One of the most frustrating aspects of paid search is that it is an ongoing process. Just when you think a campaign is set and ready, it needs more adjustments. This time of year, optimizing your campaigns for the holiday season can add a lot of extra work! This is when a ppc checklist can come in handy. There are certain things that should be done weekly, monthly, and quarterly to maintain your campaigns, and your sanity!
Make Bid Changes: If keywords are getting conversions, but have a high cost per lead, try lowering the bid price. If keywords are getting conversions and have a lower position, try raising the bid price.
Review Your Campaign Budgets: Look for campaigns that are hitting their daily spending limit and re-allocate some of that budget to higher converting campaigns.
Pause Under Performing Keywords: If you have keywords that have low quality scores, high cost per clicks, or low click through rates, pause them, and see if that helps your campaign reach its goal.
Search for Negative Keywords: Run a search query report to see what keywords are triggering your ads. If you are getting clicks from keywords that don’t relate to your business, add them to your negative keyword list.
Refresh Ad Copy: Look for under performing ads and refresh the ad copy. Then A/B test to find the parts of the ad copy that impact searchers the most.
Review Goals: Are you reaching your goals (hitting your target cost per lead, click through rate, etc.)? Do a small audit of your campaigns to figure out what’s working and what isn’t.
Quality Score: Look at the quality scores for you keywords and pause any word below a 3. Then work on optimizing keywords with quality scores between 4-7 to raise the score.
Review Geo Targeting: Review the geo targeting settings for your campaigns to see if they are working well or if there are any areas you could expand into or take away.
Day Parting: Are you ads performing better at a certain time of day? If so, increase your budget for those specific times or days when your ads perform the best.
Campaign Settings: Check the campaign settings (location, device, network, ad schedule, etc.) to make sure they are set correctly and make any adjustments that may be necessary.
Competitor Review: Check out what your competitors are doing and review their ad copy, keywords, and landing pages. Track what works for them and what doesn’t to find opportunities for your business.
Managing multiple paid search campaigns can be overwhelming, but if you stay organized and follow our checklist, you will be well on your way to multiple successful campaigns!