Your Day-to-Day PPC Management

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “Your Day-to-Day PPC Management.” The following is the transcribed Streamcap from the live chat:

Q1: How much of your daily management is planned vs. on demand tasks? Why do you think this is the case?

  • I plan each day in the morning, so high % is “planned”. But many tasks planned day of. – Robert Brady (@robert_brady)
  • Being the official tech AND web guru for the office, it’s mostly on demand and very hard to plan things. – Agent Palmer (@AgentPalmer)
  • I end my day with a “Must Do” list for the next day ready. Usually takes a few hours but then its all on demand from there. – Andrew Bethel (@AndrewPPC)
  • I have a plan for each day, but results/data/info take me in new directiosn. So 50-50, especially as new features roll out. – Mark Kennedy (@markkennedysem)
  • Most of my management is planned, but there is also a lot of on demand work that occurs. Having said this, planned tasks can often lead to new tasks that may not be on demand, but items I want to do. – Matt Umbro
  • I would say 40% planned. The other 60% is based on the findings of the 40% + client questions, emails, etc. – Andy Groller (@AndyGroller)
  • Varies so much, but maybe roughly 75% planned/25% on demand. Try to keep up with regular scheduled maintenance for each account. – Timothy Jensen (@timothyjjensen)
  • 80% is planned, 20% is reactive. Planning keeps me efficient so I have the 20% bandwidth to react. – Susan Wenograd (@SusanEDub)
  • My mornings are blocked for big projects / must do tasks, afternoons are anyone’s guess – on demand, random requests, backlog. – Jason Stinnett (@JasonStinnett)
  • Generally have planned tasks, to start, but also plan to address things found in data and/or client requests/needs. – Julie Bacchini (@NeptuneMoon)
  • Most of the tasks are planned. Especially when the plan is created with the client’s input. But random tasks always come up. – Joe Martinez (@MilwaukeePPC)
  • A large portion is planned, but I try to make time each day for the “unexpected”. – Olin Downs (@olinjdowns)
  • Looks like a few of us plan for the mornings but dig into everything else in the afternoons. Glad I’m not the only one. – Andrew Bethel
  • Mornings are mostly for planned/admin tasks. Afternoons are for tackling the unexpected. – Stephanie Cockerl (@StephCockerl)
  • I will say this – I don’t have an “optimization schedule” where I do tasks on certain days. Priority and impact on the account dictates what I do. – Matt Umbro
  • A day without impromptu tasks is on par with pitching a perfect game. Sure it’s possible, maybe once a year, twice if lucky. – Andrew McCarthy (@AmccartPPC)
  • Mornings are reserved for fixed and planned tasks. However keep some time in the afternoons for ad-hoc tasks. – Himanshu Dhumal (@himanshudhumal)
  • Mornings tend to be about PPC building and afternoons about PPC optimising for me. – Jason James (@albinomedia)
  • Morning are about emails and tasks. Afternoons are for deep dives and analyzing. – JD Prater (@jdprater)

Q2: What do you believe to be the most important task you do on a daily basis? Why?

  • Without a doubt, reviewing search query reports – the data here dictates so much of the account activity. – Matt Umbro
  • Reporting, by far. Getting familiar with your data and knowing when something is wrong just at a glance. – Andrew Bethel
  • Account Change Analysis. I.e., did anything explode since yesterday & if so why? Good or Bad explosion? – Kirk Williams
  • View conversion vs cost graph. Did yesterday do awesome? If not, why? Dictates potential areas to dig in. – Andy Groller
  • Planning my day. – Robert Brady
  • Keyword analysis (qs and SQR) as well as bid ajdustments based on conversions, CTR, etc. – Mark Kennedy
  • Check the daily report .. Help me plan my daily tasks. – Sameer Hakim (@hakim_sameer)
  • Honestly, internal reporting, QA & discussion are the most important morning tasks I can think of. – Leo Sussan (@lsussan)
  • Reporting. Maintaining reports on a daily basis helps you to see YoY and WoW trends. – Brady Roundy (@BradyRoundy)
  • Jr Acct Mgr tasks are planned – for mgrs/drctrs it’s hard to plan. Fielding client questions/changing strategy based on data. – Amanda Sides (@amanda_sides)
  • Monitoring. Do the graphs seem not like they should? If Yes, Why? – Humanshu Dhumal
  • Diving into the reports and seeing if anything is out of the ordinary. Helps in planning out the day also. – Olin Downs
  • I like to check conversion form capturing information to see where the leads are coming from. Not necessarily how many. – Joe Martinez
  • Quick data analysis for sure. Any major changes? How are tests going? Did something roll out we should implement TODAY? – Amanda Sides

Q3: Do you set aside time for campaign expansion or does it come naturally in the course of optimization? Or both? Why?

  • Both. Sometimes there’s a desire to expand, and other times there’s a need to expand for optimization purposes. – Jonathan Maltz (@MaltzPPC)
  • Opportunities for campaign expansion generally found whilst doing other stuff. Actually doing it may require set aside time. – Richard Fergie (@RichardFergie)
  • Set aside if there are issues (underperforming, well under budget), otherwise comes naturally over time. – Jason Stinnett
  • Depends on size of what I’m implementing. Some are smaller and natural, others are monsters & require planning. – Susan Wenograd
  • Both – if you don’t set some time aside for research, you’ll always be behind the curve and constantly react to competitors. – Francis Shovlin (@fmshovlin)
  • I use optimization to develop tasks for expansion. Then set times to do the expansion tasks. – Kirk Williams
  • Have to say, “both.” Most expansion comes naturally, but sometimes there’s a sea-change in client’s perspective. – Theresa Zook (@I_Marketer)
  • Usually comes naturally. However, if YOY reports are trending low / not meeting objectives it’s time to plan a sitdown. – Jake Waldrop (@Jakew1541)
  • Depends on how big of an expansion. If its something that can be done during a daily optimization I will. – Michael Knight (@MichaelAKnight)
  • Depends on the account. If it is a more established account it is natural. Pull SQ reports and find what you need to add. – Brady Roundy
  • Both – expansion ideas spurred by analysis, client comms, middle of the night brain sparks. – Andy Groller
  • After initial 3 – 6 months when new builds from scratch have died down, generally expansion comes from what I’m seeing. ie: new campaigns based upon SQRs, more audiences, etc. – Matt Umbro
  • Campaign expansion is often planned in advance and discussed with the client first but expansion ideas come up. – Jason James
  • Data dictates where expanding/segmenting would be beneficial. Product launches, etc. will spur a more sit-down type of plan. – Amanda Sides
  • ‘Both’ for me. For some clients the campaigns may evolve to expansion while for some it is a strategic decision. – Himanshu Dhumal
  • Seems some are talking about expanding current campaigns. What about expanding into new channels / audiences? – Andy Groller
  • Surprised to see so many naysayers, this is crucial! Without it you’re a rudderless ship guided by Q1 requests. – Andrew McCarthy

Q4: Are you actively trying new ideas/betas? If not, what is stopping you and if so, how do you fit the time in your schedule?

  • Yes! Trying new ideas is crucial for account growth and also client relations! – Matt Umbro
  • In PPC there are new ideas and old ideas. It’s very important to keep testing, or you may find yourself lagging behind. – Jonathan Maltz
  • I hate being stagnant. Push the envelope to get the best results possible for a client with new tests, betas, ideas, etc. – Andy Groller
  • Try betas all the time, some are great but sometimes feel like a guinea pig. – Robert Brady
  • Constantly, but we’re focused on testing for clients. For an average account owner, probably best to let the dust settle first. – Andrew McCarthy
  • It depends on the client and how much they are willing to do. Some do more than others, so its more about acceptance over time. – Michael Knight
  • Always Testing, Learning, and Growing. Set aside a portion of the budget just for testing. You don’t know until you try/test. – Olin Downs
  • Yes, absolutely. RLSA for Shopping in the UK for example. Time allocated based on estimated value of the beta to clients. – Jason James
  • Testing is always part of the strategy. Now betas… If Google will let smaller companies in on those then I’d use them. – Joe Martinez
  • I put together a monthly test plan & beta reviews for clients so we’re never stagnant. – Aaron Levy (@bigalittlea)
  • Try to test things w/ client whose account is most appropriate for the test/new feature first & apply from there. – Julie Bacchini
  • We implement Betas were it makes sense. We just roll that time into the monthly hours. – JD Prater
  • You can’t expect anything different without doing something different. So YES – new ideas and testing all the way! – Himanshu Dhumal
  • Yes, if it will help meet the client’s end goal… May implement for some, not all. Testing = Better Results (in the end). – Amanda Sides
  • I usually try a couple new tactics a month on the accounts I think will benefit the most from it. – Erika Schmidt (@erikapdx)
  • We have started talking w/ clients about planning for time to address changes & new features as reg part of their PPC mgmt. – Julie Bacchini
  • Yes, keep up with changes, but also avoid trap of getting sucked into the newest toy so we forget to keep up on the basics. – Kirk Williams
  • Yes. Testing = ongoing growth strategy. – Jake Waldrop
  • Constantly testing new betas if they’re a fit. If they’re a fit, then we adjust our schedule based on expected impact. – Francis Shovlin
  • Yes to test if relevant betas align with client goals and aren’t just the “new shiny”. – Nicole Mintiens (@Tregesy)

Q5: How long do you give new builds before optimizing? Once you do optimize what are your most frequent updates?

  • No real set time frame for either of these for me, as soon as there’s enough incoming data I’m optimizing. – Kirk Williams
  • It depends on the campaign, but it generally takes a few weeks of ramp-up at least. Some opts come before that, though. – Jonathan Maltz
  • New builds depend on data coming in. Sometimes right away for bids, a couple days for bids, a week for kws.. all depends. – Michael Knight
  • I don’t go by time, I go by data sample size. – Susan Wenograd
  • As long as it takes to get meaningful data–depends on acct size. Usually need initial bid adjustments. – Theresa Zook
  • Depends on volume of data. usual rule of thumb is at least a week unless data dictates otherwise. Bids and SQR are quick hits. – Andy Groller
  • Step 1: Build optimized campaigns. Step 2: Wait for significant traffic/results to accrue. Step 3: Optimize as needed. – Nicole Mintiens
  • I usually give new builds a good week or usually two before optimising. Big clients can be anything up to daily, smaller weekly. – Jason James
  • Check-in’s at 24H, 3D, 7D, and then weekly.Usually no major changes for at least a week, but that depends on impr. volume. – Andrew McCarthy
  • I stick to sample size as opposed to time. Optimizing on bad data is no bueno. – Jake Waldrop
  • Bid changes/SQR’s start the second we get data, keep tweaking until I find a sweet spot. Larger optimizations, depends on data. – Aaron Levy
  • When to start optimizing depends on volume of data. Sometimes 2 days, sometimes 2 weeks, sometimes 2 months. All depends. – Amanda Sides
  • I don’t follow standard times and schedules with PPC accounts. However, often the higher the volume the quicker the trigger. – John Ellis (@JohnWEllis)

Q6: Do you make use of the Search Funnels or Multi-Channel Funnels reports on a daily basis when optimizing? Why or why not?

  • I don’t know about daily, but MCFs are an integral part of understanding your traffic! – Jonathan Maltz
  • Not on daily basis. Maybe weekly; depends on acct and volume. – Andy Groller
  • Not yet, SF & MCF reports are an area I need to get more familiar with, tend to stick to the fundamentals. – Jason James
  • I guess what I’m getting at is if you take these reports into consideration for minor day-to-day stuff. – Matt Umbro
  • It depends on how much traffic were driving. Definitely make use of them on a weekly basis. – JD Prater
  • Don’t use MCF/SF’s daily, but get a lot out of ’em for longer term evaluations of top-of-funnel stuff (display, non-brand etc). – Aaron Levy
  • Yes, but depends on sample size. Also it has big benefits when working across channels (SEO, SMM, PPC, etc). – Andy Groller
  • Not daily–weekly. Many verticals show significant conv volume variations day to day. I’m looking for patterns.
  • Daily can skew data and optimization. Need larger data sets to see accurate representations for optimizing. – Michael Knight
  • Love them for LPO. If people need to come from three different channels before converting, how do I slim that down? – Joe Martinez

Q7: If there were one task you’d like to do more of on a day-to-day basis, what would it be and why?

  • Step back & think strategically for the long term. – Theresa Zook
  • Conversion Rate Optimisation (CRO) – optimising campaigns based on which campaigns, ad groups, keywords convert into sales. – Jason James
  • Plan out each day that morning. – Kirk Williams
  • Conversion rate improvement! Sometimes KW performance is just fine, but the site needs a lot of work. – Joe Martinez
  • CRO & LPO where applicable and helping to make some ugly babies (sites) winners of some beauty pageants. – Andy Groller
  • Landing page strategy. It’s easy to get caught up in all the ad options and forget how much you can do right on your own site! – Andrew McCarthy

PPCChat Sponsored by

CallRail is a call tracking platform that brings enterprise-level call analytics to businesses and agencies. CallRail makes it easy to track which marketing sources and keywords make your phone ring. We provide call tracking, recording, and analytics for PPC, SEO, web, and offline marketing campaigns. With CallRail, you can create tracking phone numbers instantly, get reports in real time, and increase your advertising ROI by learning which campaigns and keywords deliver valuable phone leads.

CallRail

Resources

More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.

Participants

Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• Paul Kragthorpe (@PaulKragthorpe)
• Aaron Levy (@bigalittlea)
• Agent Palmer (@AgentPalmer)
• Amanda Sides (@amanda_sides)
• Andrew Bethel (@AndrewPPC)
• Andrew McCarthy (@AmccartPPC)
• Andy Groller (@AndyGroller)
• Brady Roundy (@BradyRoundy)
• Erika Schmidt (@erikapdx)
• Francis Shovlin (@fmshovlin)
• Himanshu Dhumal (@himanshudhumal)
• Jake Waldrop (@Jakew1541)
• Jason James (@albinomedia)
• Jason Stinnett (@JasonStinnett)
• JD Prater (@jdprater)
• Joe Martinez (@MilwaukeePPC)
• John Ellis (@JohnWEllis)
• Jonathan Maltz (@MaltzPPC)
• Julie Bacchini (@NeptuneMoon)
• Leo Sussan (@lsussan)
• Mark Kennedy (@markkennedysem)
• Michael Knight (@MichaelAKnight)
• Nicole Mintiens (@Tregesy)
• Olin Downs (@olinjdowns)
• Richard Fergie (@RichardFergie)
• Robert Brady (@robert_brady)
• Sameer Hakim (@hakim_sameer)
• Stephanie Cockerl (@StephCockerl)
• Susan Wenograd (@SusanEDub)
• Theresa Zook (@I_Marketer)
• Timothy Jensen (@timothyjjensen)
http://www.pasta-recipes.com

Be Sociable, Share!

Tags: , ,

One Response to Your Day-to-Day PPC Management

  1. Richard Williams says:

    Thank you for this, it was just what I needed!! I’ve been in the field for a couple years, so relatively new. 🙂

Leave a Reply

Your email address will not be published. Required fields are marked *

Sponsored By

Recent Tweets



I am speaking at SMX East
PPCChat.co was rated one of the Best PPC Blogs by Boost CTR