Whenever it comes to Paid Search or PPC, there are a lot of things which we should do, must do and not to do. Yes, what you read is correct. There are few things which we are not supposed to do. If you have managed paid search campaigns, then you must know, every now and there we skip the obvious. A slight overlook, miscommunication with a team, or trying too may many things at one time can cause major damage or pricey errors. Hence, there are few must avoid things and suggestions!
Don’t try to fit one size for all –
Don’t assume that a strategy worked for one paid search campaign will work similarly for another campaign. When taking over an existing account, it is essential to take care of few things. You look at the opportunities for optimization and expect that the things, which worked for other accounts will work for the new account.
What should be done – Understand the history of your new account – collect as much as possible information from the former owner. Analyze the change in the history and analytics before you make the changes.
Don’t overlook the negatives –
Negative keywords are major elements of any paid search campaign. Negative keywords can assure you that you are not spending on keywords that are negative or irrelevant. E.g. if you are dealing with pizza restaurant and you are concentrating on a phrase or a modified broad match type that means you don’t want to show up your ad for phrases relevant to fast food restaurant.
What should be done –
Whenever you will launch a new account, ad group or campaign, make sure you integrate negative keywords. Put it as a review point in your launch checklist and confirm it during your final QA process. When including negatives, go through the keywords that you are bidding on through a search – you might find that there are several meanings for your terms.
Don’t take off your eyes from the ball –
It usually happens with all of us, especially during those days when we are busy handling other accounts and forget to find that change we made last night. And you see that change you made last night impacted in your daily budget being expended by noon.
What should be done – it should be your first priority to check your accounts in the morning. Check your daily spends and make sure it is on target, your budget is wandering where it should be and any recent moderation should not have any kind of negative effect.
Don’t skip the budgets –
You might have a client with a budget, whose budget changes on daily or monthly basis. And when you are handling multiple accounts, it can be difficult keeping up with which client is expensing what amount for a particular day or month.
What should be done – Generating a pacing report is important, especially when you are managing more than one client. By keeping a track of the number of days remaining in the month, you can see whether you are standing ahead or behind the target and can modify accordingly so you can manage the budget.