Head over to content and click into “where ads showed” take a look to see where ads are being placed.
If a placement isn’t relevant to the products or services your client offers, add it as a negative placement.
If you’re unsure whether a placement is relevant or not write it down to include as a question for the account manager/coordinator.
If a placement is working well, make note of it for accounts.
To know whether a placement is aligned well with the client’s target. Browse the site and refer back to the ad group targets and clients’ overall goal. Use your best judgment to determine whether this site/app/channel is in alignment.
In addition to making negations, we should be compiling a list of websites that we know are not aligned with the client’s goals, so that when we build campaigns in the future those can be added as negative placements at the onset of the campaign’s creation.
Creative Review
Look over each ad groups performance
Make sure all ads are eligible to serve – if not make adjustments for them to be eligible (i.e. photos are all approved, and performing well & copy is eligible, and high performing)
Make note of which ad groups are performing best and at a granular level which ads are performing best.
If the ad group is not performing well, make a note to measure performance during next month’s review.
Note high performing copy for quarterly updates
If any ad group is underperforming click on asset details to see at a granular level which component/s of your ad group are bringing down performance, make adjustments as necessary. Utilize asset details of high-performing ad groups and use those findings to improve poor-performing group/s.
If glaring underperformance is found for ad or ad group make any adjustments necessary, but if it needs time to gain valuable data to ensure we are not shutting it off prematurely, please wait until quarterly review (use your judgment here.)
If images are not performing well, refer to the image folder to replace low-performing imagery.
If the copy is not performing well use ad copy to find a new headline or description to replace it with.