When I train new PPC hires, one of the questions they often ask me is, “How long does it take to get a PPC campaign running well?” It’s a fair question, and the answer isn’t what you might think.
A good PPC campaign takes time to set up. It’s not immediate like Google Adwords would lead you to believe:
Here are 6 milestones that will take you on your way to a well-run campaign.
Doing your homework is a must. Guessing at keywords and creating one ad that lands on the homepage is not the way to approach PPC. You’ll need to think about campaign goals first, and then do your keyword research.
Campaign structure is also vital for success. Plan for expansion, and create campaigns and ad groups that will make management and reporting easier.
If you don’t measure results, how will you know if the campaign is running well? Tracking setup can be very simple, using only Google Analytics or the engine conversion tracking scripts, or it can be ridiculously complex, with content marketing and CMS integration, call tracking, social media, and other integration elements.
Set aside time to get the tracking right before you launch. Inaccurate tracking is worse than no tracking.
Whether you’re in an agency dealing with clients, or in-house with a boss or CEO, someone will need to approve your campaign before it goes live. Chances are you’ll need someone else to set up the tracking on the website, too. Allow time for approvals – in my experience, a 2-day turnaround is lightning-fast, and it frequently takes a week or more for all approvals and tracking codes to be installed. Work that time into your launch plan.
And if you’re creating new landing pages, plan on at least a month to get them up and running. Even with marketing automation, I’ve found it takes several weeks to create new pages, QA them, and get them ready for traffic.
One of the great things about PPC is its immediacy – you can start seeing data right away. But just because you can see data the first day doesn’t mean you should act on it.
Use the first days of a new campaign to trouble-shoot: ad disapprovals, broken links, and tracking issues are some of the roadblocks that can crop up in the early days of a new campaign. You should definitely look at the data to spot these challenges and fix them as soon as possible.
But don’t fall into the trap of viewing performance after a couple of days or weeks and making huge decisions on it. Most campaigns need at least a month to really get a feel for performance. The first couple weeks will have huge swings in key metrics – so it doesn’t make sense to decide the fate of keywords and ad copy while things are going back and forth. Give it time.
Campaign optimization should be ongoing, of course, but it’s in the first month or two that the most learning happens. You’ll probably find a couple of keywords and ad variations that perform terribly. As long as you remove them quickly, usually there’s little to no harm done. Fail fast and learn fast should be your motto.
Reporting is another way to get your campaign performing well. In a report, you must show results, highlight key wins, and point out issues and problems. Even though you’re looking at your PPC data on a regular basis, you’ll probably see something in the first report that you didn’t notice before. And that’s ok.
I always tell clients that their first report is going to be their worst report in terms of performance. It’s the baseline by which future performance is judged. And a good PPC report will facilitate a conversation between you and your client or boss that will help you get the campaign to perform better in the future.
Work toward these milestones as you set up your next PPC campaign. What milestones do you look for in a new campaign? Share in the comments!