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Friday: PPC Quick Check
Every Friday from now until the end of Your SEO Plan, we’re going to ask you to
check in on your PPC campaign. This weekly Quick Check will ensure that your cam-
paign doesn’t go dramatically out of whack over the course of a month. We estimate
that your Quick Check will take about 15 minutes, but today you get a whole hour
since it’s a new process for you!
Here are the steps to include in your PPC Quick Check:
• Log in to your PPC account.
• Check your total campaign spending so far for this month. Is your campaign on
track to spend your monthly budget on schedule? If you’ve set your daily budget
appropriately, it’s difficult to spend too much—but bugs on PPC engines are not
unheard of. You should also keep in mind that spending too little can be just as
bad as spending too much; you want to be right on target. If your campaign is
low, you may wish to add more keywords or increase some of your bids. If your
campaign is high, reduce bids or remove or disable keywords.
• For each keyword category, figure out how to sort the list of keywords by total
amount spent. Some keywords are going to be naturally more popular and costly
than others, so it’s probably not realistic to expect that your spending will be
distributed evenly among the keywords. If one or two keywords are using up too
much of your budget and you don’t think they’re converting well enough, you
may wish to temporarily disable them or lower their bids. Some keywords with
extremely high click-through rates may need to be checked on a daily basis. If
you’ve found a keyword that is gobbling up your entire budget, consider moving
it into its own category so that you can watch and manage it more closely.
• If you are testing multiple ads for some keywords, review which are performing
better. See Chapter 9 for more information on running a multiple-ad test.
• PPC engines are often so good at reporting that you won’t need to do much doc-
umenting elsewhere. But until you get the hang of PPC, you may want to make a
note of any changes to your account in your Task Journal.
Add robots meta tags to pages on an as-needed basis.
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