Are you relying on automation to manage your client’s paid search efforts? If so, you’ve been saving yourself time and effort, but costing them campaign effectiveness. According to Search Engine Land, you can’t just establish a pay per click (PPC) campaign and then leave it be. You need to check on it regularly to ensure it's getting the results your clients expect. And you don’t want to make your client handle their paid search analytics all by themselves, do you?
Are You Helping Clients with Paid Search Analytics?
Search Engine Land recommends running at least weekly paid search analytics on your client’s campaign. Here are some paid search analytics tasks you should be running regularly:
Get Rid of Irrelevant Aspects
Paid search components that are irrelevant to your client’s campaign and goals aren’t doing their optimization score any favors. If you have automation or machine learning aspects set up to help you update your client’s campaign, a few irrelevant aspects might sneak in. It's up to you to weed them out. Once you’ve done that, not only will your client’s optimization score be boosted, the machine learning system’s algorithm will be trained to offer better aspects going forward.
Check on the Pace of the Budget
Before you launch your client’s campaign, they decide on an investment strategy that works best for their budget, right? Checking on the budget pace regularly is the best way to determine if your client’s goals are being met. Another Search Engine Marketing article says that, “Fluctuations in spend that deviate from expectations highlight that an unanticipated change has occurred and can have a critical impact on performance.” Overspending means that the campaign now has less money to work with going forward. Underspending means that you’ve missed potential opportunities. You know how you keep that from happening? Check on the pace at least weekly to make sure everything’s going according to plan.
Prioritize High Conversions
Sometimes your client’s campaign doesn’t yield the results you both anticipated. Some parts that they’re investing less of their budget in may have higher conversion rates than the ones they’re dedicating more money to. By checking conversion rates regularly, you can ensure budget is being dedicated to the most effective parts of the campaign.
Update Search Terms
Keywords that consumers use to find the products and services your client has to offer change regularly. The only way you’re going to keep your client’s content at the top of search results pages is by performing regular paid search analytics on industry keywords. Then compare those keywords to the ones you've set up in your client’s campaign. Are there irrelevant keywords? Get rid of them to save money. Are there keywords performing well that your client doesn’t have included in their campaign? Bid on them with the money you saved by removing irrelevant keywords.
Check on Display Placements
Paid search ads are worth nothing if they’re not located where they can easily be seen by consumers. “If not checked regularly,” says Search Engine Land, “display can be quickly taken over by low quality or irrelevant placements.” So, you need to verify where your client’s display dollars are being spent in order to ensure they’re getting the most out of their ad dollars.
Run a Digital Audit
Want an easy way to run paid search analytics and get an update on your client’s digital presence? Run a Digital Audit on AdMall by SalesFuel on them. In less than a minute, the Digital Audit will:
- List your client’s digital advertising, local search, search engine optimization, social networking, and incoming website traffic
- Compare their use of digital advertising to the customers who intend to buy what they’re selling within the next year
- Compare your client’s digital presence to that of their top local competitors
Use that data to make the changes necessary to optimize your client’s campaign.
Photo by Daniel Thomas