As outlined by Search Engine Watch, it is necessary to organize the chaos that is PPC management. They recommend calming the chaos by establishing a routine of daily, weekly, monthly, and quarterly tasks:


  • Check in on your accounts and see how they are performing. Take care of any glaring issues that may have arose (i.e. disapproved ads).
  • Make sure your budget is being used as you intended. Also be sure to check in on your budget strained campaigns to see if you can optimize them.


  • Run a search query report to see if there are any keywords that should be added and/or excluded from your campaigns.
  • In high-volume accounts, split test your ads and keep the better performing ones.
  • Review your quality scores and look for ways to optimize them.
  • Compare your campaign’s weekly performance to the previous week.
  • Review your display network placements and exclude any low-performing placements.
  • Review your performance by device to determine if any bid modifiers need to be adjusted.
  • Stay up to date on happenings in the industry: read blog posts and/or listen to podcasts.


  • Check-in on your strategy and goals. It may be a good idea to include a statement of goals and strategy in every monthly report provided to clients.
  • Compare your campaign’s performance to that of previous months.
  • Split test your ads and keep the better performing ones.
  • Take a look at your remarketing audiences. Are they performing the way you thought they would? Do changes need to be implemented?
  • Review your existing ad extensions and make sure you are taking advantage of any new ad extensions that have recently rolled out.
  • If your using dayparting, check in to make sure you’re meeting your goals. If you’re not using dayparting, it may be wise to consider looking into doing so.


  • Set aside some time to look at your long-term goals and analyze your PPC campaigns.

For greater insights read the original post on Search Engine Watch.