Goal setting in PPC management can be quite challenging especially at first. Starting fresh is well… refreshing but in PPC, it also means that there is no historical data to work with. What works for other accounts might not necessarily work for this new one. So it’s back to trial and error again which can eat up a lot of time, not to mention resources.
The question of the day is: How do you set new goals in PPC management? What data can you use as reference? Where do you begin?
Sometimes, even so-called PPC management experts falter at cases like this.
But fear not.
The folks at PPC Hero have some PPC management tips to share on dealing with new accounts. Here are three questions that can help you get to the right answers.
1
1. What trends can I immediately identify? For example, are there monthly dips in performance that indicate seasonality issues? What is your record of click-through rates over the past year? What about your conversion rates? Do not just focus on the clicks. Using answers to these questions, you now have a reference when reviewing your account’s history. Usually, you can start with the aspects of your account that has been underperforming. These should be the first priorities when setting your PPC management goals. And remember: start conservatively and reasonably.
2 2. How is my average metrics? As mentioned earlier, reviewing past performance can help you make changes or optimizations that are reasonable. Drastic swings in PPC management are just that—drastic. Working on a new account is often really tedious at first but if you take a snapshot of all your monthly metrics, it will be easier for you as you go along.
3 3. How do my ads look? Pinpoint the general messaging, visual handle and call-to-actions of your account in the past year. Afterward, find out which one has been most successful. Is there any type of ad testing that was implemented? For example, if the general messaging leading to the call-to-action is somewhat weak, then perhaps you can start testing new ad copies that are stronger and more compelling. Another question worth asking: how many ads are running in each group? Part of the whole PPC management process is to determine whether you need to narrow down the number of ads or run more of the type that best serves your account.
