It’s that time of the year again, folks! Along with clearing out your Holiday decorations and putting your gift wrap paraphernalia back into their respective boxes, it’s also time for your annual new year analyzations!
I know most of us would rather prolong the holidays but a real PPC management expert knows how important it is to sit down and analyze a year’s worth of PPC data. So we came up with some tips to help you shift through a load of information and concentrate on what matters most.
First, take a look at your data from a third person perspective. Name your top performing campaigns and list your most productive keywords. PPC management dictates that high performers should be put into action during your slowest months to help you get by. Also, if you have been in PPC for a few years, take time to compare your data annually – see how you have been performing year after year to know if the tools you are using are helping you progress.
If you’re not really into numbers (like many people) try a visual approach in viewing your data. Graphs and charts make it easier to analyze data because you can actually see it, rather than confusing yourself with endless numbers. PPC management should be made easy as pie (no pun intended).
Look for negative trends that happen every year and act before it happens on the next. Have sales dipped during winter for the past three years? Then start this year’s winter season with your most productive keywords and campaigns.
Lastly, take a look at how the competition is doing. If you’re in AdWords, click on the Opportunities tab to see how you fare against your competitors. Data should reflect that you are right up there with your top competitors in these categories: impressions, clicks, average position and click through rate.
Whatever the results, you should have a good idea on how to optimize performance this coming year, based on the things you did right and wrong in the past year. Start the year right with improved PPC management! Good luck!