PPC campaigns are great marketing tools, but every detail matters. Even if you’re a pro at launching campaigns, it’s easy for things to get overlooked. Using a checklist before your campaign goes live is helpful and ensures that nothing slips through the cracks and disrupts your marketing campaign months down the road. Plus, you can’t deny the fact that a strong PPC campaign relies on organization, proper planning and attention to detail.

Below are basic checklists for each part of the PPC preparation process on the search network. These checklists are helpful for both new PPC campaigns and those being copied/pasted from existing ones.

Let’s get started:

Keywords Checklist

  • All keywords should be housed in the appropriate ad group.

  • The correct match types should be utilized. Note: The close variant setting will be changing this month.

  • Identify possible duplicate keywords.

  • Check the negative keyword lists to ensure that relevant keywords aren’t negated in your new campaign.

Ads Checklist

  • Ads should include the most relevant headline.

  • Verify that display URLs have keywords in them where possible.

  • Mobile-specific ads should be included. Add calls-to-action for mobile users, such as being able to click on your phone number.

  • Split test the ad copy between the two ads included in each ad group. Create two different messages with two different call-to-actions to compare.

Ad Groups Checklist

  • Look over the naming convention for each group.

  • Make sure that all ad groups match the content that’s in them.

  • Determine the ad group default bid to ensure that it’s what you want for each ad group.

Campaign Checklist

  • Double check the daily budget – new campaigns should have a sufficient budget to launch with. It’s not a good feeling when you realize that you’ve reached the max cost per click by 9 am.

  • Look over the campaign settings. Target the right location and ad scheduling, especially if your ads are being launched in the U.S. and internationally.

  • Make sure the campaign is set to the search network.

Ad Extensions Checklist

  • All PPC campaigns should have the appropriate extensions for their business, which are designed to increase prospects. Plenty of extensions are available and include call, seller ratings, location and sitelinks.

Landing Pages Checklist

  • The content should deliver on what it promises.

  • Add a strong call-to-action.

  • Keywords in the ad may be used in the headline and copy of the page.

  • The page should load quickly (a recommended one second or less) and have easy navigation.

Tracking Checklist

  • The correct tracking parameters should be added to the ads’ destination URLs if the account requires additional tracking parameters.

  • Include a goal in Google Analytics tied to the ad in order to track conversions.

When your campaigns are up and running, keep tabs on them to ensure they are moving smoothly!

 

Mike Brayton
PPC Strategist