Our Account Managers make changes in the accounts on a weekly basis. Below is our 25 point checklist for account management. We take action on all necessary tasks, but not all tasks will require an action on a weekly basis.

Category              Task
Account                Address relevant Google alerts.

Account               Investigate any dramatic drops in impressions, clicks, position, etc.

Settings                Review Search Partners' performance and disable if not                                                 performing well.
Budget                  Analyze budget pacing for the remainder of the month. 

Budget                  Check prior 7 day budget. 

Budget                  Impressions share analysis. 

Keywords              Review top performing keywords. 

Keywords              Review top spending keywords.

Keywords              Pause poor performing keywords. 

Keywords              Deduplicate keywords. 

Keywords              Add long tail keyword phrases from the search query report. 

Keywords              Drop bids on high spending, non converting, high positioned        

Keywords              Increase bids on good quality, high ROAS keywords. 

Keywords              Research and apply negative keywords. 

Bids                       Identify opportunities to reduce costs. 

Bids                       Compare and analyze average positions and CPCs. 

Bids                       Adjust bids on low position, low quality score keywords. 

Bids                       Evaluate mobile bid performance and adjust modifier up or down                                 accordingly.

Bids                       Evaluate location bid modifiers if present and adjust modifier up                                   or down accordingly. 

Ad Copy                Adjust ad copy on low position, low quality score keywords. 

Ad Copy                Test new ad copy/ad groups on low position, low quality score                                      keywords.

Ad Copy                Review ad copy tests that have collected adequate data, and                                        pause non-performers. (always ensure at least two ads per ad                                      group are live, though) 

Ad Copy                Write new ad copy variations where needed. 

Ad Copy                Build out new ad groups based on high converting search terms                                  as needed. (in terms of not being met by existing ad copy). 

Placements           Review placement report for non-performing, high-spending                                          placements to be excluded. 

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