Chapter 9
Weekly Review Workflow
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A weekly review is not a dashboard tour. It is a disciplined pass that turns settled PPC signals into a small number of justified actions.
Before touching bids, negatives, budgets, or graduation decisions, the seller needs to know what data window is being judged, which campaign roles are under review, which signals are mature enough to act on, and which items belong on the watchlist.
Large catalogs produce more signals than the seller can responsibly change each week. The goal is not to touch everything. The goal is to review the right layers in the right order so the account becomes more stable, not more reactive.
Each weekly pass should end with a bounded queue, not a catalog-wide rewrite. Most rows in the account do not need action this week. They need a current classification such as active review, watchlist, no-budget, organic-only, seasonal-later, legacy review, or leave unchanged. The weekly loop stays calm when only the exceptions enter the action queue.
Table 9.4. Weekly Review Layers
| Review Layer | Main Question | Typical Output |
|---|---|---|
| Data window | Is the data settled enough to judge? | Review, wait, or move to watchlist. |
| Account spend | Is total spend under control? | Investigate spikes or budget pressure. |
| Campaign role | Is each campaign doing its job? | Judge by discovery, scaling, defense, season, or cleanup. |
| ASIN behavior | Which products changed status? | Winner, promising, underexposed, weak, seasonal, or no-budget. |
| Search terms | What buyer language deserves attention? | Harvest, watch, retest, or ignore. |
| Negatives | What traffic should be protected against? | Block, wait, narrow, or retest with better fit. |
| Graduation candidates | What has earned a cleaner structure? | Dedicated test, Phrase, Exact, Auto, or defensive structure. |
| Watchlist | What needs another review later? | Record condition and next review date. |
The table gives the review an order. It keeps the seller from starting with the most emotional question, such as “What spent money yesterday?” or “What got one sale?” Instead, the seller begins with context and moves gradually toward action. If a row does not support a current decision, it should leave the active queue and keep its classification.
The first step is to set the review window. The seller should avoid making normal optimization decisions from data inside the most recent 72 hours.
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