PPC Campaign Management Process

1. Analysis of the current state

Actions:

• Request business details and initial information.

Responsible for: PM

• Set up or audit the client’s Google/Bing ad accounts.

Responsible for: PPC specialist

Deliverable: Obtained access and initial information.

2. Preparing to launch and optimize campaigns

Actions:

• Conduct keyword research based on client goals and market trends.
• Define the target audience segments.
• Develop campaign strategies, including bidding strategy and budget allocation.
• Set up conversion tracking (Google Tag Manager, ad platforms).

Responsible for: PPC specialist

• Create ad copies and rewrite headlines/descriptions with new targeted keywords.

Responsible for: Copywriter

• Develop ad creatives (banners, videos) for the campaigns.

Responsible for: Designer or content maker

Deliverable: Prepared assets for launching campaigns.

3. Optimizing existing campaigns and launching new ones

Actions:

• Launch the initial/new campaigns and configure tracking for performance metrics.
• Optimize campaign settings (targeting, bidding, audience segmentation).

Responsible for: PPC specialist Deliverable: Running campaigns

4. Ongoing monitoring

Actions:

• Ongoing monitoring and adjusting campaigns for optimal performance.
• Analyze campaign metrics (CPC, CTR, CPA, ROAS) to optimize results.
• Optimize campaign settings (targeting, bidding, audience segmentation).
• Create custom and lookalike audiences if necessary.

Responsible for: PPC specialist Deliverable: Running optimized campaigns

5. Monthly Reporting

Actions:

• Generate a monthly PPC report for review.

Responsible for: Analyst

• Provide recommendations on future ad strategies.

Responsible for: PPC specialist

• Deliver final reports to the client with insights and actionable steps.

Responsible for: PM

Deliverable: Monthly report document sent to the client