On this episode of Marketing In 10, I’m going to give you a process for managing your Google Ads account in just 30 minutes a week. It’s a super simple and extremely effective system that I use and recommend all my clients. Here we go.
Good day, everyone. Hope that everything’s going well for you. So today we’re going to talk about managing PPC accounts and the best way to make sure that all the little tasks get completed.
So the number one factor for me, at least as far as I’m concerned in whether or not a PPC account is actually effective and profitable, is whether or not it’s actively being managed. There’s no such thing as set it and forget it when it comes to PPC. It just doesn’t work. So I know it’s tough being a business owner, marketing director, anyone that’s trying to carve out time from your busy day to dig into ad campaigns. It’s not the most exciting part of the job, but it’s absolutely critical to longterm success. So I’ve been teaching and recommending a simple method for managing all these important aspects of a given PPC account, and it breaks down to about 30 minutes a week so it should be pretty manageable for anyone.
So here’s how it works. If you were to make a list of all the things that you have to work on in an account and split that up over a two-week period, it works out about 30 minutes of work per week once you get the process down. It might take a little bit longer at the outset, but once you get the process down it’s about 30 minutes of work a week. There will be a downloadable version of this process, a cheat sheet that you can use, and it will be available at jimlastinger.com/6. So go download that when you get finished listening, but I’ll give you the overview of it right here.
The Week 1 Tasks
So it’s a two-week cycle. So in week one, you’ll take a look at high level campaign and ad group performance, so how well our campaigns are doing compared to each other, how well are your ad groups doing compared to each other. You should have an idea of what target should be for each campaign, so are you meeting your targets? Do you need to make some adjustments? So high level things like that.
Ad Copy Testing
In week one, you’ll also take a look at ad copy. So I always recommend that you be testing new ad copy against your existing ad copy, you’ll do that during the week one cycle. So see how your new ad copy is doing, see how it’s performing, some new ads. I have a process for ad copy testing, and I’ll link to that in the show notes as well. So ad copy is a big part of week one.
Keyword Research and Identification
Then you’ll want to spend a few minutes about new keywords. Do you have new keyword ideas from any source? So are you seeing something new from competitors? Have you just thought of something new? Have you added new products? So this is a good time to add new keywords.
Check On Remarketing Campaigns and Audiences
And the last thing in the week one schedule is take a look at your remarketing campaigns, see how they’re performing, see if you need to make any changes there. And while you’re doing that, take a look at your remarketing lists. So make sure that lists are set up properly, make sure that they’re continuing to populate as they’re supposed to, and just make sure that everything’s buttoned up there. Okay, so that’s week one.
The Week 2 Tasks
And then on the next week, you’ll do a completely different set of tasks.
So week two, you’ll start off by looking at your performance for individual keywords, take a look at any keywords that you have that are new, that you might’ve added in the previous week, see how they’re doing, see how they’re doing against what you would expect them to be able to do. Do you need to make any bid adjustments? Do you have any keywords that are underperforming and maybe need to be paused or bid down on? So there’s lots of things to look at just within keywords, but that’s the biggest task for week two.
Review Search Terms Report and Add Negatives
So along with keywords, you want to take a look at your search terms report and continue adding negatives. Negative keywords is always one of the most important pieces of the puzzle, so giving it a dedicated you time every other week is a great way to make sure that it gets done, very important.
Review Bid Adjustments
Then you’ll take a look at all the bid adjustments you have in place, see if any of those need to be adjusted. Every other week might be a little too often to make adjustments on new things like device level modifications or anything like that. So maybe do it on a monthly basis or maybe do half of the bid modifications on this week and then two weeks from now do different bid adjustments. But as long as you’re taking a look at bid adjustments on a regular schedule, you’ll be good.
Improving Quality Scores
So another thing is quality scores. You should always be looking to improve your quality scores, so do spend a few minutes coming up with ideas on how to improve the quality score for your worst performing keywords. Do you need new ad copy, better landing page, all that kind of stuff.
Review Shopping Campaigns
And the last item on week two is take a look at your shopping campaigns. So if you have multiple shopping campaigns, make sure that they’re performing to where you would expect them to be. If you have multiple shopping campaigns, there’s going to be a different goal for each of those most likely so make sure that you’re getting pretty close to your goal. If you see something that’s not meeting your expectations, you might want to spend a few minutes, dig into the product groups in that shopping campaign, it might be time to turn off something, enter some bid adjustments, whatever makes sense. That all depends on what mix you have set up between smart shopping campaigns, standard shopping campaigns, all that good stuff.
So that’s it for week two, all told that should be about 30 minutes per week.
Adjust To Your Needs
You can always adjust these items to fit them into your schedule. Maybe you don’t have shopping campaigns and can reallocate that time to something else that does pertain to you, but the general idea is to make sure that you come up with a management schedule that you can live with, something that works for you. Because the best schedule is the one that you can actually keep.
That’s all I have for today. Make sure you take a look at jimlastinger.com/6, and I’ll have a link to download the two-week management cycle guide and I’ll put a link to my ad testing process on there as well. So you can take a look at those. Also, I would really appreciate it if you could take two minutes and leave a rating and review for the podcast itself, that’s the best way to help me grow this thing so I can serve even more people. That’s what it’s all about. I’ll be back soon with another episode of Marketing In 10 where we’re going to be talking about different conversion attribution models that you can use in Google Ads. Until next time, have a great day.
You can download a copy of my Google Ads in 30 Minutes Guide here.