The world of digital marketing moves quickly; you can start or stop a campaign in seconds by simply clicking a button. Among other things, being successful in digital marketing requires adaptability — the ability to quickly pivot and readjust based on the latest data or responding to the newest technological innovations. 

Because of this fast pace and readily available data, you will likely find yourself frequently checking in on the performance of your PPC platforms and campaigns and making changes. This checklist covers all the steps you should take to optimize your PPC ads on a weekly, monthly, and quarterly basis, as well as contingency planning for when a crisis arises. The next time you’re reviewing your PPC campaign, have this checklist on hand to make sure you’re set up for success.

It’s easy for your Google Ads account to become a little cluttered and messy as you create new campaigns, pause existing ones, and update your keywords. By following these steps, you can maintain your Google Ads up to date and feel confident that you’re doing all the necessary work to give your ads the best chance of performing well and bringing your business as much traffic and revenue as they can. Keep this checklist handy when you’re auditing and updating your ads. To continue learning about digital ads, head over to our pay-per-click guides.