This post was sponsored by Adzooma. The opinions expressed in this article are the sponsor’s own. Managing paid campaigns is a lot like driving a car: starts off overwhelming, but quickly becomes fun and second nature. The key to unlocking PPC account management is getting your workflow down, but there are some common pitfalls: Analysis Paralysis. Using mobile number list the wrong metrics to guide optimization efforts. No testing. Doing everything manually. Want to avoid these pitfalls and optimize your PPC workflow? This article will show you how. The secret is looking at paid campaigns holistically. Overcome Analysis Paralysis Analysis paralysis is the inability to act for the good of the account due to fear of not enough data. It often stems from not having confidence in the amount/validity of one’s data.
Learning periods for campaigns take 7-14 days in the best circumstances: You trust your conversions. Budgets and bids aren’t limiting volume. You aren’t in a restricted industry.. If your campaigns have been running for at least that long, you likely have some data to go on. Some brands will have less data due to budget/scope of the campaign, and so long as mobile number list you have at least 1,000 impressions, you should be able to act. On the flip side, you don’t want to get into the habit of making too many changes. Campaigns need their learning period. Day-to-day performance often leads to false positives/negatives. Consider scheduling a once per week “check-in” on your campaigns to audit them for success/opportunities to improve.
Use The Right Metrics To Guide Optimization Understanding what’s happening in your campaigns is the key to confidently owning your workflow. Metrics can be divided into: Directional: You need to go do a thing based on it. KPI: This metric directly impacts campaign and business success. Vanity: Nice to have/know, but ultimately not incredibly mobile number list important to action or success. Depending on the campaign objective and ad channel, certain metrics will change categories. For example, a search campaign is more focused on conversions/impression share/CPA against customer value, whereas a display campaign is more focused on impressions/brand lift/audience cultivation. It’s important to factor in benchmarks for each channel.