For many ages, princes, kings and queens a like have asked the question…  “What ARE the 10 pillars of Pay Per Click Campaign Management?”

Alas, today we will finally answer that question so you are properly equipped with the techniques and strategies to enhance your Google Ads ROI.

The TEN PILLARS are as follows:

1. Pillar #1 – Analyze queries like a madman (or man woman).  If you didn’t know, keywords and queries are NOT the same thing.  A keyword is a meer “suggestion” to Google.  Google will say, “thanks for the suggestion, pal… but we’re going to show your ads for who we think is most relevant (cough, cough… who will make us the most money…).  This is why you analyze QUERIES to add NEGATIVE keywords as often as possible.  No more just “letting the AI handle it”.
2. Pillar #2 – Manage budgets like a BOSS.  No more assuming Google will do the right thing with your money.  Instead, you want to separate campaigns out into buckets that make sense based on recent ROI, by campaign, as well as your company’s goals.  No more ads turning off early in the day, or running over budget halfway through the month,  It’s time to get serious about watching budgets and making sure they make sense.
3. Pillar #3 – Split Test Ads like Mad Scientist.  NO, using Responsive Search Ads is not enough.
4. Pillar #4 – Tweak bids based on conversion and ROI performance.  You should have HIGHER bids on your best keywords and lower bids on your lower performers.
5. Pillar #5 – Exclude irrelevant demographics.  No reason to advertise to demographic buckets that are non profitable.  And you can see ROI by each bucket in the reports.
6. Pillar #6 – Analyze Device Performance.  How do your campaigns perform on mobile vs desktop?  What is the weak link?   Work on optimizing so that no device is far worse than the other.
7. Pillar #7 – Retarget, retarget, retarget.
8. Pillar #8 – Optimize your landing pages.  Landing pages can make or break your success.  You should continually work to improve pages.
9. Pillar #9 – Upload offline conversion data.  If you convert leads to customers/clients offline, such as with a law firm, hvac company, or other non ecommerce business, then you need to upload data on which leads actually turned into customers.
10. Pillar #10 – Have the right mindset and attitude.  Don’t expect your ads to be PERFECT all of the time.  There will be good days, and bad days.  Good weeks and bad weeks.  Remember, the TREND is your friend.  Are you overall making more money now than you were 6 or 12 months ago?  Be greatful for when your campaigns create growth and profit, and be appreciative of your marketing teams!  They are people too and need a little love once in a while.