Purpose of this document:
To explain how to run the 2-minute daily health scan that catches issues early.
Why this procedure exists
Checking in with the account every day and making sure the ads are healthy helps us keep a finger on the pulse of the account. It also helps us check or handle things as they come up as quickly as possible. A lingering notification or broken conversion tracking can be caught early, or they can be caught late, and if they’re caught late, it can cause huge problems.
How it works
Five independent checks, each pointing at a different surface where catastrophic failures show up:
- Budget pacing — is spend on track vs the daily target?
- Disapproved ads — are all ads eligible to serve?
- Billing — is the account in good standing?
- Conversion tracking — are conversions still firing?
- Impression share — is reach holding steady?
Each check is yes/no — pass or fail. Any fail stops the daily routine and gets investigated before negative keywords or anything else.
The Process
- Notifications / Recommendations: any major notifications or recommendations? Handle them.
- Campaign Spending: is each campaign spending on track vs the daily target? Not over or under spending?
- Disapproved ads: are all ads eligible to serve? Any errors?
- Billing: is the account in good standing?
- Conversion tracking: are conversions still firing?
- Impression share: is reach holding steady?
- Landing Page: is the landing page loading?
Edge cases
Brand-new campaign (under 7 days)
Impression share will swing wildly while the campaign finds its footing, don’t flag it in the first week.
A planned budget change happened yesterday
If the daily budget was raised or lowered in the last 24 hours, expect spend pacing to look unusual. Pacing rechecks against the new baseline starting tomorrow, don’t flag it.