PPC Workflow

Daily:

Check spend
- Ensure we are pacing not to overspend budget for Search, Display & Video.
  - If not, either pull back or pause less efficient spend if pacing over, OR open up budgets on those high performing areas if under pacing.
Check ROAS
- Ensure all accounts are at or above minimum threshold or ROAS
  - If not, assess which campaigns, ad groups, and keywords need to be adjusted to improve ROAS.
Check Revenue/Leads
- Ensure we are on track to hit our revenue goal.
  - If not, boost bids on converting keywords with good ROAS, look for keyword expansion opportunities, review ad copy and CTR. Check CVR and potentially run an A/B test with instapage to increase CVR.
Check accounts that went on/off proms to ensure the automated rules worked correctly and only the right ads, promo extensions and sitelinks are showing.
For any new campaigns created, go in daily for the first week or so to adjust bids and put in negative keywords.

Check negative keywords
- Ensure all broad match keywords, DSA and Performance max are monitored weekly with appropriate negative keywords.
Check Display & Video Placements
- Ensure we are not getting clicks from sites and videos that look spammy and not like our target audience
Review location performance, add bid adjustments as necessary
Review device performance, add bid adjustments as necessary
Review keyword bids and bidding strategy
1-1 meetings
- Come prepared with any wins, major roadblocks, career growth, training needs, ect.
Block time to read industry news to help with new ideas for optimizations and campaigns
Update notes for weekly meetings with CMMs