7 Dos & Don’ts for Taking Charge of Your PPC Program (Again)

7 Dos & Don’ts for Taking Charge of Your PPC Program (Again)

Over the previous weeks, we’ve seen main financial modifications as a result of coronavirus and related lockdowns.

Consequently, some corporations are reluctantly letting go of their pay-per-click (PPC) advertising companies and bringing these duties again in-house.

In different instances, corporations are making cuts to their advertising groups and shuffling duty for PPC to different crew members.

Whatever the trigger, many skilled entrepreneurs – who haven’t been palms on with PPC for a few years – are actually discovering themselves with that duty once more.

These entrepreneurs are actually scrambling to get again up to the mark.

If you end up in that state of affairs, listed below are some dos and don’ts that can assist you get your footing.

1. Do Get Lean

Start by taking steps that may make managing these accounts less complicated and simpler.

Look at Your Ad Schedules

If your organization at the moment has advertisements turned on on a regular basis, it’s not a foul thought to tighten these schedules till you get a deal with on issues.


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Reduce schedules to these days and occasions which might be your finest bets.

For instance, it’s possible you’ll wish to cease operating advertisements on weekends if these are traditionally much less productive.

Tightening up these schedules may also assist alleviate stress to watch these accounts 24/7.

Turn Off Broad Match Keywords to Limit Your Ad Spend

Or restrict broad match solely to sizzling income producing campaigns reasonably than improvement centered campaigns.

Again, it will assist to alleviate stress and maintain spending below tighter management.

Tighten up Location Targeting

Again, that is the time to focus in your finest bets and maintain issues easy – not less than till you get a greater deal with on issues.

2. Do Act Fast

This will not be the time to ease into issues slowly.

An unmonitored PPC account can expertise unpredictable upticks in spend rapidly.

So make a behavior of checking your advert spend each day and getting on it straight away.

And by each day, I do imply each day – even when it’s only a fast peek.


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You by no means know when Google’s algorithms will throw issues out of whack.

Alternatively, you may arrange a each day finances monitoring script.

This will prevent from having to log your account on daily basis to have a look.

You may wish to decrease your each day finances for peace of thoughts.

Remember, even in case you set your each day advert finances to most $100 (as a easy instance), you may, in apply, spend greater than that every day.

In case you missed it, in 2017 Google Ads modified its guidelines in order that your campaigns can spend as much as twice your common each day finances.

The “max each day finances” is now calculated over the course of a month, not daily.

You received’t go over your month-to-month charging restrict (which is the common quantity of days in a month multiplied by your common each day finances), however you would possibly go over your each day restrict on sure days.

If all this makes you nervous, think about decreasing your each day advert finances from $100 (for instance) to $75.

3. Don’t Expect Exact Match to Be Exact

Depending on whenever you final had your palms on a PPC account, you should still assume of “precise match” (as a Google Ads key phrase matching possibility) as precisely that – a precise match.

In different phrases, a match has to incorporate the desired key phrases, solely these phrases and in the identical order for a precise match to be made.

Ah, the nice ‘ole days!

Unfortunately, that is not the case.

Google has up to date its precise match guidelines to permit shut variants.

Those variants permit for modifications in phrase order or slight variations in spelling.

And since September 2018, precise matches now permit for key phrase variations that share the identical which means.

(If you’re trying for a extra in depth examination of this matter, Melissa Mackey has an ideal article about it: Close Variants Are Like Click Fraud – Here’s Why.)

4. Do Ask for Help

Does all this sound overwhelming?

Consider reaching to your former company for assist.


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Sure, it’s possible you’ll not have the ability to hand the controls over to them like earlier than however maybe you may work out a bare-bones association.

After all, the present financial local weather could be very fluid.

Some PPC companies may be blissful to tackle new or former purchasers with modified work preparations.

5. Don’t Panic

As you’re relearning to handle these accounts, count on to get some surprises.

You may even see a very giant each day advert spend.

Or it’s possible you’ll establish campaigns that appear like whole duds.

But no matter you encounter, resist the urge to panic.

Maybe you merely want to regulate down your finances to deal with how Google manages each day budgets and to maintain issues extra snug.

And possibly that dud of a marketing campaign isn’t a dud in any respect.

Do some digging, and it’s possible you’ll discover there’s a difficulty on the group or key phrase stage that you may repair.

So when these sorts of issues come up, take a deep breath and do some digging.


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Base your choices on information, not intestine reactions.

Otherwise, you would possibly simply make issues worse.

6. Don’t Shut Down Your PPC Account

Given every thing I’ve written right here thus far, you may be tempted to close down your organization’s PPC account to keep away from all the effort.

That could be a foul thought.

At a minimal, you’ll miss out on Google’s $340 million ad credits program.

This program will give advert credit to all small and medium measurement companies which have had energetic accounts over the previous 12 months. (Although admittedly, some of the main points of this program stay murky.)

At worst, you’ll set your organization and its PPC program again considerably.

You’ll not solely miss out on new alternatives, you’ll additionally open the door to your rivals.

Further, whenever you finally reopen the account, you would possibly end up with an enormous clean-up job, decrease click on volumes and better prices per click on.

(In concept, you shouldn’t expertise greater prices per click on whenever you reopen a closed account.


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But in apply, it’s one thing we see time and again with shopper accounts.)

7. Do Stay Positive

Depending on the trade you’re in, issues would possibly look dire.

But keep in mind, our present state of affairs received’t final perpetually – and hopefully, you’ll have the ability to get again to working together with your company or develop your advertising crew once more quickly.

In the meantime, use these dos and don’ts to maintain your sanity and keep the course.

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Featured Image: Dreamstime.com

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