In my experience building PPC management processes from the ground up, structure and consistency are everything. When I take on a new client with minimal existing PPC infrastructure, I employ proven frameworks and workflows to ensure their campaigns are optimized effectively as they scale.
Here is the step-by-step process I follow to create a successful PPC management system tailored to each client’s needs:
Set Expectations and Goals
First, I sit down with new clients to align on campaign objectives, requirements, and success metrics. I want to understand their target customers, products, sales cycles, and existing data. This helps me set specific goals and KPIs that become the framework for everything that follows. I probe to understand pain points with their current PPC approach and identify quick wins. Getting stakeholder buy-in early is crucial.
Audit Existing Accounts
If the client has existing PPC accounts, even if minimal, I conduct a thorough audit focusing on account structure, bidding strategies, targeting, ad copy, extensions, analytics setup and more. I look for what’s working and not working. I evaluate their keyword strategy and suggest ways to expand into relevant new terms. I also dig into underperforming areas that need improvement. The audit establishes an optimization roadmap.
Map Out Account Structure
With a clean slate, I think meticulously about account structure. I create tightly themed ad groups around products, services, and specific user intents. This lets me craft tailored messaging and landing pages. I implement location and demographic targeting where advantageous. I use negative keywords extensively to minimize irrelevant clicks. Taking the time to map out ideal account architecture helps performance in the long run.
Develop Campaign Framework
Looking higher level, I map out an integrated campaign framework to meet the full-funnel needs of the client. This typically includes separate campaigns for prospecting, promotions, remarketing, lead gen, and sales. I advise clients on ideal budget allocation across campaigns based on opportunity. My campaign framework allows for the effective management of initiatives with differing strategies and goals under one umbrella.
Build Initial Assets
At this point, I develop all the core campaign assets. This includes expansive keyword lists, tightly written ad copy and headlines for different targets, relevant landing pages, and extensions like callouts and site links. I draw heavily on existing client assets and knowledge. For landing pages, I work with their team to develop dedicated PPC-specific pages where needed. Solid initial assets get campaigns pointed in the right direction.
Implement Ongoing Process
With the backbone established, I focus on ongoing campaign management, monitoring, and optimization. I dig into analytics frequently to identify opportunities – low-converting keywords to remove, high-performing ads to increase spend on, and conversion trends to address. I’m constantly A/B testing to improve results. Negative keywords are added to regularly. I monitor competitor actions closely. Reporting provides insight on how to refine strategy. The process drives improvement.
Getting PPC Management Services
For many companies, working with ppc management services expedites building an effective PPC process. Experienced managers will:
- Audit your current accounts and identify optimizations.
- Craft a structured campaign architecture tailored to your business.
- Develop all necessary keywords, ad copy, landing pages, and extensions.
- Implement processes for ongoing management, optimization, and reporting.
- Continually refine your PPC process as your needs change.
A qualified PPC manager essentially institutionalizes all the workflows needed for campaign success. This establishes the momentum and foundation for long-term management excellence.
Optimizing PPC Ads
Of course, even with the most refined management process, PPC success hinges on your actual ads. My process includes meticulous attention to optimizing ads for relevance, appeal, and performance. Some key areas I focus on are:
- Keyword insertion – I ensure ads dynamically insert tightly matched keywords.
- Compelling headlines – Headlines must capture attention and interest.
- Strong calls-to-action – CTAs should promote a specific user action.
- Link to relevant landing pages – I only send traffic to pages that match the ad copy.
- Extensions – I use extensions strategically to enhance ads.
- Messaging – Ad copy must speak directly to the target user’s intent.
- Continual testing – I A/B test ad creative to improve results.
Refined ppc ads complement a strong management process to boost campaign ROI. My process is never static – it evolves as clients grow and the PPC landscape shifts.
