your PPC workflow is automating tasks that you don’t enjoy or that take too long to complete. Automating these tasks will free up time to focus on more profitable activities.
Adzooma’s opportunities and automations can help you quickly and profitably manage your Google and Microsoft bids, keywords and ads.
Opting for native advertising automations (smart bidding, auto-applied creatives, etc.) can save time and improve performance. They can also misplace budgets / brands, so it’s important to confirm that conversion tracking is working before enabling native automations.
Screenshot from Adzooma, Opportunities, October 2021
Take away food
Creating the best PPC workflow takes time. It is as much art as it is science.
While there are some standard best practices you can implement, a lot of it will be about understanding how you process information and what tasks are best for you.
- Allow time for learning times in any campaigns you launch or adjust.
- Don’t get caught up in the daily analysis, which can lead to false positives or negatives.
- Automate tasks you don’t like or don’t have time for, so your mind can focus on strategically more important tasks.
It might be a good idea to build tools like Adzooma into your PPC workflow or coordinate them manually.
Featured Image: Image from Adzooma. Used with permission.