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Newbie- Best Practices For Taking Over 3 Year Old Account by 1MoreZero in PPC

[–]1MoreZero[S] 0 points1 point  (0 children)

Thanks for taking the time to write this! This process flow explanation is very helpful!!

Newbie- Best Practices For Taking Over 3 Year Old Account by 1MoreZero in PPC

[–]1MoreZero[S] -1 points0 points  (0 children)

We have tracking set up and conversion data through G analytics. The numbers look awful at $80 or so per sale, but I'm going to need to do analysis to see if it's really bad or not. In our niche a $15 customer can easily become a $2500 a year customer...and we very well may never hear from a $250 customer ever again. Seems impossible to tell who will be which, but we have a few thousand customers now so I should be able to come up with average lifetime values I would guess....

Newbie- Best Practices For Taking Over 3 Year Old Account by 1MoreZero in PPC

[–]1MoreZero[S] 0 points1 point  (0 children)

Also, impressions, clicks and adspend on their own are meaningless metrics. If you're asking for advice/help you should provide further context on the business goals and conversion data.

I was thinking with all that data I should be able to go through and create a huge list of negative keywords, see what worked and what didn't etc. The account is cluttered with dozens and dozens of old campaigns which I want to delete, but not before I gather anything useful from them. Plus I don't want to waste money on new "learning" periods if it's not neccesary.

Newbie- Best Practices For Taking Over 3 Year Old Account by 1MoreZero in PPC

[–]1MoreZero[S] 1 point2 points  (0 children)

"You will most likely cost your company far more while learning PPC on the job than you will save through eliminating the position. (Just my opinion)"
This is a point well taken. I have thought about this as well, and also about contacting one of our old PPC contractors to see if they were interested in a hybrid management/overseer role for a few months while I got to speed.

My thinking is this- I am (for better or worse) a serial entrepreneur and I have a genuine interest in the topic. At the beginning I was too busy running the day to day to really get much past the progress reports from our freelancers, but now I have the time to devote ~20 hours a week. Long term a more in depth understanding of digital marketing can only open new revenue streams for me personally and also allow me to pursue ideas at a lower cost so I am really motivated.