PPC Account Management Activities

We recently put together a brief of activities that should be performed on accounts on a weekly basis. Have also put in an estimate of the time each should take. And we have already come up with about 30 hours of work per account per week. So before you decide to bring PPC in-house do keep in mind the amount of work it takes!

Activity	Activity Duration (Est)
Check search query report for keywordless ads and add negatives or change budgets if required	1.00 hours
Check search query report for entire account and add negatives or expand account as applicable	4.00 hours
Check ad-copy performance report and pause/add ads as applicable. This should include text ads, WAP ads, image search ads and image ads on the search and content network	4.00 hours
Check impression share report at a campaign and account level and alert agency/team when levels are too high or too low.	0.25 hours
Check avg CPC report at a campaign and account level and raise alerts as applicable	0.25 hours
Check brand CPC, brand avg position and brand spends as a percentage of total spends.	0.25 hours
Check CTRs at account, campaign and ad-group level and raise alerts as and when applicable. For low CTR ad-groups, initiate action on ad-copy optimization	0.25 hours
Scrutinize quality scores at keyword level and initiate action on QS<=4 and Impressions>100 keywords (weekly numbers) ASAP	2.00 hours
Check 10% of the keywords for relevance and suggest structural changes for better relevance and targeting	2.00 hours
Review IP targeted campaigns for performance compared to same keywords in untargeted campaigns	2.00 hours
Review all landing page tests in progress and report on performance and suggested next steps	1.00 hours
Check 10% of all content ad-groups (on a rotation basis) and suggest structural changes for better relevance and targeting	2.00 hours
Diagnose keywords which are below first page bid, or have low search volume and suggest next steps and strategy for the same	1.00 hours
Check the status of all running promos and update status and next steps	0.50 hours
Review progress of API based projects such as dynamic ads, automate reports, automated bidding etc.	1.00 hours
Look at ad-group and keyword level conversion reports in vendor tool as well as Omniture and identify best/worst performers and next steps for the same. If requried, discussions with product also needs to be initiated	2.00 hours
Audit the destination URLs for all keywords and check whether all have correct tracking or not, whether all have relevant product-specific dynamic paramters such as origin, destination etc. or not and whether all point to the correct/desired landing pages or not	1.00 hours
Run the Google Keyword Tool and use the generated file to attempt next round of account expansion	2.00 hours
Think of one new business dimension for account expansion. Make keyword suggestions based on that. This has to be completely independent of Google Search Query reports or tool.	2.00 hours
Review mobile campaigns using search query report, comparison with search account for expansion opportunities, avg CPC and daily spend changes, daily call data movements, cost-per-call metric and scope for budget reductions/increases	4.00 hours
Total	32.50 hours