With so many things to remember for PPC management, some are eventually lost or forgotten along the way. Unfortunately, the ones you or your PPC management expert sometimes forgets are the simple and extremely useful ones.
PPC Hero shares with us three of these oft forgotten PPC management tips that should gain back their rightful spots in your priority list.
1. Changing forecasting using expected value. What is expected value or EV? It is the percentage chance that you or your PPC management expertthinks a change has in achieving its forecasted value which is then multiplied by the forecasted value. Whew. When you apply EV to forecasting, it helps make your numbers more accurate. How does this help? It lets you focus on tasks that are projected to have a higher Expected Value, even if it is just an estimate. Now, that’s managing effort in PPC.
2. Including forecasting in monthly reports. Reports are expected to have graphs, charts, comparisons, tables, and all sorts of quantified PPC management data. It has details of the past month’s performance and some expected actions for the coming month. What is missing? The forecast. More than the budget and the lead goals, the PPC management forecast should include in-depth analysis such as expected account performance based on seasonality, concluded tests if any and conversion rate optimizations. How does this help? It gives you and your PPC management expert an idea of whether your set goals are truly achievable based on something concrete.
3. Determining and sticking to lag conversion attribution model. Conversion lags vary depending on the account. For those that have a significant lag time, there is enough room for strategizing and optimization so make sure to take note of this in your reporting and account management process. It’s quite easy. Be consistent and remember: do not ignore the lag conversions.
