Last Updated on January 31, 2025

Quick Checklist

  • Check task description for specifics
  • Evaluate previous month work done in Client Master – fill out all check-back columns
  • Look at the Recommendations Tab and dismiss irrelevant recommendations. Add ones that apply to your task plan.
  • Evaluate account – start at account level, drill down to kw level
  • Pull the right lever
  • Update Client Master
  • Monitor the account with remaining time

**Remember to not make ANY changes to a client’s PPC account until you’ve been approved to do so by the Fulfillment Manager. Record all your plans for changes and why you want to make those changes inside your PPC Task Plan until you are no longer required to submit PPC Task Plans as indicated by the Fulfillment Director.

Choose the Right Lever

Review Internet Marketing Basics.

Look at the last few months of data and determine what lever needs to be pulled. This evaluation can be on an overall account basis, for each individual campaign, for each individual ad group, each ad, or even at the keyword level.

If you haven’t been given specific instructions and/or if you have a lot of hours assigned to the task, you should spend a significant amount of time evaluating the account and devising a plan before implementing anything. As a reminder, the 3 levers are:

  1. Increase Traffic
  2. Improve Conversion Rates
  3. Maximize Average Order Value

Come up with a few specific ideas on how to “pull the right lever”. What changes can be made to the account that will affect that lever? 

Account Level

Start by looking at the account as a whole. Open up the Campaigns, are you looking at the right columns?

How much data do we have? Expand the date range until you’re seeing a significant amount of data.

  • If the campaigns have been running for a while and there is not enough data, what lever do we pull?
  • If the campaigns have enough data, are we happy with the conversion rate, cost per conversion, of the account all together? What lever do we pull?

Once you know the right lever, is there anything that can be done at the campaign level to pull that lever? if not, which campaign do we start looking at first? Find the campaign that could use the most improvement and start there. Work your way through each campaign.

*To make things easier, make sure you’re looking at only active campaigns

Campaign Level

Open the campaign you are diving into. You should now be looking at a list of Ad Groups, are you looking at the right columns?

How much data do we have? Expand the date range until you’re seeing a significant amount of data.

Is there anything we can do for this campaign to pull the account lever? Should we be pulling the same lever for this campaign as we are for the account as a whole?

Once you know the right lever, is there anything that can be done at the campaign level to pull that lever? If not, which ad group do we start looking at? Find the ad group that could use the most improvement and start there. Work your way through each ad group.

*To make things easier, make sure you’re looking at only active ad groups

Ad Group Level

Open the ad group you are diving into. You should now be looking at a list of Keywords, are you looking at the right columns?

How much data do we have? Expand the date range until you’re seeing a significant amount of data.

Is there anything we can do for this ad group to pull the account or campaign levers? Should we be pulling the same lever for this ad group as we are for the account or overarching campaign?

Once you know the right lever, come up with some strategies to pull that lever.

*To make things easier, make sure you’re looking at only active keywords

Increase Traffic Lever

  1. Keyword Expansion
  2. Optimize Budget
  3. Increase Exposure
  4. Increase Clickthrough Rates
  5. Improve Quality Score

Improve Conversion Rates Lever

Key Strategies to Improve Visitor Quality
  1. A/B Test the PPC Ad
  2. Reallocate the PPC Spend
  3. Keyword, Ad, Landing Page Matching
Key Strategies to Improve Page Performance
  1. Calls to Action
  2. Marketing Messaging
  3. Change Images or Videos
  4. Reduce Conversion Rate Steps
  5. Promotions / Incentives to Buy

Maximize Average Order Value Lever

  1. Cross Sell Popular Products
  2. Bundle Products
  3. Highlight Benefits of Expensive Products
  4. Free Shipping over $XXX.XX
  5. Encourage Repeat Orders

Recommendations

Throughout the month is it good to click on the recommendations tab to see what kind of recommendations Google is suggesting.  Some examples:

  • Budget changes
  • Bidding strategies
  • Ad improvements
  • Keyword suggestions
  • etc.

Go through these – do not apply them – if any of them seem like a good strategy that month, include it in your PPC task plan.

*NEVER make budget changes without prior approval from the MC

Monitor the Account

Save 10-20 minutes of task time to do checks on the account throughout the remainder of the month. You should check on the account at least once a week. These checks can be quick – you are just looking to see if something major has happened to the account (it paused, ads were disapproved, drastic spending changes, etc.).

Intro to Task Work
Google Exams