30+ Best PPC Google Adwords Checklist

30+ PPC Google AdWords Checklist

Here are 30+ PPC Google Adwords checklist to help in the process of Pay Per Click Google Adwords Account Set-Up or initial PPC AdWords campaign management process to overcome any basic complexities in PPC Google AdWords;




Initial checklist for PPC Adwords Campaign Management:
  1. Make sure the time-zone & currency of your PPC Adwords account is correctly defined; once saved you can’t alter it
  2. Recommended to create PPC Adwords campaign structure with excel initially then directly implementing in the interface. It’s important to save all task in a folder . Hubspot created a great free AdGroups template.  Download it from their website.
  3. Define target location for each of your PPC AdWords campaigns
  4. Define every campaigns budgets based on Client’s target objective, significance, ROI expectation, location and devices. For e.g., Brand needs less budget compared to Generic campaign with a bit higher budget than to Brand, and product/service specific campaign with much higher budget, as they are your main goal meeting campaigns
  5. Understand PPC metricshttp://www.slideshare.net/ranjanraji/ppc-google-adwords-metrics
  6. Default Bid/Max CPC bid should be clearly defined at either Adgroup or Keyword level. Adgroup defined bids will be applied to keywords, if keyword bids is not mentioned
  7. PPC Campaign budget should be higher than keyword Max CPC
  8. Keyword Planner Tool is used to identify new keywords, negative keyword ideas, performance stats, grouping keywords into themes.
  9. Recommended to have your Google AdWords Search Network & Display Network targeting campaign separate in order to understand each network performance
  10. Important Google AdWords Campaign settings, while going live with new campaigns;
    1. Ad Delivery – Accelerated delivery for higher frequency of ad occurrence
    2. Delivery Method – your ad should be in “rotate evenly” mode initially
  11. Enable Auto Tagging “YES” by following the given steps. Open www.google.com/adwords, then Go to: Account Settings – Preferences – Edit Auto Tagging Tab in Adwords Interface & select “Yes”. When done, it would help to track the adwords performance in Google Analytics interface automatically.
    1. If auto tagging is not changed to YES, then you have to manually tag the keyword performance in Google Analytics by generating tags from Google Analytics URL Builder tool.
  12. Creating of Conversion Tracking code for Direct Response clients; once create conversion types, you can view conversion related PPC metrics in the interface columns
  13. Don’t forget to add the conversion tracking code in the goal/thank you page of your website
  14. Integrating/linking Google Analytics from the Adwords interface
  15. Decide on right Keyword Match Type keyphrases for all adgroup keywords – experiment with all PPC match types but recommended using modified broad match to start with, while closely monitoring
  16. Search Query Report can be generate by clicking on: (Under Dimension Tab -> View -> Search Term) Helps you generate new keywords idea along with negative keyword list too. It has also got performance stats to help you analyze and confirm, if your decision of choosing a new keywords will help you to achieve goal or not?
  17. Ads for every ad group in the form of Text | Image | Videos | Rich Media | Dynamic | Shopping Ads (Best Practices)
    1. Limit the number of ad copies to 3 in an adgroup.
    2. Adcopy character limits (Headline 1 = 30, Headline 2 = 30, Description Line=80, Display URL=35, Final URL=1024). Note: Always prescribe destination URL at the Adcopy level.
    3. Use keyword in Display URL
    4. Any modification in the existing adcopies, would lead to lose of history or quality score thus impacting the performance
    5. Advisable to try new adcopy every month
    6. Adding of either ! or . in the description line 1, would place your line 1 next to Headline, if your ads is in 1-2-3 ad ranking
  18. Create Adgroup with common theme keywords ideas with relevant adcopies while directing to specific landing pages in order to build high quality score
  19. Deeplinking Destination URL – Define each of your keywords adcopies to the specific landing page than sending the user to Home page everytime
  20. Use Ad Extensions Sitelinks for Brand & Competitors campaigns, as the chances of showing in 1-2-3 is much higher than to Generic or Specific campaigns, where competition is reqular
  21. Dynamic Keyword Insertion adcopies shouldn’t be used for Competitor specific campaigns as it may lead to trademark violations. And try using less for Brand campaigns, as it might not help you much, since you can have a strong Brand specific ads by yourself than depending on DIK.
  22. For Display Network campaigns, the keywords bids should be reduced to 1/3rd of the Search Network or start with a very nominal bid, as it can exhaust your budget quickly
  23. Quality Score of Display Network will not impact the Quality Score of Search Network
  24. Ad Rank = Max CPC * Quality Score
  25. Quality Score is calculated every time your ads is in auction
  26. Change History feature under Tools tab helps you to check the changes made by others
  27. Use Ad preview and Diagnostics tool to check ad copy status and;
    1. Where your keyword ads is positioned
    2. Advantage is, it won’t add impression to the account performance
  28. Adwords Editor helps you to work on account campaigns offline, in bulk uploading of either Campaigns, Adgroups, Keywords or Adcopies along with large optimization changes in sec/min
  29. Use right Bid Strategy under Campaign Settings
  30. While uploading the keywords through Adwords Editor, keywords shouldn’t be more than 10 words length limit
  31. Use labels for campaigns, adgroups, keywords and adcopies in order to check the performance independently than calculating everything
  32. Save all the upload, analysis files for future reference with correct date-month-filename-username etc.,
  33. Always be testing!

 

For any Google PPC Adwords / Bing AdCenter / Social Ads clarifications/assistance / support, please call Ranjan Jena PPC Professional @ +91-7760969452 or mail; info@emarketeducation.in

 

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