Pay-per-click advertising is an essential part of any online marketing campaign. It can boost your traffic, especially if your advertisement is near the top of SERPs.

However, to get your money’s worth, you need advertising that brings in new site visitors who are likely to take meaningful actions. To do that, you must keep on top of your PPC campaign to keep ads relevant. Pay-per-click is a dynamic strategy that requires frequent fine-tuning to ensure you’re appealing to the target audience. In fact, to get the best results, you should be looking at your campaign every day. When working on your strategy, here are three things you must do.

1. Look at Your Daily Budget

Google makes it easy to adjust your AdWords budget as needed. This is helpful since you may need to push ads harder during certain times of the year or even particular days of the week. You should research to determine the best times to invest in PPC and closely monitor the results on a daily basis.

Why go through the trouble of monitoring if you’ve already figured out budget adjustments? If you don’t, you may miss a big opportunity. The internet is always in flux and online moments are fleeting. By checking your budget every day, you can take advantage of viral opportunities.

2. Check on Your Negative Keyword List

You’re probably familiar with keywords, but have you ever heard of a “negative” keyword? These are words or phrases you can select in AdWords so your advertising won’t show up in related searches. They’re essential for narrowing down which SERPs your pay-per-click ads show up on.

Why does that matter? If you allow your ads to show up in very broad searches, that indiscriminately widens the number of users who see them. Instead, you want to optimize your settings so you maximize interest. By checking your negative keyword list every day, you can ensure that your ads are seen by the right audience.

3. Review Your Key Performance Indicators

Finally, you should review key performance indicators at least once a day. KPI lets you know how well your SEO strategies are working. If you see drops in conversion rates, then you know you need to review your campaign and make some changes. Looking at KPI every day is essential because it allows you to stay on top of traffic fluctuations. You don’t want to wait a week before learning there’s something off — that’s a whole week you’ve lost in potential traffic and revenue.