Today Search Marketing Now hosted the webinar “Taking Over an Existing PPC Account: Best Practices”. The webinar was sponsored by Marin Software and presented by Josh Dreller of Fuor Digital. This webinar was wonderful as it was one of the first webinars I’ve watched that spoke directly to agencies!
After Dreller warned his attendees to not get stuck in the existing PPC account’s current way of thinking, he presented his “Best Tip…
Don’t Assume Anything”! Dreller said that when you take over an existing PPC account you need to first think about:
“Why Was the Account Moved?”
Partners changing (on either side)
Deeper than that?
Poor account relationship
*Most often it’s due to bad results – not meeting business objectives
After determining and understanding why the account was moved it’s time for the “Quick Audit”. Dreller’s quick audit includes answering the following questions:
What’s the current budget?
What’s paused/ active?
What are the most recent KPIs?
Where is the month going?
Basic M-o-M, Y-o-Y history
When did this account begin?
Recent change history?
Are any 3rd party tools being used?
After giving the PPC account the quick audit, Dreller recommends asking “The Big Question: Should you start a new account?” Because every account is different, Dreller didn’t give a yes or no answer, but instead listed the pros and cons of starting a new account which included:
New chance at Quality Score
Won’t be misled by previous missteps
Lose historical data
Lose good quality score
Editorial issues to resolve
Change of 3rd party tool syncs
New logins and other minor logistics
Once you’ve decided the answer to the Big Question, Dreller suggests that it’s time for “The Deep Dive”. This is when you should deeply analyze:
Campaign/ Ad group structure (is it segmented correctly)
Budget Caps (How much)
Once the PPC account has been carefully analyzed Dreller said you’re ready to “Gather the Rest of the Info” by determining:
Resources and finally
Meet with Teams
Then Dreller told his attendees to “Create Your Action Plan” by following the “Paid Search Account Phases”:
And finally Dreller listed his “Best Practices” when taking over an existing PPC Account which included:
Build out a large keyword list… you can always parse down
Have tight ad groups with highly relevant ads
Send users to the best landing pages
Utilize match types effectively including negatives
Leverage the campaign settings such as geotargeting and dayparting
Try A/B or even multi-variate testing
Use 3rd party systems for centralized reporting, management efficiency, and bid optimization
Watch your quality scores but don’t obsess over them
Understand what works from a keyword position standpoint