How To Easily Optimize Paid Search Campaigns With The ARM Framework

optimize your paid search campaigns with the arm framework paid search weekly meme

Updated on: 4/1/2022

Here’s a reality that all paid search marketers have to face: Continuous improvement.

This expectation is daunting to say the least and if you can’t find a way to set yourself up for success, you’ll be struggling trying to reinvent the wheel every time you take over a new account.

Picture this: You work at a small to mid-sized agency and the search team is lean. Each account manager, specialist, strategist, or whatever you call it at your agency, manages a crap ton of accounts and you’ve been asked to take on ANOTHER one.

The search campaigns are horrible. Best practices aren’t being followed, the naming structure is all over the place, performance sucks, and you don’t even know where to begin sifting through the mess.

old lady looking at the screen all crazy paid search weekly meme
You’ll prob need The ARM Framework for this

Now you’re stressing out because:

  • you’re managing someone else’s money
  • there’s a lot of it
  • the client’s success largely depends on you
  • analysis paralysis
  • your monthly reporting call is coming up (where are my introverts at?)
  • You worry that you won’t be able to share any successes or improvements

I’ve been through this exact scenario many times. It’s true that every Google Ads account is different, but it’s possible to standardize the process you take when handling a new account.

I was tired of mentally starting from scratch and not relying on a tried-and-true method, so I created one. The idea behind this framework isn’t groundbreaking or anything, I just wanted to give it a clever name that I could remember.

The process I came up with is the ARM Framework and it will allow you to easily optimize paid search campaigns.

Optimize Your Paid Search Campaigns Using The ARM Framework

ARM stands for:

  • Audit
  • Refresh
  • Monitor

Let’s get into each section below.

Start With An Audit Of The Account

When you take over an account, take the time to look over it and see where you can make improvements. It could be going through the conversion actions and making sure they’re set to data-driven attribution or it could be making more targeted, thematic ad groups within a campaign. Make a list of these possible changes.

Refresh The Account By Implementing Your Changes

Take your list of changes and implement them one at a time. Be mindful of the changes you make. You need to make sure they align with your overall goals. Create annotations of any change you made in Google Analytics and in the notes panel within the Google Ads interface. It’s important to be able to reference key points in your account’s history.

Monitor The Performance Of The Account

As the name suggests, you need to monitor the performance of your account after any changes are made. What you’re looking for is simple: did the change improve overall performance or not? You need data to answer this question. If it turns out that the change you made did improve performance, awesome, tackle another one on your list! If not, at least you learned something and you’re one step closer to being improving.

That’s it. Super simple. I hope this was helpful, especially for the newer paid search folks!

Final Thoughts

It’s very important to standardize your processes so that you can save time. The ARM Framework is a great example of a super simple method I created that helps me organize my thoughts.

Automating tasks can save time as well. Google Ads already has a feature in the interface that allows you to set automated rules using “if this happens, do that” logic. There are also many free or inexpensive tools like Adzooma that help you automate the management of your campaigns.

Remember, efficiency is the name of the game.

Cyrille Aragon

Cyrille Aragon

Digital marketer with a passion for spreading the gospel. When I'm not working, I'm writing, lifting, or training Muay Thai.

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