One of the key factors in stream-lining paid search account management depends on how well your campaigns, ad groups and keywords are organized. Working for an online marketing agency I have inherited either paid search accounts from the clients internal online marketing department or another online marketing agency and the first order of business in our PDCA cycle is to analyze the organization of the clients Google, Yahoo and MSN PPC accounts. And in every case the campaigns, ad groups and keywords are poorly organized and need serious attention.
If you think about it, a paid search account is somewhat like a factory. Your campaigns house various departments (ad groups) where the workers (keywords) do the bulk of the production. In order for your campaign-factory to maximize its production or ROI it has to house the right ad group-departments with the most relevant keywords to do the most efficient work. The right keywords in the right place serving the right ad creatives at the right time (hopefully) will produce the highest conversion.
As I was thinking about this analogy between paid search organization and a factory setting I realized that the clean-up of a poorly organized paid search account is exactly like the 5S process commonly used in lean manufacturing or the Toyota Production System. 5S stands for Sort, Straighten, Shine, Standardize and Sustain. The the methodology of 5S is to eliminate waste and to develop a disciplined, repetitive working habits so that subsequent phases of your job become more efficient.
A more detailed description of 5S reads like this:
5S is a system to reduce waste and optimize productivity through maintaining an orderly workplace and using visual cues to achieve more consistent operational results. Implementation of this method “cleans up” and organizes the workplace basically in its existing configuration, and it is typically the first lean method which organizations implement.
In the case of managing a paid search account as it relates to 5S, well organized campaigns, ad groups and keywords eliminates wasted time and poor production and leaves more time for more value-added tasks such as ad creative testing and analysis.
Related Article:
Lean Search Marketing | How to Use 5S to Organize the PPC Keyword Factory
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