Here\u2019s my 6-stage cycle you can use to increase your PPC productivity and freedom without wasting a lot of time and money:<\/p>\n\n\n\n
1. Define your PPC goals\u00a0<\/strong> 2. Eliminate<\/strong> 3. Document<\/strong> 4. Delegate\u00a0<\/strong> 5. Automate<\/strong> 6. Liberate<\/strong> This brings me to Brian Dyson, the former CEO of Coca-Cola, who once said:<\/p>\n\n\n\n
Be concrete, be specific, and don’t be shy about the numbers.<\/p>\n\n\n\n
Remove all the tasks that don’t significantly move the needles for what you defined in the previous step. Be relentless; remove more than what feels comfortable. You should also apply this at the PPC account level — remove campaigns, ad groups, and keywords that only bring complexity but little results.<\/p>\n\n\n\n
Create a written Standard Operating Procedure (SOP) for anything you do more than once. Think negative keyword management, tinkering with budgets, smart bidding targets, feed optimization, and ad copy testing. Start with the easy stuff — this allows you to prove the value of SOPs to yourself (and your team). Don’t try to document everything at once. Take small incremental steps. Improve the SOP every time you use it.<\/p>\n\n\n\n
Bring in one or more contractors to run your SOPs for you. Make sure that they know they are allowed to improve the SOP as long as they update the SOP to reflect their changes and ask you for feedback.<\/p>\n\n\n\n
Set up software automations to replace your contractors. This could be as simple as using automated rules, plugging systems together with no-code solutions like Zapier for reporting, or hiring a developer to write a Google Ads script for you.<\/p>\n\n\n\n
The ultimate goal is freedom — both geographical and from the traditional 9-to-5 structure. Work from anywhere, anytime you want. This flexibility allows you to focus on what\u2019s really meaningful for your account, for your client, for your business, for you, and for your loved ones.<\/p>\n\n\n\n\n