Whether you’re an agency or in-house advertiser, keeping tabs on your campaign performance across different channels is a lot of work. From spend monitoring to ad ranking, advertisers have a lot to stay on top of; and because optimization is the key to a successful campaign, ignorance is not bliss.
While I can’t speak for the entire PPC community, I know that I am certainly not by my computer all the time. My guess is that most PPCers aren’t on theirs all the time either. If living in our ad data is part of a normal day’s work, we need to have an easy and efficient way to stay on top of it all.
Setting up automated PPC alerts that send emails accessible on mobile is a great way to stay in the know and take necessary actions to keep your advertising running smoothly.
Check out these ten alerts all PPCers should use to stay productive, optimize strategy, and make the most out of each advertising dollar.
1. Check Ad Copy
What are the tell-tale signs of great ad copy? Generally, we know our copy is doing what we need it to by the number of clicks it gets over any given period of time. Therefore, if an ad is sent out into the wild and gets no clicks, we as advertisers need to know.
Example: Alert me if an ad has greater than 100 impressions and less than 1 click.
2. Monitor CPA
In any PPC campaign, monitoring costs is a no-brainer. The cost of an acquisition or conversion is especially important to ensure not only that our ads are converting, but that they are doing so at a profitable rate for our client or company. It is important to modify an alert like this one with an impressions count to be sure that an ad or campaign has seen enough daylight to properly determine an ideal CPA.
Example: Alert me if impressions are greater than 1000 and CPA is greater than X.
3. Ads Not Converting
Your ads may not be converting because of landing page experience, ad copy, or audience targeting. Whatever the reason, you want to stay in the know about ads that don’t guide consumers to the end goal of a purchase or sign-up — to save money and optimize your campaign for success.
Example: Alert me if I’ve spent more than $500 and conversion rate is less than 10%.
4. Getting Close to Spend Cap
Are you pacing your ad spend budget? The following alert will allow you to stay tuned-in to the pace of your ad spend while giving you the power to take action before your cap is hit.
Example: Alert me if total spend > $470 (where spend cap = $500).
5. Search: Average Position is Dropping
If your strategy includes first-page search exposure, this alert is for you. By receiving a notification when an ad’s average position drops below your target, you can take the appropriate action (raise bids, evaluate keywords, etc.) before falling too far behind.
Example: Alert me if the average position is greater than 4.
6. Check Landing Page Performance
No marketer wants to spend money on poorly-converting campaigns. If your ads are getting clicked on at a decent rate, but for some reason, those clicks don’t convert into customers, it’s time to check your landing page experience. This alert will notify you so you can take action before it’s too late.
Example: Alert me if CTR > 8% and conversions are less than 1.
7. Account-Level Spend Pacing
For marketers who allocate budgets by ad networks, setting up an alert like this will keep their network-specific spend on track.
Example: Alert me if total spend is greater than $2,500.
8. Search: Check Keywords
This alert is great for campaign management at the keyword level. If you’re testing out some new keywords in a few of your ad groups, use this alert to monitor their performance and iterate when necessary.
Example: Alert me if CTR is less than 2% for selected keywords.
9. Check Facebook Relevance Score
A low relevance score could increase your cost per click and even be detrimental to a company’s brand. This alert will give you the power to keep a close eye on your ads’ relevance score so you’ll know if you need to update your targeting or copy.
Example: Alert me if my ads’ latest relevance score is greater than 0 but less than 8.
10. Facebook: Check Video Ad Creative
Video ads take a lot of time and creative effort to publish. Make sure your efforts are not in vain by setting an alert to notify you if those video ads are being skipped over by your audience.
Example: Alert me when my video views are less than 5.
Take control of your advertising with these ten alerts and leave manual performance checks behind.
In AdStage, all alerts are customizable to your strategic criteria and can be set up in less than 2 minutes. Once you’re comfortable with the action you take following an alert (e.g., pausing an ad if it’s flying too close to your spend cap), take the automation one step further and convert it into a rule. Try for yourself — sign up for a 14-day free trial.
As anyone involved with PPC will tell you, optimization is key. But, it can be very hard when you have a ton of data to monitor and act upon each day. Keeping cost per conversion in check or making sure our campaigns don’t exceed their weekly spend caps can be a huge time-sucker. If you’re managing more than a few campaigns — especially cross-network — there’s little to no time left to take your PPC performance from good to awesome.
By automating PPC campaign management, marketers can set up catch-all rules for maintaining an ideal CPA, preventing overspending, and much more. In this post, I’ll discuss three of my favorite cross-network rules to save you time, increase ROI, and make your PPC life easier.
Lean on PPC Automation and Focus on the Bigger Picture
With automated rules, you can monitor and control your campaigns across networks more efficiently. As you grow your business and team, you will need more time for strategy and management. Bigger clients value deeper expertise, which makes smart automation critical to your agency’s future.
And some things are just better left to automation. Manual, repeated, error-prone tasks can be easily handled by a PPC automation tool, saving your team time to focus on things humans can do better than machines.
If you’re new to automation, you can start at the network level and use AdWords automated bidding or go more granular with AdWords scripts. Facebook also lets you automatically update campaigns, ad sets, or ads in bulk with automated rules. But as you add more networks, you will need a more robust solution to run checks and take the actions you’d normally do manually — across all networks.
Cross-Network Automated Rules to Lower Cost per Acquisition
Suppose you’re running location-based ads for a brick-and-mortar retailer. You probably want to advertise during active business hours, cap your campaign spend, and pause low-performing campaigns as soon as possible. Chances are you don’t want to be sitting at your laptop late on a Friday night to manually control all of those things. By creating cross-network automated rules, your campaigns will run smoothly even when you leave the office.
PPC automation offers endless combinations of If/Then rules to streamline your PPC scheduling, bidding, and budget management. Here’re three of my favorite ones to get started.
1.Pause Poorly Converting Ads
Pause ads that are getting clicks but low or no conversions so you can re-evaluate your landing page and creative.
Example: If Impressions > 100 and Spend > $300 USD and Website Conversions < 2 Using Data from Yesterday Then Pause Campaign
2. Increase Budget for Low CPA
If your cost per conversion is trending toward the lower end, allocate more budget toward those highly-converting ads.
Example: If Spend > $500.00 and Cost per Conversion < 30.00 Using Data from Last 30 Days Then Increase Budget Value by 50% Max Budget 5,000.
3. Cap Your Weekly Campaign Spend
Limit your campaign spend to your desired amount by using this rule to ensure campaigns are paused once they’ve hit your spend limit.
Example: If Spend > $499.00 * Using Data from Last 7 days * Then Pause Campaigns
These rules provide a great jumping-off point for streamlining your PPC optimization strategy. Not only will they provide a safety net, preventing things like overspending on poorly converting ads, they’ll also set you up for success with actionable insights from the “last run log.”
Better yet, while setting your email preferences for each rule, select “Run an Email Results” to get a full digest of which campaigns the rule took action on for each run. Then, dive into each campaign, ad set, or ad to gather the full story of why it hit your rule criteria.
Take command of your ads at scale with automated rules in AdStage today.
Turn Your Alert Into a Rule
As marketers, we keep eyes on our ad accounts all the time, whether it’s checking CPA, spend, or relevance scores.
Here’s where Alerts come in. If you haven’t checked out this task type in Automate just yet, it’s quite handy. AdStage can notify you whenever your campaigns, ad groups, ads, and other items hit certain criteria. For example, you can have AdStage email you a daily digest of ads that have a click-through rate of less than 5% so you can go in and make a change before it’s too late.
Notifications like these are helpful, but how many of us really have the time or energy to acknowledge, read, and take action on every single one we get throughout the day? Whether it’s coming from AdStage, one of your ad networks, your CRM, or that co-worker who’s always forwarding cat videos, we get bombarded day in and day out. Not to mention the time involved in taking the necessary actions on these notifications.
So, what’s a marketer to do? Glad you asked, because here’s #AdStageProTip number 2.
Convert an Alert Into a Rule in One Minute
This simple hack will automate the action you manually take after receiving an alert. Right now, I have an alert set up to check for ads that are having some trouble converting my audience.
Here’s the process:
- Get the alert email
- Check email
- Hop into Manage to pause those ads
- Figure out a better creative format
Converting this Alert into a Rule eliminates steps 1-3 completely. The conversion process is easy. Click the selector box next to the Alert you want to convert, add a “Then Statement” to it (example: If conversion is low, then pause ad), click save, and get to work on one of the other billion things you’re doing today.
Brush over more detailed instructions in the AdStage Help Center (How do I convert an Alert into a Rule) and you’ll be an #AdStageProTip pro.
Here at AdStage, our goal is to give marketers tools you need to streamline your advertising strategy, while saving time and boosting efficiency. We’re marketers ourselves, so we know there’s a lot more you could do with your time than clicking from tab to tab, making sure everything looks *just right*.
I’d like to welcome you to our newest series of AdStage blog posts: AdStage Pro Tips & Tricks. We’ll post insider tips and tricks direct from the AdStage team on how to get the most out of the platform. Dean of science fiction, Robert Heinlein, had it absolutely right when he wrote “Progress isn’t made by early risers. It’s made by lazy men [and women] trying to find easier ways to do something.”
AdStage Quick Links
With that, I give you progress in the form of #AdStageProTip #1: Quick Links
This pro tip is one of my favorites, simply due to the amount of time I save going straight to the AdStage product I need. Nobody’s got time for extra clicks. Wait for one screen to load just to click into another? We aren’t fans either, and there is most certainly a better way to navigate the platform.
Give these a try next time you head into the platform:
It is important to note that you will be redirected to the login page if you aren’t already signed into AdStage. Once you’re logged in, you’ll be directed back to the correct AdStage product. Often, users find themselves needing to quickly check in on an Automate task to trigger a Bulk Action or add a new campaign to a Rule.
If this sounds like you, check out these quick links for individual Automate Tasks:
- Alerts: automate.adstage.io/alerts
- Bulk Actions: automate.adstage.io/bulk-actions
- Flighting: automate.adstage.io/flighting
- Rotations: automate.adstage.io/rotations
- Rules: automate.adstage.io/rules
- Scheduling: automate.adstage.io/scheduling
Send a Report in 2 Clicks
Want to create a comprehensive and ready-to-send Report dashboard in 2 clicks? Skip straight to our Template Gallery with this bonus quick link:
- Report Template Gallery: report.adstage.io/templates
While this seems like a small and simplistic hack, AdStage quick links will streamline your workflow in the AdStage platform so you can spend more time focusing on ad creatives and strategy. Extra time for a coffee break? Even better.
That’s why we’ve picked this #AdStageProTip to share with you first; just call us Click Savers-R-Us.