Welcome to the Best SEO Podcast! Ep. 546
The Best SEO Podcast by Bestseopodcast.com Having 1st aired in 2009, with over 3.6 million downloads in 100+ counties, “SEO Podcast, The Best SEO…
Paid Search & Ads
12 Tips Successful PPC Managers Do In The Morning by Pauline Jakober #326
How can you ensure success for your PPC campaigns? This week Chris and Chuck discuss "12 things successful PPC managers do in the morning" by Pauline Jakober at Search Engine Land.
Key takeaways
- Add negative keywords daily to avoid paying for irrelevant clicks, especially on large budgets.
- Exclude irrelevant Google Display Network sites and add managed placements where your audience actually browses.
- Check ad spend daily to catch overspending, underspending, or expired payment methods before they waste budget.
- Track the threshold of pain by digging into analytics before pausing campaigns that may assist other conversions.
- Newly launched campaigns need daily review for the first few days to catch missed settings and add negatives.
no two PPC accounts are alike. So, when you're putting together your morning routine, you may find the need to add a few steps based on the needs of the account.
About this episode
How can you ensure success for your PPC campaigns? This week Chris and Chuck discuss "12 things successful PPC managers do in the morning" by Pauline Jakober at Search Engine Land. Columnist Pauline Jakober believes it's all about learning good habits and describes her agency's daily morning routine.
Questions this episode answers
What should PPC managers check every morning?
According to the article covered in this episode, managers should add negative keywords, exclude irrelevant display network sites, check ad spend, track leads, review top spenders, get a bird's eye view of the account, verify ad positions, track the threshold of pain, follow PPC channel performance, read AdWords alerts, identify spend fluctuations, and watch newly launched campaigns.
How often should smaller budget PPC accounts be reviewed?
The hosts note the article is geared toward high-level, larger budget accounts. For clients spending under two or three thousand dollars a month, they suggest these 12 tasks may not all be needed daily but should be done at least weekly if daily review is not possible.
What is the threshold of pain in PPC management?
The threshold of pain is the point where you are nearing the edge of comfortable spending on a campaign, ad group, or keyword. Before pausing, the recommendation is to dig into Google Analytics to check for assisted conversions, since pausing could cut off part of a conversion funnel.
In their words
when you're working with clients that have clicks and hundreds of dollars, you can't afford to let junky keywords slip through.
Host
once the campaign or ad group or keyword is nearing the threshold of pain, the edge of where we're comfortable spending money on it, we then dig into Google Analytics to see if there are any assisted conversions happening. If everything looks blah, then we go ahead and pause it.
Host
the first few hours and days are often the most critical for newly launched campaigns.
Host
Terms defined in this episode
- Negative keywords
- Keywords you exclude from a PPC campaign so your ads do not show for irrelevant searches, preventing wasted spend on clicks that are not relevant to your business.
- Google Display Network (GDN)
- Google's network of sites and apps where display and remarketing ads can appear. Irrelevant placements, including mobile apps, can drain budget through accidental clicks.
- Threshold of pain
- The point in a PPC campaign where spend on a keyword or ad group approaches the limit of acceptable investment without clear returns, triggering a deeper analytics review before pausing.
- C-cubed (Conversion, Conversion, Conversion)
- A framework mentioned by the hosts tracking three conversion stages: clicking an ad, completing an on-site action like a form fill, and ultimately becoming a paying client.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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