The recent change in the AdWords interface seems to be creating some ripples in the Pay-Per-Click (PPC) industry. Though it may aesthetically please some, it surely is not pleasant to PPC professionals who rely on it for their revenue generation goals.
In order to achieve PPC optimisation, a software must adhere to two things always:
- It needs to save time
- And it needs to improve performance
Years of experience in the PPC industry would render one the knowledge that different interfaces may be required by different account managers to achieve the goals mentioned above. To comprehend it in simpler terms, there is never one clear, distinct and precise solution to it all.
Time is often the most crucial element out there in the world of PPC. Choosing the right tools then becomes essential for PPC professionals since it helps save time and ups the performance also.
Here are some ways in which you can stay productive in the stir of changing interfaces.
- Opt for Quick win optimisations
Perfection has always been the most sought-after virtue, and PPC professionals chase nothing else as much. One could spend hours trying to perfect an account, but the key lies in understanding that there are many aspects to perfecting an account. Devoting more than even five minutes per account could be a demanding task.
What can be done about this then?
Smaller bits done frequently does the job. Small improvements made regularly and frequently is what will reward you with better outcomes. When it comes to AdWords, a quick win could be tackling suggestions that come up in the Recommendations section. Optimisations are much focused. Instead of doing an in-depth fix-up, go for the ones that impact the most.
- One-click optimisations
This can be useful when the PPC professional has time to spare. This is when going deeper and fixing a problem would be possible. Quick wins are good but when you deep dive on the basis of an approach backed by statistics, it can fix bigger and wider issues.
In the AdWords world, this might come down to downloading many reports that consist of an endless array of data, combining them in spreadsheets and creating AdWords editor that is compatible with necessary changes. Rather than pulling out perfect algorithms, deploying certain optimisations would save time and that is what is most important. It also leaves the final step in the hands of the users.
- Optimisation checklists
While the above suggestions are time oriented, this one is not. There are several agencies who employ people with the sole motive of running through optimisation checklists. They could spend hours in AdWords, but sometimes even that may not be enough to yield satisfactory results.
By using third party software like Optmyzr, one could reap more out of optimisation as the software would be deeply integrated with PPC engines.
- AdWords on autopilot
AdWords scripts make your dream of going to that long-awaited place you always wanted to visit a reality. Automation can be risky because building an algorithm that functions and acts on every nuance of the trade the way a human mind would is difficult. However, there are many PPC tasks that do not really need that final human approval.
For such tasks, AdWords scripts are ideal. The task could be anything from mailing keywords, generating back-office reports or even stopping campaigns that depleted their budgets. AdWords script will efficiently manage the hassle.
So when AdWords changes its interface, you’ve really got nothing much to worry about as it would never affect your productivity. When staying at the top of your game is the concern, playing smart and not hard is what pays off.
