PPC Management Workflow Checklist Pt. II

In Part I of this two-part series, we took a look at what a PPC management expert should expect to do on a daily and weekly basis. Today, we’re going to look at a couple of longer lists: the monthly and quarterly PPC management tasklists.

Monthly PPC Management Tasks

• Review your clients’ goals for their PPC campaigns, and your strategy for attaining those goals.
• Review each campaign’s performance. Compare it with the performance of previous months, and if there are any noticeable downward swings, review to determine why.
• Review your ad copy, looking for typos, grammatical errors, and other flaws.
• Review your remarketing campaigns. Are you meeting your remarketing goals? Are your audiences set up in the most appropriate way to achieve those goals?
• Review your Social PPC campaigns. Are you meeting your social PPC goals? Are your audiences set up in the most appropriate way to achieve those goals?
• Review all of your ad extensions, checking for broken or missing sitelinks as well as call, review, location, and callout extensions.
• Review your geo-targeting settings. Are your bid modifiers and other geo-specific settings accurate?
• Review your dayparting settings. Are you achieving your goals? If you’re not using dayparting, analyze your data by day-of-week and hour-of-day to see if dayparting could help you improve your RoI.

Quarterly PPC Management Tasks

• Review your overall business practices. Are you meeting your own goals? Have any of your clients experienced a dramatic enough shift in business that they need a new PPC strategy?
• Generate projections for your clients, showing them what they can expect over the next quarter. Even if they don’t ask for this, it’s a good idea to have for your own purposes.
• Look carefully at all of your ads’ performance over the last quarter. What works? What doesn’t? Why? Use the information to plan your next quarters’ test ad guidelines and concepts.
• Double-check all of your clients’ landing pages to make sure they all still work and the ads for each page are still relevant. Click through the client’s entire sales process; test any conversion forms and otherwise ensure that there are no accessibility barriers to conversion. If the PPC results seem to suggest that a new landing page would benefit the client, suggest it to them.

For high-traffic accounts, you might want to bump some of those quarterly goals to weekly. And there you have it: if your PPC management company keeps up on these lists, you should have little problem achieving a decent RoI with your pay-per-click campaigns.