When you have been working in the same PPC account for a while, you might begin to miss certain things. Getting a fresh set of eyes on an account will help spot the obvious errors or improvements that need to be made.
Let’s take a look at some of the things you will need to do in order to make quick wins, if you are new to an account.
The Account Audit
The first thing you need to do when you approach a new account is to perform an audit on it. This will not only help you get a vague understanding of what is going on in the account, but you can also quickly find errors and opportunities.
Set up some filters, and watch out for these types of things:
- Keywords in a low position.
- Bids are higher than top of page bid.
- Low quality score.
- Budget issues.
- Keywords below the first page bid.
It will take you a while to deal with low quality score issues, but you should be able to take action and make immediate changes to bids and budget issues.
Make Sure Best Practices Are Followed
As part of your first audit, you should also skim over the account to make sure best practices are being used.
Here are a few things to keep in mind.
- Make sure that there are sufficient negative keywords in place to cancel out irrelevant searches.
- Ensure that ad copy matches the keywords inside ad groups, especially the headline.
- Make sure that keywords are tightly organised inside relevant ad groups.
Find Out What’s New & Missing
Pay attention to changes that have been made to the account recently. It’s important to understand what is new and what is missing when taking an account forwards.
You can check out the change history to find out what has changed.
Once you have done all of the above, it is important to document your finding and plan your attack.
Make a priority list of everything that needs to be done, and get to work. If you are working with anybody else on the account, this is the time to collaborate and discuss findings.
Since certain changes are going to take longer or shorter to implement, make sure you create a priority list with the most important changes at the top of the list.
It’s better to spend short bursts of time on what really matters when you first get started on a new account.
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