There is something very simple but also quite hard about doing Paid Search. Yes – there are a list of tasks that if you do – that will lead to campaign success. However it takes an expert to actually get these tasks done right.
In this article, we are going to help you with the first stage of this – giving you that checklist you should be aware of. However – for it to lead to success, its going to take months maybe even years of fully understanding what the right metrics to look are at, understanding what good performance looks like, knowing where in the platforms to make these changes, what changes CAN be made and much more.
For now, here’s a simple daily, weekly, monthly and quarterly task schedule for a PPC Manager to keep campaigns optimized and running smoothly to get you going.
Daily Tasks
- Check Performance Metrics (Morning)
- Review campaign KPIs (CTR, CPC, conversions, ROAS).
- Monitor ad spend and budget pacing.
- Identify underperforming ads or ad groups.
- Optimize Campaigns
- Adjust bids for top-performing keywords.
- Pause low-performing ads or keywords.
- Negative Keyword Management
- Add new negative keywords to prevent wasted spend.
- Monitor Competitors
- Check competitor ads using Google Ads Transparency Center, auction insights or tools like SemRush or SpyFu
- Review Search Query Reports
- Identify new keyword opportunities or irrelevant searches.
- Respond to Alerts
- Address (but not always accepting) Google Ads recommendations and warnings.
Weekly Tasks
- Deep Performance Analysis
- Compare week-over-week performance.
- Find opportunities to segment data by device, location, and audience.
- Identify trends and adjust campaigns accordingly.
- A/B Testing
- Monitor your A/B tests (ad copy, landing pages, headlines) – according to pre-schedule.
- Review ongoing tests and draw insights.
- Audience Review
- Adjust audience targeting (remarketing, demographics).
- Budget Allocation
- Reallocate budgets to top-performing campaigns or channels.
- Creative Review
- Review ad copy and paused poor performing creative a roll out the style of ad creative that is performing the best. Different ad copy should be looked at weekly but the same one shouldn’t be changed weekly.
- Landing Page Review
- Ensure landing pages align with ad copy and optimize for conversions.
Monthly Tasks
- Report to Stakeholders
- Summarize key wins, challenges, and next steps.
- Strategy Review
- Plan new campaigns or expansions based on performance.
Quarterly Tasks
- Comprehensive Account Audit
- Review overall account structure for inefficiencies.
- Ensure campaigns are properly segmented by goals (brand awareness, conversions, etc.).
- Identify underutilized features or new platform updates.
- Goal and KPI Alignment
- Reassess campaign goals and adjust KPIs to align with business objectives.
- Collaborate with stakeholders to ensure PPC aligns with broader marketing strategies.
- Creative Refresh
- Find new messaging opportunities for your ad creatives, headlines, and descriptions to prevent ad fatigue.
- Develop new ad variations based on top-performing designs and messaging.
- Audience Expansion and Refinement
- Test new audience segments (lookalike, remarketing, or interest-based).
- Exclude irrelevant audiences that negatively affect ROAS.
- Competitor Benchmarking
- Conduct a deep competitor analysis to evaluate shifts in market positioning.
- Identify new trends or emerging competitors in the space.
- Landing Page and Funnel Optimization
- Assess landing page performance and test new layouts or offers.
- Analyze the full conversion funnel for potential bottlenecks.
- Budget Reallocation and Forecasting
- Reallocate budgets based on seasonality and performance trends.
- Forecast spend for the next quarter and adjust bids accordingly.
- Platform and Tool Review
- Evaluate PPC tools and platforms to ensure they still meet needs.
- Test new automation features or AI-driven bidding strategies.
- Training and Development
- Attend PPC webinars, industry conferences (like PPC Live), or workshops to stay updated.
- Train team members on new features and strategies.
