One of the most challenging aspects of managing your PPC account is developing a proper work flow. With so much data to analyze and so many nuances of PPC to wrap your head around, it can seem daunting to know what to do in your account and how often to do it.
One of the best ways to organize your work flow is by frequency. There are tasks you can work on daily, weekly, bimonthly, and monthly. Let’s explore the specific work you can do during each of these frequencies.
Daily
Monitor performance and KPIs– Your KPIs are your key performance indicators, and can significantly guide you in knowing what to look for in your data. For example, if your account is focused on increasing awareness for a brand or product, your KPIs will likely be impressions and impressions share. But if your goal is to generate more leads or sales, your KPIs will likely be conversions and cost-per-conversion. Keep in mind though that your account performance will vary from day to day – this is ok! There are natural ebbs and flows of search behavior, meaning you may follow up a day of high click volume with one that shows a significant dip in click volume. Being mindful of this can prevent you from acting hastily after a slower day. It is certainly ok to monitor performance on a daily basis, but you want to hold off on making changes every day.