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Whats more to do regularly in a PPC account?
Hi, so I been working on a ppc account for a client for last 4 years. The account is mix for search and display campaigns.
Due to compliance issues in the industry that the client operates, they don't do remarketing and also doesn't use pixels on website. So no conversion tracking available.
The campaigns are very much optimized. For search, all the negatives are in place, the campaign has high CTR and good impression share. The display/video campaigns, which are mainly awareness campaigns, are also working well.
Now the question is, the client keeps asking what else can we do? And what am I doing on a weekly basis within the account? Apart from adding negatives, maybe changing the copy and images once in a while, there is not really much to do. So question to the community, how else can we optimize the campaign? How do I justify keeping working on the account? Honestly, if the campaign is left in auto pilot, it will just keep working well as it's been optimized over the last few years.
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1 Reply
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Optimizing a campaign that doesn’t track conversions sounds quite nonsensical to me but props to working with a client with no end goal for so long.
I personally wouldn’t be adding negatives based on CTR. But I guess that’s your only option at this point.
If the campaign is best left in auto pilot, then it should be left in auto pilot and you continue with what you are doing.
Continue monitoring search terms, refining ad copy, test new keywords. You can use the experiment function inside of Google Ads which will demonstrate clearly to the client the tests you have ongoing.
Also, there is more to making a client happy than optimization for optimization’s sake. Perhaps you can spend some time on how you report to them with more clarity, as I am sure that would improve how they see working with you.
Otherwise you can take a session with them to explore what ideas they have and what they want to try.
Look at things other than what you do inside the account in order to build the relationship and keep it running. It sounds like you have had it under control for some time though.
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No conversion tracking makes it hard. Things I would look at:
* Can you run and test DemandGen
* Maybe look at trying to test different landing pages… very tricky without conversion tracking
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