Do you know what PPC management is really all about? Keyword research? Creatives? No. It’s about being able to deliver results with minimum effort from your side.
It’s about being a true detective.
It doesn’t mean that there would be no hard job. Yes, but life should be boring so it’s not a job – it’s an interesting investigation. And of course, you always reward yourself at the end of the day.
Your PPC decisions can lead to the business making a fortune or losing everything. Most of the business at some point begin to do philanthropy. They help to build new homes in rural Indian areas, send medicine and food to Africa etc.
Each new PPC success is life changing.
And you are the one who influences that.
The great thing about PPC is that you get to learn so many different businesses. You have to learn clients business in depth to deliver results. Unlike most of your peers, you became an expert in so many areas which is really great.
Our mission in UAWC which stands for the United Army of Wonderful Creatures is to create a unique and effective learning environment. We want the world to know that the best PPC managers are in Ukraine.
So how to deliver results? Over the past 8 years, we have created a system which delivers a positive return on ad spend for most of our clients.
First of all few things on how we organize the process.
- We work in Basecamp. Each project has to-do in a Basecamp. To-do description has information about budget and link to the project strategy doc. Also each to-do is subdevided into 2 blocks – hypothesis which are in test and to-do/ideas.
- We work in teams. Each team has a separate Google doc where all projects, as well as project goals, are listed.
That’s all. So what is the process? On the surface it’s very simple and straightforward:
The real heart of this process is a weekly check and I will focus on in this article. Before that let’s examine all other 3 aspects:
Two-step Onboarding set up and strategy assessment.
Step 1. Onboarding call with the client to define goals and fill strategy draft doc
Step 2. Set up campaigns based on checklist.
Daily check. Once we created campaigns and defined goals we need to make sure that we are moving in the right direction. Each PPC manager creates a personal dashboard in dashthis where he can see performance of all his PPC accounts on a 1, 7 and 14 day period.
There are two main goals of daily check:
- Control budgets – make sure that campaigns are live and we are not overspending.
- Check if there are any significant dows in revenue or cost per conversion. Based on the law of small numbers it’s ok to have drops and downs. But if there is a steady drop in performance 3 days in a row, we alarm team lead so we can react accordingly.
Ping client on Friday.
We perform frequent light way touches pinging clients at least once a week. We send them feedback based on this draft. It does not report – it takes 2-3 minutes to create such ping. But it keeps everything in order in Basecamp as clients have constant access to every project.
PPC management is about being able to find the highest frequency hypothesis which really influences the sale. It’s about hard thinking – not about robotic bidding behavior.
To reach clients goals we follow this process:
Let’s breakdown the process step by step:
- Test your previous hypothesis and write learnings in a strategy doc. Before you would make any new assumptions you need to check how your previous hypothesis worked out.
- Check if we achieved the goal. If yes, the client might already be happy and all you need to do is to perform a minimum effective dose from our light checklist. At the same time, the account manager will jump on a call with the client to determine new interesting and challenging goals.
- If the goal is not reached make a list of hypothesis. Write any ideas, even those which might be stupid. The idea is to follow your creative flow and think on all possible way to achieve your goal. We have created specific audit templates, both for Google and Facebook. You can just copy paste these templates and find all possible ideas for your project.
- Determine 1-2 hypothesis which in your opinion would have the biggest influence on results. If you have troubles with choosing the right hypothesis, prioritize with ICE scoring
- Take action
The main goal of the Weekly check is to determine the highest frequency hypothesis which have the highest influence results. It’s very easy to start doing some boring routing tasks – but usually, it’s useless.
Be clever. Be Sherlock! Think what 1 action will have the highest influence on clients and test only this assumption! Forget about not important details.
Sometimes we determined the winning hypothesis and increased revenue by 10x working on account only a few hours a month. But it took us some time to come with such an assumption. We did brainstorming together.
To summarize – if you follow the system it will work for you and simplify your life. Be clever and proactive – instead of doing boring repeatable tasks discuss how you can automate and achieve more with less. Be a true detective.