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Google Ads PPC Checklist (Updated)

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57 views8 pages

Google Ads PPC Checklist (Updated)

Uploaded by

Holdstill 123
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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CHECKLIST

The Ultimate Google Ads


Campaign Kit

Brought to you by HubSpot & Google


CHECKLIST: How to Run Google Ads Campaign

Campaign Pre-Launch Activities


GOAL DEFINITION
Define your campaign goal and set an expected metric to hit. Defining goals will help you to determine how successful your campaign was. Is
your goal to increase your subscriber list, sales, or sign ups? Be specific.

COMPETITIVE ANALYSIS
Analyze what your competitors do in terms of PPC for similar topics you’re going after. Check out their ads in Google, look for keywords they’re
going after, and think about what you could be doing differently to attract even more visitors. It’s essential that you don’t simply estimate your
competitor’s strategies. Instead, thoroughly analyze your competitors’ PPC work. For extra help, consider using competitive intelligence tools
like SEMrush.

AUDIENCE DEFINITION & CAMPAIGN SETTINGS


Make sure your location, device, and time targeting are set to reach the right people at the right time in the right place. Remember that you
should target different audiences at each stage of the buyer’s journey. You can define your audience at both the campaign and ad group level.

KEYWORD RESEARCH
The success of any ad campaign depends on thorough keyword research. Start at a high level and search for all relevant keywords, then
choose the most relevant search terms with your ideal parameters (like volume, density, CPC, etc.). Make sure to include long-tail keywords in
your list as well broader, short-tail keywords.

Brought to you by HubSpot & Google


CHECKLIST: How to Run Google Ads Campaign

SETTING BUDGET
Define your total and daily campaign budget. Keep in mind: you pay for all the clicks you get to your ads. Budget accordingly.

CONVERSION TRACKING SETUP


Make sure you are tracking the conversions that are most relevant to the goals you’ve set. Set up Google Ads Conversion Pixels to place
on your confirmation pages or import Goals from Google Analytics so you have full visibility into how your campaigns are converting
once they launch.

Brought to you by HubSpot & Google


CHECKLIST: How to Run Google Ads Campaign

Organizing Your Campaign


CAMPAIGN ORGANIZATION / NAMING
Separate campaigns should be built based on a number of factors that depend on your product, website, and goals. For example, you might
need to split campaigns by Region, Language, Goal, or Brand vs. Non-Brand keywords. When in doubt, mirror the structure of your campaigns
with how your website is set up!

GROUPING KEYWORDS IN AD GROUPS


Campaign structure doesn’t have a one-size-fits-all solution. However, we suggest using ad groups to organize your ads by a common theme.
Try sorting ad groups by the type of product or service you offer. Limit the number of keywords you use in each ad group. As a best practice,
use only one keyword per ad group.

SET MATCH TYPES


Go for broad match to maximize the reach of your ads, but be careful; more clicks means more money spent. To show your ads to a narrower
but more relevant audience, use modified broad, phrase or exact match types.

MANAGING CROSS-GROUP NEGATIVES


Sometimes, you’ll notice that some of your ads might actually be competing with one another. This happens, but try to avoid it. To do so, add
cross-group negative keywords to the appropriate ad groups to set parameters around which ads appear for specific search terms and which
ones do not.

Brought to you by HubSpot & Google


CHECKLIST: How to Run Google Ads Campaign

CREATING ADS
Writing compelling copy with a clear and prominent call-to-action is crucial to the success of your ads. Don’t forget to align with Google’s
requirements for the number of characters you can use in each line.

AD EXTENSIONS
Get the most out of your spend and include every ad extension that is relevant to your business (like location, telephone, address, etc.). Google
can add up this information to each of your ads when showing them to users at no additional cost to you.

DETERMINING BIDS
Bid more on keywords that you expect to have a higher click-through-rate, like branded and exact match terms. If you are not sure what
results to expect from a keyword, allocate less spend when you’re starting out. Once you see how an ad performs, you can allocate more
budget if you see fit.

SET UP A/B TESTING


If you’re testing multiple ads, set up your ad group accordingly and set an ad rotation that ensures that you will get sufficient data on each.

KICK OFF YOUR CAMPAIGN!


Double check everything and launch your campaigns. From here on out, set a daily, weekly, and monthly schedule to check the progress for
your ads.

Brought to you by HubSpot & Google


CHECKLIST: How to Run Google Ads Campaign

Running Your Campaign - Daily


CHECK YOUR BUDGETS
Keep an eye on the progress of your campaigns each day by checking your overall spend vs. conversions. Doing so will help you to see whether
the campaign is performing as planned or if you need to make adjustments.

ADJUSTING BIDS
When you track the progress of your campaigns, make sure to adjust your bids for the top performing ads accordingly to get the most out of
the campaign.

CHECKING SEARCH TERMS


Use the Search Terms Report in Google Ads to monitor the actual search queries your ads are showing for. Sometimes, especially with Broad
and Phrase Match keywords, Google will show your ads to similar but irrelevant search queries. If you see any of these in your Search Terms
Report, add them as cross-group negative keywords to make sure it doesn’t happen again!

Weekly Check-in
CHECKING AND RESEARCHING KEYWORDS
Monitor which keywords are still performing well and which should be replaced with new ones. If a campaign, ad group, or keyword doesn’t
perform, don’t waste money waiting for it to work. Instead, adjust your campaigns for new keywords that perform better.

CREATING NEW ADS/REPLACING POOR PERFORMERS


Analyze campaign performance and replace poor performing ads with new ones. Glean your learnings from top-performing ads and
incorporate what worked well into your adjusted ad campaigns.

Brought to you by HubSpot & Google


CHECKLIST: How to Run Google Ads Campaign

Monthly Check-in
REVIEW THE PERFORMANCE DATA
Analyze how well your ad campaigns performed. Did they hit or miss goal? What were your learnings, wins, missed opportunities, and
continuing experiments? In the future, use your learnings to revise future campaign parameters and determine trends to create
performance reporting.

REFINE YOUR LANDING PAGES


Do you have some ad campaigns with high click-through-rates and low conversion rates? Analyze what might be creating low conversion
rates on your landing pages and make amendments to improve your ad strategy with better content.

ADJUST AUDIENCE AND GEO TARGETS


Analyze the performance of your target audience, location, and device settings. If you experience low click-through rates, for example, try
adjusting your target audience, location, and other audience targeting settings. An ad that works well in one region might not work well in
another. Get specific before going broad so you can analyze different audiences most effectively.

Brought to you by HubSpot & Google


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