Here you'll find the tools, training, and other resources used by the Dealer Spike SEM Team to perform routine monthly tasks, as well as advanced one-off tasks

Monthly Work

SEM Specialists

Audit relevant account metrics to ensure consistent KPI performance
- Clicks
- Impressions
- CTR
- Conversions
- Search Impression Share
Make sure the account is up to date
- No out-of-date ad copy, unit models, no display ads older than 3 months, etc.
- Update keyword lists, update ad copy, update ad groups, literally anything that will help the account perform better
Complete any client requests found in the client sheet (or otherwise communicated from the Account Managers)
- Monitor Teams and Outlook (email for) additional client requests from the Account Managers
Complete any QA corrections
Add call notes for any recent work completed
Perform "as needed" tasks:
- Adding negative keywords
- Creating / removing bid adjustments
- Audit location targeting
- Checking account performance by Date and Time
- Keyword, search term, and ad copy audits

Monthly Work Resources

Google Ads
- Google Ads Editor (optional)
Microsoft Ads (Bing)
Facebook Ads
Client Sheets (for all Call Notes / AM notes) [access on Google Drive]
SEM QA Trello Board

Fluency

SEM Specialists

Ensuring the budget is input correctly and pacing correctly
Ensure the ads, ad copy, keyword lists, etc., are all relevant to the account
- Especially if applied to a Blueprint (can generate irrelevant terms, overly broad terms, etc.,)
Double check that all account changes are being applied correctly and Fluency is not overriding your changes

Fluency Resources

Addendums (Budget Changes)

Account Managers

Using call notes from the SEM Specialist an Account Manager will:

Propose an Addendum (budget change) to the client based on the recommendation of the SEM Specialist
Send signed Addendums to Accounting
Inform the SEM Specialist of a client wanting to change their budget (at present through the client sheet, Teams, or email)

SEM Specialists

Monitor a client's SEM campaign for potential budget adjustments (reallocation, increase, decrease) and inform Account Manager with a client breakdown explaining proposed changes and projected benefits for the AM to present to the dealer
Reach out to Account Managers regarding the status of in-progress Addendums (budget changes), budget breakdowns, etc.
Update the client sheet with the date of the confirmed budget change (Addendum) in the "Work Done" column

Addendum Resources

Advanced Tasks

SEM Specialist

For those clients who've been an SEM customer for longer periods of time, 12 months or even longer, it is essential we go above and beyond in order to deliver continued results and retain their business. Be sure to complete the following:

Check that the location targeting is accurate and reflects your clients' goals
- Check in with the Account Manager to make sure the current location goals are accurate
Check and ensure all conversions are tracking correctly
Check and ensure all keyword lists are accurate, and spending correctly
- Not spending too much money on one specific keyword
Monitor industry trends for potential changes needed to the account
- For example, currently there is a lot of variation with search terms due to COVID-19 (more people at home but fewer searches for luxury items)
Update older display ads
Update older ad copy, anything older than 4 months.
- Don't nuke it all and start over, but update or freshen up the ad copy, make it look newer, different
Monitor Google search volume for keywords we're bidding on for seasonal trends
Monitor for any changes made to Google Ads
- Changes in the algorithm, changes in extensions, etc.

Advanced Task Resources

Once you've completed the 3. Maintenance (DS SEM) phase of the Dealer Spike SEM Project Life Cycle, it's time to move on to 4. Reporting (DS SEM) !

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