The 5 Most Underrated PPC Management Tasks

5 Most Under rated Tasks For A PPC Manager:

✅Split testing of RSA’s. Most accounts I’ve reviewed have no RSA split tests. The previous agencies somehow think it’s smart to run only 1 ad and just “let the AI decide”. This is a horrible idea as it causes ad fatigue to set in and there is no effort to move the needle of CVR on your ads.

✅Ad group level negatives – Most PPC managers only add negatives to the account or campaign level, however there can be extreme value in adding them on the ad group level for specific times when you need to stop cross ad group cannibalization/cross matching. This keeps Google from pulling the wrong ads for a particular search. (Yes, the AI isn’t THAT good, not yet..)

✅Lander split tests – Most PPC managers never get involved in landing page optimization and this is a huge mistake. Whether it is improving your landing page by introducing more trust variables, better CTA’s, or an improved USP, a hard hitting lander can make a world of difference in your campaign results.

✅Device level optimizations – Reviewing conversions/ROAS/CPA by device can uncover massive opportunities. You may find that one device way outperforms another, at which point you can : a. split campaigns up by device and budget/bid accordingly, b. bid up/down by device, and/or c. optimize the lower performing device cohort.

✅Cold vs Warm targeting – The modern ad platform wants to cannibalize off your brand/warm traffic, so they do not want you to split up warm vs cold. A smart PPC manager will make sure that warm and cold targeting is split up clearly in campaign architecture so you can budget and optimize accordingly. This ensures you are driving incremental growth instead of just cannibalizing off of your existing brand equity.