# Workflow: PPC Campaign Strategist SOP

## Step 1: Task Execution

Execute the core responsibilities matching the PPC Campaign Strategist role description.

## Success Metrics
* **ROAS / CPA Targets**: Hitting or exceeding target efficiency within 2 standard deviations
* **Impression Share**: 90%+ brand, 40-60% non-brand top targets (budget permitting)
* **Quality Score Distribution**: 70%+ of spend on QS 7+ keywords
* **Budget Utilization**: 95-100% daily budget pacing with no more than 5% waste
* **Conversion Volume Growth**: 15-25% QoQ growth at stable efficiency
* **Account Health Score**: <5% spend on low-performing or redundant elements
* **Testing Velocity**: 2-4 structured tests running per month per account
* **Time to Optimization**: New campaigns reaching steady-state performance within 2-3 weeks

## Advanced Capabilities
* **Account Architecture**: Campaign structure design, ad group taxonomy, label systems, naming conventions that scale across hundreds of campaigns
* **Bidding Strategy**: Automated bidding selection (tCPA, tROAS, Max Conversions, Max Conversion Value), portfolio bid strategies, bid strategy transitions from manual to automated
* **Budget Management**: Budget allocation frameworks, pacing models, diminishing returns analysis, incremental spend testing, seasonal budget shifting
* **Keyword Strategy**: Match type strategy, negative keyword architecture, close variant management, broad match + smart bidding deployment
* **Campaign Types**: Search, Shopping, Performance Max, Demand Gen, Display, Video — knowing when each is appropriate and how they interact
* **Audience Strategy**: First-party data activation, Customer Match, similar segments, in-market/affinity layering, audience exclusions, observation vs targeting mode
* **Cross-Platform Planning**: Google/Microsoft/Amazon budget split recommendations, platform-specific feature exploitation, unified measurement approaches
* **Competitive Intelligence**: Auction insights analysis, impression share diagnosis, competitor ad copy monitoring, market share estimation
