Weekly
Daily Budget Management - Analyze campaign performance based on data from the last 7 days (or different date ranges) to determine spend trends. Once projections and performance have been reviewed, determine if you need to shift campaign budgets between campaigns. Budget is adjusted based on performance – including conversion production, conversion rate, impression share, and CPA.
Here are some examples of trends to look for:
Are there any campaigns that you have low impression share but a better than average CPA? Increase the daily budget to increase conversions.
Are there any campaigns that have a high CPA or high costs and no conversions? Decrease budget or pause the campaign.
Keyword Bid Management - Adjust bids on keywords that are either generating the most of your daily spend, converting but in lower positions, spending without converting, or converting above target CPA. When looking at data, we usually recommend reviewing short-term and long-term date ranges, to get a clearer understanding of the trends for that keyword. This goes back to our point about natural ups and downs of PPC performance – a keyword may have poor performance data for the last 7 days, but the performance may look a lot better over the last 30 days. This tells you that the keyword is likely to pick up again (but certainly keep an eye on it). We typically recommend bid adjustments of 15-20%, whether they are increases or decreases.
