Monthly Management Tasks
1. Ad rotation and evaluation: A. Ads need to be reviewed regularly for their part in the quality score for each keyword. Sometimes a certain ad will have good ad scores for certain keywords and not others. As a result, we need to track all of the ads in all ad groups, which should have 4 ads, 2 PC/Tablet and 2 mobile. B. There are also 5 other data points to each ad in addition to the landing page that need to be evaluated regularly as well. 2. Keyword selection review adjustment: A. Keywords need to be reviewed regularly; most marketplaces necessitate a keyword count of 500+ keywords. A current client of ours has over 8500 keywords. This includes relevancy in terms of analytics (behavioral data) and quality score in terms of Google evaluation in the marketplace. B. Keywords with high expectations that aren’t meeting the quality score standards are pulled out of a given ad group and isolated in their own for review and evaluation. This also allows the poorer or substandard scoring keywords to not negatively affect the better performing keywords within the same ad group. C. Newly created ad groups for new keywords also then need their own ads, destination URLs/landing pages and bids. 3. Bidding maintenance and adjustment: A. Each keyword has its own bid that is one of the major factors on why the ads come up in 1st page positioning or not. The other factor, as mentioned in point 2a, is the quality score. Bids are dynamic and always being adjusted because the marketplace fluctuates as the competition adjusts their budget, bids and as other competitors enter and leave the marketplace. B. We don’t want to over bid for positioning and we similarly don’t want to fall off the first page from neglecting bids over time. 4. Adaptation to natural marketplace fluctuation: A. Internet marketing is very dynamic—nothing stays the same long. Identifying trends within the marketplace and as a larger view for best practices is staying current or even ahead of the competition. This allows us to take advantage of new features and products before others to not only maximize its return, but also adopting new practices early usually comes at a discounted rate. B. Recent examples of new practices have been Google’s enhanced platform upgrade, mobile ad extensions, and account restructuring—all which I have explained and personally done on this account to assist Chad. 5. Historic raw search mapping report review: A. This is the function of viewing all of the ‘raw’ searches that our keywords are mapped to. Google determines relevancy to our keywords, but that doesn’t mean those results are appropriate in our eyes. So we look at all the searches and gain 2 things: i. We find poor examples that we don’t want to pay for and eliminate them as future results for our keywords. ii. We identify keywords that are appropriate examples and add them as areas of expansion to further our relevant coverage in the marketplace. B. This role in the PPC management makes the biggest difference and is the single example of what most non-experts don’t know about. Performing this task cuts much waste can be the difference of being profitable and breaking even in a competitive marketplace.
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