In my 10+ years managing pay-per-click campaigns, I’ve learned the hard way just how easily certain critical ppc management tasks can fall through the cracks. With so many moving parts to juggle — keywords, ads, bids, targeting, analytics — it’s all too common to accidentally neglect something important. However, letting key optimization and maintenance duties lapse can seriously hurt your PPC performance and ROI.
Based on my experience, here are some of the most important PPC management tasks that you need to stay on top of. Don’t let these slip through or you’ll miss out on results.
Regular Keyword Monitoring
One of the foundations of any PPC account is the keywords driving traffic and conversions. I make it a rule to closely monitor keyword performance at least every 2 weeks. I look for low-performing keywords that aren’t generating clicks or conversions. These may need to be reworked or paused. I also look for fast-rising new keywords that could represent new opportunities. Staying on top of changes in keyword performance helps me maximize ROI.
Updating Negative Keywords
Negative keywords are one of the best ways to minimize wasted ad spend, but only if they are kept current. When I first set up an account, I add an initial list of negatives, but this is just the start. I revisit the negative keyword list monthly to add new terms that may be triggering irrelevant clicks and costing money. As search query data comes in, I am diligent about mining it for additional negatives. This keeps the account optimized over time.
Landing Page Quality Control
I’ve seen it happen countless times: a stellar PPC ad leads to a lackluster, generic landing page. This is a huge wasted opportunity. I audit landing pages at least quarterly to ensure they are tailored to the ads and keywords pointing to them. If needed, I’ll request landing page copy, layout, and design improvements to boost conversions. The better optimized the landing experience, the more impact my PPC spend has.
Competitor Benchmarking
To make sure my clients’ PPC accounts remain competitive, I run quarterly benchmarks comparing their performance vs. competitors. I look at metrics like click-through rate, quality score, impression share, average position, and more. If a client is lagging on a certain metric, I investigate why and recommend strategies to catch up or overtake competitors. Keeping an eye on the competition ensures we don’t fall behind.
Latest Platform Features
The major PPC platforms are constantly releasing new features, and I’ve learned some can have a big impact on performance. Every quarter, I brush up on the latest updates from Google Ads, Microsoft Ads, and other platforms so I can determine which changes could help my clients. For example, implementing new automated bidding strategies, ad extensions or other capabilities at the right time can provide a real edge.
Campaign Experiments
PPC management should never be static—there are always opportunities to test and optimize. I make a point to run at least 2-3 experiments per quarter in each client account. These may be testing new match types, bid adjustments, landing pages, ad copy, audiences, and more. Not every test leads to a winner, but over time, the learnings accumulate and help refine strategy. Clients rely on my expertise to continually test ways to increase their ROI.
Getting PPC Management Services
For time-strapped business owners and marketing teams, hiring a PPC management service can help prevent critical tasks from slipping through the cracks. Experienced PPC managers will stay on top of core responsibilities like:
- Ongoing keyword management: Monitoring performance, adjusting bids, uncovering new opportunities.
- Implementing and expanding negative keywords continuously.
- Auditing landing pages and making recommendations to improve conversions.
- Monitoring competitor performance and tactics to keep your account competitive.
- Testing the newest platform features and innovations.
- Running regular experiments to refine and optimize campaign performance.
A dedicated PPC manager essentially adds more hours to your week and additional expertise to your team. This ensures no task gets missed, so your accounts never lose momentum.
Working with a PPC Management Agency For companies juggling extensive PPC campaigns across products, territories, and channels, I typically recommend bringing on a full-service PPC management agency. Top agencies dedicate whole teams solely to managing your accounts, rather than a single account manager.
Key benefits a ppc agency provides:
- Multiple experts with deep PPC knowledge collaborating on your accounts. More expertise = better performance.
- Resources to take on time-intensive tasks like landing page audits, competitor research, experiments, and reporting.
- Accountability and supervision to ensure all accounts are well managed at both strategy and execution levels.
- Access to superior tools, bid management technology, data analysis capabilities, and more that exceed what an individual manager can offer.
While pricier, for companies spending significantly on PPC, the amplified resources and management infrastructure of an agency usually far outweigh the incremental cost. Just be sure to thoroughly vet agencies first.
