AdWords specialist Peter Symms gives us an insight into his monthly routine.
Week 1: the monthly report
The beginning of the month means report time, where I look back on the previous month for all my clients. Zanzi is a Google Partner, which means we can feedback directly to the tech giant with any issues, test new features first and be trained in the latest technology.
So we’re basically experts in all things AdWords!
Google also requires us to send a monthly report to our clients. It’s just a way of maintaining its high standards and stopping cowboy agencies from operating. Although the requirement is to report on just a few key stats, at Zanzi, we prefer to report on a wider range on metrics and then translate that into meaningful English instead of tech gibberish.
We do this because it helps our clients understand exactly what is going on and, more importantly, what’s going to happen next. Because let’s face it, AdWords is very complicated and it’s only getting more complex. So the ability to translate the technical into worthwhile insights that can be understood by anyone is a real skill and a necessary one for AdWords.
This first week is also where I forward plan the whole month and decide what needs to be done for each of my clients. This can be anything from continuing work from a previous month, to creating a strategy for a new campaign launch, right the way through to project managing a new integrated Pay Per Click marketing approach for a new client.
Week 2: the ‘heavy lifting’ begins
Planned work can take time, so I usually pencil in three days for this. The rest of the week is spent doing ad hoc tasks. This can be anything from setting up new campaigns and giving sales advice to dealing with obstacles like when ads are disapproved for unknown reasons.
AdWords is constantly evolving so as experts we have to keep up-to-date and devote time to learning about new features and how best to use them. This means a lot of my time is spent reading blogs, and agency discussion about the new technology and how to use it, if at all, as well as training our clients on any changes.
Week 3: more heavy lifting!
Often week three is similar to the previous one – there is not enough time to complete all your monthly tasks in a fortnight so I spend my time doing much of the same – planning, resolving problems, training and learning.
Also, if you want to see any benefit to your actions in time for monthly reporting, the earlier you do them the better. That’s why I tend to take the bigger parts of work and do them early in the month and use the rest of the month for tweaking.
You mustn’t ignore your normal maintenance process (i.e. checking ad copy, making sure the account is acting as normal and adding negatives), too. There may be new product launches and campaigns to go live, but you have to look after your current campaigns as well.
This means scouring through search query reports to check your ads are appearing in the correct searches and checking in on your ads split testing. This is really helpful as it shows which ad copy works best. Because let’s be honest, it’s unlikely that you’ll get the most perfect version out first time. This is all best practice but it’s easy to overlook which is a mistake, as it will result in a slow decline for any AdWords campaign.
Week 4: refinements and preparing for the monthly report
Now it’s time to wrap up any outstanding work and make sure all the campaigns are in a healthy place, the client is happy and there are no problems, which will roll onto the next month.
I do this by going back to my original goals and objectives set out in week one and make sure I have achieved them. If not, I look into why not. I will then either modify any glitches, or remove them, or the outstanding targets will get rolled into the following week. Then you just need to get ready to repeat the process all over again next month!