You’re paying an Adwords Manager to handle your PPC account. What is he doing?
Sure, you get an analytics report every month, and you may or may not understand it. Regardless, the analytics report is simply telling you the results of your campaign, not if your Adwords account is being actively managed. This post is going to show you how to figure this out.
To start, you should have read/analyze permissions from the firm handling your PPC account. If you don’t, stop reading this and email your PPC manager now.
It’s ok, I’ll wait.
Great, now you have access to your Adwords account. Let’s take a look at what is being done.
An actively managed account has changes being made on a regular basis.
Let’s take a look at what changes are being made. First, log into Adwords and look for “Change History” under the tools tab:
Click on “change history” and you’ll see this screen:
This list outlines all of the changes that have been made. If nothing has been done in 3 months, fire your Adwords manager. You’re paying for management that isn’t being done.
What if there are changes, but I don’t know what they are?
Let’s go through some of the changes that you should be seeing.
Your PPC manager is adding negative keywords.
This means that he or she is setting keywords that will prevent your ad from triggering. Want to keep people looking for “web designer employment?” Set “employment” as a negative keyword. This is what it should look like in your change history:
Your Adwords manager is finding new keywords to bid on:
Anyone that is going through the search terms that are triggering ads will find new keywords that could be valuable. Your manager should be adding them to your keyword list.
You’re seeing changes in the bid amounts”
Here you see that the manager is changing the amount that he is bidding for specific keywords, times of day, days of the week, or device. It’s important that the account have some changes made to eliminate waste.
Your ads are actually changing:
Your manager needs to split test your ads. There is going to be some magic combination of ad copy that drives the most business and the only way to find it is to test. If you don’t see “text ad changed” somewhere in the change history, you’ve either already found the holy grail or your manager isn’t doing his due diligence.
Are there any changes that you feel need to be constantly done in an Adwords account? Do you regularly check your account?