I know many of you readers out there don’t see it, but believe it or not, spring is on the way. With much of the US dealing with a polar vortex, many excuses or lack of knowledge will be made to avoid the annual spring cleaning. Now, PPC account clean-up does not actually require warmer weather. However, with the New Year upon us it’s nice to think that warm weather is on the way.
In addition to your regular optimizations, an account clean-up is useful for ensuring that your campaigns are in shape for the summer months and year ahead. So, take these tips and let’s clean up some PPC accounts:
1. Deal with the Keyword Mess.
By pausing keywords and ads that have contributed little to nothing over the last year, campaign structure should improve, which will lead you with better ROI.
2. Increase Your Quality Score.
Take a good look at what can be done to boost Quality Score; both in the short term by increasing CTR and landing page relevancy and in the long term, by improving overall account performance.
3. Revisit your Negative Keywords.
Consider whether the product offering or service of your website has changed over the past year or so. If it has, then take time to you take a look at your negative keywords and reevaluate whether they could now help your campaigns. Adding new negative keywords may also help when taking stock of your year’s goals.
4. Double and Triple Check Campaign Settings.
Segment your data with different settings and dimensions to see how performance varies – you may be surprised by what you discover. By making small adjustments to your campaign settings, you can discover the little things have been swept under the rug; small changes in PPC campaign settings can make a quick turn around. Also, don’t forget any targeting settings, bid modifiers, ad scheduling, and any tracking parameters.
5. Clean Up Old Ad Copy Tests.
It will be a manual task that involves judgment but is well worth the time. Shoot to have just one or two ads in each adgroup. The ads to keep are the ones with both the highest click through rate and conversion rate.
This spring cleaning checklist will help you make sure most of the crucial items in your paid search accounts are correct by making sure we limit errors or poor tactics. There are certainly more things to check, delete, pause, and review but hopefully we make sure you are off on the right foot.