Paid Search Account Optimization Plan

Frequency Task Time Time

(by freq.) (month)
Daily  Account monitoring 20-30 min 8 hours
o Keyword Bids/Status
o Traffic (clicks, impressions)
o Spend
o Campaign/Ad group CTRs
o Average ad position (ad group level)
o Campaign-level performance metrics
3 times per  Update Budget Tracking Sheets (M, W, F) 10 min 2 hours
week  Check pacing by account and by search engine 10 min 2 hours
Weekly  Account adjustments (bids, rotating ad copy) based on more thorough 30 min 2 hours
review of KPIs as well as
o Average ad position
o 1st Page/minimum bids
o Campaign-level performance metrics
o Ad creative CTRs
 Status Calls 1 hour 4 hours

Bi-Weekly  Search Query report 30 min 3 hours

o Keyword/Negative keyword expansion (as needed) (60 min)
 Review of Display Network traffic (if using any automatic placements) 30 min 2 hours
o Content site exclusions (as needed) (30 min)
Monthly  Ad copy refresh (monthly or as often as determined by SOW) 2 hours 2 hours
 Keyword Quality Score review 1 hour 1 hour
 Review of landing page performance in terms of 2 hours 2 hours
o Conversions/Conv. Rates
o Visitor Engagement (bounce rate, time on site, visitor loyalty)
o Keyword list expansion (as needed)
 Client report with summary and analysis of key metrics related to 3 hours 3 hours
business goals (CPCs; traffic; impression share; conversions – rates, total
number and total value; revenue metrics – CPA, ROI, ROAS; site
engagement/landing page metrics – bounce rates, TOS, number of pages
visited)
 Update/Revise IOs 2 hours 2 hours
 New offering expansion 2 hours 2 hours
 Initiative reviews/progress updates 1 hour 1 hour
 Reporting review calls/meetings 2 hours 2 hours
Quarterly  Review of business goals and objectives to ensure continued alignment 3 hours 1 hour
with the paid search strategy
 Review of KPIs (Conversion values/rates and visitor engagement metrics) 3 hours 1 hour
 Review of spend over preceding quarter as well as budget projections for 3 hours 1 hour
current/upcoming quarter
 Request IOs for upcoming quarter 30 min 10 min
 Quarterly reporting 1.5 hours 30 min