What I fix first
Most PPC accounts do not fail because of one bad bid. They fail because the structure becomes hard to read. Search terms overlap, auto campaigns run without cleanup, exact keywords compete with broad campaigns, and budget goes to placements that do not convert.
I start by reading campaign purpose, search term quality, spend distribution, ACoS, TACoS, conversion rate, rank movement, and listing readiness. From there, campaigns are grouped by intent so the account can be managed without guesswork.
Core PPC work
- Sponsored Products, Sponsored Brands, and Sponsored Display review
- Keyword research and profitable keyword expansion
- Search term harvesting and negative targeting
- Bid, placement, and budget optimization
- ACoS, ROAS, TACoS, rank, and margin review
- Weekly priorities written in clear language
How PPC connects to rank
PPC should not be managed away from organic rank. The best campaign decisions are tied to search visibility, sales velocity, listing conversion, pricing, and inventory. When a product is ready to scale, PPC can push priority keywords while organic rank is tracked daily.