PPC Checklist - Complete

Last Update: April 20, 2016

PPC Checklist - The most complete guide I have ever seen

I have used PPC - Pay Per Click in the past. (Not currently) - and it's VERY easy to get in over your head and lose money FAST.

Kyle has a great introduction to PPC here:

https://my.wealthyaffiliate.com/training/make-mone...

This is one of the best PPC Checklists I have ever come across and therefore I felt the need to share with you guys.... SOURCE: http://midasmedia.stfi.re/ppc-checklist/?sf=lrdeyb


When you hear people talk about Pay per Click (PPC) Management they typically mean Google AdWords.

That said, PPC now spans a whole spectrum of platforms from social media, content, display and of course ‘the daddy’ Google search itself.

This actionable ppc optimisation checklist is directly attributed to managing an AdWords ppc campaign, but it’s fair to say it can be applied to other paid search marketing too. It can also be used as the basis for a campaign review and audit check list.

THE PURPOSE OF A PPC CHECKLIST?

You need a plan and structure (you need a checklist!), because your pay per click accounts won’t run themselves.

Simply put, keeping on top of your paid search campaign means:

  • You control and reduce any wasted budget
  • You improve your conversion rate over time
  • You maximise the return on investment from PPC

WHERE TO START WITH OPTIMISATION?

Optimise for spend or conversions? A simple rule of thumb:

  1. If conversions are high (and accurate), optimise your conversion metrics first
  2. If your account is a low conversion account, look at your costs first
  3. If you’ve high spend with high conversions, such as Ecommerce, focus on best sellers

SETTING EXPECTATIONS

In order to understand performance you must always outline your targets and KPIs. Key elements of your projections such be:

  • Budget
  • Conversions
  • Conversion type (i.e. first-touch, lead, sale, return sale)
  • Cost per Click (CPC)
  • Click-through Rate (CTR)
  • Cost per Acquisition (CPA)
  • Historical performance

Frequency of measurement would be typically 30-days, month to month.

Bigger spending, faster moving AdWords accounts could be measured bi-weekly or even weekly.

Pay per click is forever changing

The below PPC checklist is a tried and tested formula – how do we know, because it’s based on our highly successful internal process:

PLANNING

  • Housekeeping – ensure Analytics is linked and accurately reporting
  • Conversions – tracking is configured and accurately reporting
  • Metrics – understand and outline your KPIs
  • Budget – set budget expectations
  • Project performance – what do we expect to happen when we make the changes
  • Reporting – define your frequency of measurement

DAILY TASKS

BUDGET

  • Monitor and tend to spend vs conversions, split out campaigns that need more spend
  • Measure against historical averages and your campaign targets

FAST MOVERS

  • Look for daily issues in your Click-through Rates (CTR) and spend

ADJUST BIDS

  • Manual adjustment of top-performers, bid up high converters with lower CPA
  • Bid down low or none converting keywords, remember to consider assisted conversions
  • Consider enhanced or automated bidding if >30 conversions per month
  • Look for imperfections and issues with automated bidding performance

KEYWORDS

  • Monitor poor performers, pause manually or create rules to pause based on spend/conversions
  • Look for duplicate and cross contamination keyword issues
  • Pause under-performing keywords based on spend and/or CPA

WEEKLY TASKS

POSITION

  • How are top versus side positions affecting cost and conversions

REBALANCE

  • Refine any performance anomalies such as a drop in CTR

KEYWORDS

  • Use search term reports to find new keyword opportunities
  • Extract and add negative keywords
  • Split out and experiment with keyword match types
  • Look for duplicates and cross contamination issues

MOBILE

  • How is mobile performing versus desktop, adjust bids to suit
  • Optimise click to call vs website conversions

BI-WEEKLY TASKS

IMPRESSIONS

  • Run impression share reports and look for gaps to fill
  • Are high converting Ad Groups and Keywords hitting >95% impression share

AD GROUPS

  • Split larger groups >10 keywords into more targeted, smaller groups
  • Create highly targeted ads to suit keyword(s)
  • Ensure consistent structure of match type groupings

AD REVIEW

  • Make sure there are 2 adverts running per Ad Group
  • Analyse Ad performance – test headlines, CTAs and value propositions
  • Ensure Ad to landing page continuity
  • Ensure sufficient click/conversion data before declaring winners

DISPLAY NETWORK

  • Review placement performance, exclude where appropriate

MONTHLY TASKS

QUALITY SCORE

  • Impression weighted quality score assessment
  • Identify low-quality keywords and work to improve them

SITELINKS

  • Check performance of ad extensions, such as sitelinks - which impact Ad Rank
  • Remove poor performers and replace with new links

DISPLAY ADS

  • Review spend weighted against Search CPA/ROI
  • Review bids and conversions, identify targets and demographics that get results
  • Ensure display ads are being split tested

ANALYTICS

  • Look for best and worst performing landing pages and work to improve
  • Optimise based on visitor metrics vs conversions

AUTOMATION RULES

  • Can you improve efficiency by using rules for certain processes

HEALTH CHECK

  • Look for and investigate anomalies in spend, CTR, Impressions and Conversions
  • Do all broad and phrase match groups have negative keyword lists
  • Do all campaigns have sitelinks and relevant ad extensions

QUARTERLY

LANDING PAGES

  • Review effectiveness of landing pages
  • Where appropriate A/B test content changes
  • Use identical ads to test new landing pages, old vs new
  • Consider improved, more targeted landing pages for continuity

GEOTARGETING

  • Make sure to Identify regions that don’t convert, consider splitting out best performers

DAY PARTING

  • Identify times of day and day of week that require bid adjustments up/down
  • Avoid over optimisation on thin data sets

TRACKING

  • Conversion tracking still relevant and tracking correctly
  • If values are set, are they still true – for example, sales/lead LTV
  • Look for new macro and micro conversion opportunities

HISTORICAL PERFORMANCE

  • How has the account performed this month, quarter and year
  • Compare and contrast, address any top-level performance issues

Lastly, I highly urge you to test your first few campaigns on Bing or even 7Search.com before attempting PPC on Google - unless you have a large advertsing budget. Don't make the mistakes I did learning how to use this powerful, but dangerous advertising and web traffic tool!

I hope this helps!


Cheers,

Pj

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gifted76 Premium
If you create an account and verify your site in Bing Webmaster Tools they give you a $100 coupon to use towards your PPC campaigns for testing purposes and is a great way to test without risking your own money. I got my coupon on June 4, 2016. Please make sure you monitor your campaigns at least twice a day to make sure you don't go over.

[E-MAIL TEXT WHEN I RECEIVED COUPON]
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Muule Premium
Thank you very much for sharing this, pj!
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PjGermain Premium
Thank you Angela!
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DeniseOlsen5 Premium
Great information! Bookmarked for future reference! Thanks for sharing1
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PjGermain Premium
Thanks again Denise!!
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TGrisaft Premium
Wow what a Checklist and Thanks for sharing.
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PjGermain Premium
Thanks again Tom!
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Amasonmarket Premium
Thanks for the information and remain blessed.

Best wishes.
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PjGermain Premium
Thanks very much Austin!

Blessings to you!
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JewelCarol Premium
Excellent tips, good stuff, thanks a lot, Pj. :))
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PjGermain Premium
Thanks again Jewel!
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BillDugger Premium
PJ, I thank you for all the warnings they will save me some change and frustration. Maybe prevent some substantial cash loss and more importantly a little face or ego. I am reluctant to admit I do not know something but the loss of my cash would mean a lot to me while hurting my ego a whole bunch. I really appreciate all you time and investment to prevent that series of loss. I feel very lucky now! Thanks
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MKearns Premium
I make comments on many web sites PJ, but you are an exception as you are an authority who has his act together. The best thing I can do is archive and share. Thank you.
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PjGermain Premium
:-) Thanks very much Mike!!!
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justcruzin Premium
Bookmarked. It is way beyond me at this time.
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PjGermain Premium
Don't worry Deb., it will come .... in time!
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Megastar Premium
Hi PJ thank you for the exhaustive PPC check list. It is a terrific guide to enable us to succeed!
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PjGermain Premium
Much appreciated Leo!
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DarleneB Premium
What an amazing amount of info. Thank you. I'm bookmarking this as I'm not to the point of getting involved with PPC yet.
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PjGermain Premium
Thanks again Darlene!!!
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jdlovel Premium
Once again, you drive home the fact that there is so much more to online marketing than just building a website. It's amazing to consider that just one period in the wrong place can shut down an entire program. SO it is with our online business. They say the money is in the list but that's just part of the equation. It's what you do with the list before during and after. I am just beginning to focus on how to track, monitor, and analyze data. thanks again for being so spot on.
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PjGermain Premium
Exactly JD! Thanks again!!
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PSenwelo Premium
Thanks Pj, you are loaded!
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PjGermain Premium
Thanks a bunch Patricia!
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VMahony Premium
Great info. You are the wizard.
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PjGermain Premium
LOL! I'm happy you think so Viv!
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ArleenWright Premium
Appreciate the check list...! Thank-you
Arleen Wright
Smile...!
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ecomtom Premium
Thanks PJ. PPC seems to be a great paid traffic source, if done correctly. Another extremely helpful post.
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PjGermain Premium
Thanks Tom!
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Keith10 Premium
Extensive research Pj, we all really appreciate the hard work you put in for the community.
Thanks and bookmarked.
Keith
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PjGermain Premium
Much appreciated Keith!
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Chrissies Premium
Really good info, many thanks :)
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PjGermain Premium
Thanks again Chrissie!
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dianegailit Premium
Great check list with lots of information. I am not really familiar with PPC and would like to learn more. Thank you!
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dickw Premium
Hey Pj. I'm a little wary of PPC. Maybe after some study. This great work though. Thanks...Dick
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mjw57 Premium
Have you submitted this on WA as a training? If not, you should. Lots of great info here!
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PjGermain Premium
Great idea Marcie. I'll ponder that! Thanks!
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RayAleksandr Premium
Hi PJ, it was just the right timing, I was trying to set up a Google Adwords campaign, thanks again for the great checklist!
Ray
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PjGermain Premium
Awesome!
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RobertCO Premium
PJ, your great I always find your post both interesting and very helpful to this Newbie --Thanks again!
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PjGermain Premium
Thanks a bunch Robert!
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carlito76 Premium
This is a really good checklist.

However, before getting into AdWords, I highly recommend going through the whole training that it has inside the help tab. It's long, takes a few hours, but it helps a lot to understand what are you doing.
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PjGermain Premium
Totallly agree Carlito!!
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dgharvey Premium
Thanks PJ, need to get my head around this, but very useful and comprehensive.
David
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PjGermain Premium
PPC takes a lot of practice and some funding, so be sure to research it thoroughly!! Thanks David!
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painter14 Premium
i am going to have to devote a few hours to understand all this and then some time setting it up. Thanks for the info.
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PjGermain Premium
Much appreciated Laura!
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