a framework to prioritize all ppc activities · • manages the day-to-day ppc campaign...
TRANSCRIPT
Wijnand MeijerCo-founder & CEOTrue Clicks NL
A framework to prioritize all PPC activities
[email protected] | linkedin.com/in/wijnandmeijer
Setting priorities as a team and as a specialist
The team
Mon
itor
ing
(dai
ly)
Urgent issues
Errors
Disapprovals
Anomalies
Expected budget deviation
Query mining
Activity
Aud
itin
g (w
eekl
y) Essentials
Cost-saving opportunities
Growth opportunities
Account hygiene issues
The specialist
3
The Team: Introducing Andrew Miller’s accountability triangle
The Team: Assess your own triangle
The Specialist: Introducing our Prioritization Framework
The Specialist: Free tools and scripts to make sure you don’t miss anything
2
1
4
Today’s topics
But first, some definitions
Some definitionsAccountability: This belongs to the ONE person who has the “ability to count” – who is tracking the progress and giving voice (screaming loudly) when issues arise within a defined task, team, function or division. It doesn’t mean he or she makes all the decisions (or even any decisions) – which is why people often talk about leaderless teams. However, someone must still be accountable.
The rule: If more than one person is accountable, then no one is accountable and that’s when things fall through the cracks.
Responsibility: This falls to anyone with the “ability to respond” proactively to support the team. It includes all the people who touch a particular process or issue.
Authority: This belongs to the person or team with the final decision-making power.
One-page tools to assess current accountability
• Function Accountability Chart (FACe)
• Process Accountability Chart (PACe)
scalingup.com
The Team:
The PPC accountability triangle
The PPC AnalystAccount managerPPC ConsultantPPC Specialist
Introducing the 3 key players
Source: Andrew Miller - Improve Your PPC Team's Accountability
• Manages the day-to-day PPC campaign optimization.
• Provides regular reporting and tracks progress towards campaign objectives.
The PPC Team ManagerPPC Team LeadDirector of Paid (Search)Head of PPC / Paid
Introducing the 3 key players
• Coaches and supervises a team of PPC Analysts to accomplish client objectives.
• Responsible for overall performance but usually not involved in daily campaign management.
The ClientCMOMarketing DirectorE-commerce Director“The advertiser”
Introducing the 3 key players
• Provides the overall business objectives and pays the bills.
• Usually has authority to hire and fire agencies or in-house teams.
Accountability flows in all directions
Analysts are responsible for results
Managers are responsible for process
Clients are responsible for feedback
The Team:
Assess your own triangle
The complete accountability triangle
• A total of 19 ‘deliverables’ flowing in all directions.
• Are you tracking how each player is performing on these deliverables?
• Do you have a plan or system for each player to improve their results, team and feedback?
• Improving on these 19 deliverables will inevitably lead to both higher client as well as employee satisfaction.
First step:
Take Andrew Miller’s self-assessment (per client team if you’re an agency) on: go.trueclicks.com/team
Honest self-assessment
The Team:
How can the manager and the advertiser improve?
Improve the team
• Provide training and coaching.
• Write clear job descriptions and review performance accordingly.
• Have an open-door policy.
• Align process with company objectives.
• Don’t direct people, train them to self-direct.
Helpful tools
HR Project Management
Improve feedback
• Set realistic, measurable goals.
• Provide timely approvals and feedback.
• Understand that digital marketing can’t solve every business problem.
• Show appreciation for your PPC team’s effort.
Helpful tools
+ Project Management
The Specialist: Introducing our
Prioritization Framework
The TrueClicks Framework™
Monitoring (daily)
Urgent issues
Account down
Broken / out of stock
landing pages
Conversion tracking down
Errors
Conflicts
Accidental mistakes
Empty elements
Active Standard Text
Ads
Disapprovals
Disapproved ads
Disapproved extensions
Disapproved keywords
Disapproved feed items
Anomalies
In cost, conversions,
etc.
Expected budget
deviation
Compared to (monthly)
target budget
Query mining
N-gram analysis
Mismatches
Promote queries to keywords
Activity
Number of recent human
changes
Quality of recent
changes
Auditing (weekly)
Essentials
Tracking
Landing pages
Quality score
Basic ad testing and extensions
Granular ad groups
Cost-saving opportunities
Applying negative &
exclusion lists
Underperforming segments
Underperforming targeting
options
Growth opportunities
Impression & click share
Unused extensions
Top of page visibility
Audiences
Unused targeting options
Responsive Ads
Account hygiene issues
Duplicate keywords &
ads
Consistent naming
convention
Non-serving keywords
Monitoring for issuesSo you can fix them right away
• When: at least daily
• How: With scripts and/or tools, not humanly possible (or humane if it was possible) to do this daily for all ads, keywords, etc.
• Output: alerts by email (+ Slack/SMS) when issues arise + a daily updated dashboard with clear pass/fail status
Urgent issues Disapprovals Errors
Query mining
The categories
Monitoring for changes
Anomalies Account activity Budget deviation
So you can correct course if needed
• When: at least weekly for medium/low volume accounts, daily for high volume accounts
• How: built-in comparison tools, daily/weekly updated dashboards (e.g. Data Studio), scripts and/or tools
• Output: quantifying the (lack of) change and explaining it. Human touch: next steps to make it better (if needed).
Auditing
Essentials Cost-savingopportunities
Growth opportunities Account hygiene issues
So you can find waste and opportunities
Human audit:
• When: at least quarterly
• How: checklists, scorecards, templates
Output: scores & specific recommendations.
Bonus output: expected impact of implementing the recommendation, expressed as: savings in time, savings in money, expected increase in clicks, conversions or revenue.
Automated audit:
• When: as often as it can provide new insights (e.g. weekly for dynamic accounts)
• How: built-in recommendations, scripts, tools
The Specialist: Free scripts and tools to
speed up your work
Monitoring for issues 1/2Which free tools and scripts can keep on eye on these things and alert you?
For a complete list of free and paid solutions see my PPC StackScapes overview
Urgent issues
Large scale link checker
Scan your landing pages (e.g. “out of stock”)
Check if account is offline
Errors
Negative keyword conflicts
ETA transitionhelperSpell check your text ads
"Screw up" checks
Monitor offensive videos (YouTube) to exclude video placements
Recommendations àRepairs
Costly errors checker
Monitoring for issues 2/2Which free tools and scripts can keep on eye on these things and alert you?
Query MiningDisapprovals
Delete all disapproved ads
Email notification preferencesDo this at the highest MCC level and select your accounts
Recommendations àRepairs
Disapproved ad alert
Monitor close variants
Find n-grams
Same query in different ad groups
Google Merchant Center disapprovals
Make exact match exact again
Adjective analysis
Monitoring for changesWhich free tools and scripts can keep on eye on these things and alert you?
Budget Deviation
Set recurring monthly budgets
Activity: no free automation available based on the change history, except automated rules
Anomalies
Account anomaly checker
Custom alerts
Insights from Intelligence
Explanations (beta) Campaign groups performance targets (Clicks à Spend)
AuditingWhich free tools and scripts can generate an actionable analysis?
Essentials Cost-savingopportunities
Growth opportunities
Account hygiene
Recommendations
Recommendations
Recommendations
Recommendations
Keyword cleanup
Label duplicate ads
Keyword labeler
Campaign-level Audiences Transition
Master negative listAccount auditor
Underperforming GDN placements
Quality Score trackerEvaluate Quality Score factors in bulkLabel and pause losing ads
Increase bids on cheap conversions
Next Steps
The PPC Analyst
• Discuss assessment results with your manager.
• Take advantage of available (free) solutions to quickly spot issues and opportunities.
• Perform quarterly audits on each other’s accounts (not your own).
Next steps
The Team Manager
• Fill in the self-assessment with your team.
• Set up processes and tools to improve the weak and average areas.
• Perform another assessment in 3 months to compare results.
The Advertiser
• Discuss relevant parts of assessment results with the team manager.
• If needed: make goals clearer, more realistic and better measurable.
• If needed: improve speed and quality of feedback and approvals.