Google Adwords Pay Per Click Checklist

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2 Ggle Adwrds Pay Per Click Checklist This checklist summarizes all the different things that need t be setup t prperly ptimize Ggle Adwrds t get the best results. This includes items that are required fr Adwrds setup, as well as gathering the infrmatin yu need t ptimize acrss all Ggle prperties fr best perfrmance. Obviusly these are nt the nly things yu shuld be ding in yur PPC accunt, but this checklist prvides a gd fundatin fr daily, weekly and mnthly PPC management activities. Ggle Accunt Setup Infrmatin Setting up yur Adwrds accunt is quite simple but there are several pieces f infrmatin yu need t have ready. Here is sme f the data t have available prir t setting up yur Adwrds accunt. Business Name Business Address Website Address Shrt Business Descriptin Lng Business Descriptin Cntact Address Ggle Accunt Address Business Phne Cntact Phne Mbile Phne Business Phts Business Offers Serving Custmers Radius Frm Business Days / Hurs Of Operatin Ggle Adwrds Setup Once yu have secured the infrmatin listed abve yu can setup yur Ggle Adwrds accunt. The fllwing is the high level setup; we will g thrugh mre detail later in this dcument. Setup Ggle Adwrds Accunt Setup Billing Cntact Infrmatin Fund Ggle Accunt With Credit Card On File Set Daily Budget Set Max. CPC Default Create Adwrds Campaign(s) Define Target Netwrks (we recmmend Search Only fr mst uses) Select All Features Create Ad Extensins Sitelinks Extensins Lcatin Extensins Call Extensins Cpyright 2015 PPC Dminatin Cnfidential T PPC Dminatin Subscribers Page 2

3 Setup Cnversin Tracking (if applicable) Setup Mbile Preferences Define Lcatin Preferences Define Language Preferences Set Schedule Fr Ads T Run Search Netwrk Campaign Setup Setup Ad Grups Write Ad Cntent and Setup Ads Setup Keywrds in Campaign Define Negative Keywrds Identify Landing Page(s) URL(s) Manage Exact / Phrase / Brad Match Variants Setup Rich Snippets / Breadcrumbs Mnitr Results Remve 'Lw Search Vlume' Keywrds Adjust Pricing Fr 1st Page Keywrds Adjust Pricing Fr Tp f Page Keywrds Mdify Site Links As Required Setup and Manage Negative Keywrds Ggle Integratin / Optimizatin Ggle is like a giant spider web, there are multiple Ggle prperties such as Adwrds, Analytics, Webmaster Tls, My Business (Ggle+) and thers. One f the best ways t imprve yur ad campaign results is t have the Ggle prperties integrated tgether and ptimized. The fllwing are the varius types f infrmatin yu will need t have available. Ggle My Business Cmplete Prcess T Mail Pstcard Verify Pin Number In + Lcal Accunt Uplad Phts Link +Lcal t Website Verify Cntact Inf Address Custm +Lcal Url +Lcal Cver Image +Lcal Business Descriptin +Lcal Business Radius +Lcal Business Hurs f Operatin Ggle Places Fr Business Accunt Set Up Ggle Adwrds Integratin Cnnect Adwrds Accunt T MCC (if applicable) Link Adwrds t Ggle Places Setup Ggle Frwarding Phne Numbers Cpyright 2015 PPC Dminatin Cnfidential T PPC Dminatin Subscribers Page 3

4 Setup Weekly Reprts Ggle Analytics Install Tracking Cde On Website Link Adwrds Accunt t Analytics Ggle Webmaster Tls Install Verificatin Cde On Website Submit Sitemap T Webmaster Tls Link Adwrds t Webmaster Tls Cpyright 2015 PPC Dminatin Cnfidential T PPC Dminatin Subscribers Page 4

5 Daily Adwrds PPC Tasks Nw let s lk at sme f the Adwrds tasks yu shuld be ding each day t best manage yur PPC campaigns. Check Keywrd Bids and Daily Budget Watch yur budget every day If yu are cnstantly getting Limited By Budget messages yu might want t cnsider raising the daily budget because this message implicitly means yu are lsing clicks If yu are nt using up yur cmplete daily budget that means yu can raise bids, expand yur keywrd lists r take ther actins t get mre ad rtatins and drive mre clicks If yu have keywrds that are getting strng perfrmance, cnsider raising yur bids Likewise if there are keywrds that are depleting yur budget with lw r n ROI yu might want t cnsider lwering the bids Remember, yu can always pause varius aspects f the PPC campaign yu can pause the campaigns, ad grups, ads r even specific keywrds if they have a lw ROI r lw quality scre Keywrd Research Remember, keywrd research never stps Find and add new keywrds t cntinue expanding yur campaigns and extending yur reach int yur target market Use the keywrd search details reprt t identify negative keywrds that prduce bad r wasteful clicks Experiment with different keywrd match types (brad, phrase, exact, brad mdify, etc.) t see which prvides the best results Optimize Ad Text Build ut new ad cntent n a cntinual basis Always try t have a minimum f three ads running fr each ad grup Over time yu can weed ut the least perfrming ad and replace with anther ad Remve the wrst perfrming ad and keep the best tw perfrming ads Wash, rinse, repeat When writing new ad cntent try different things t test, fr example: Change the headline Create a different call t actin Use features like Dynamic Keywrd Insertin (DKI) t imprve quality scre Imprve Campaign Relevancy Dn t lump all keywrds and ads int ne ad grup and let Ggle figure ut the best match Setup and use different ad grup int smaller, mre targeted grups with specific keywrds that are targeted fr each ad grup Write highly relevant ads that are targeted t the specific keywrds in that ad grup Make sure yur landing pages are targeted t the ad cntent and targeted keywrds Cpyright 2015 PPC Dminatin Cnfidential T PPC Dminatin Subscribers Page 5

6 Lk at Yur Adwrds Reprts Cmpare yur daily budget t make sure yur ad spend and expected revenue are in alignment Cmpare yur daily ad spend t cnversins (leads, calls, sales, etc.) t make sure that visitrs are taking the actin that yu want them t take Watch the imprtant metrics n a daily basis t make sure that Clicks, Impressins, Average CPC, Average Psitin and ther data is cnsistent each day In shrt, make sure yur Adwrds campaigns are returning value every single day Weekly PPC Tasks Mnitr Yur Campaign Perfrmance And Adjust Accrdingly Yur weekly tasks shuld fcus n imprving prject perfrmance. There are a number f activities t examine and mdify t help reach that gal: Ad Campaign Perfrmance Make nte f yur perfrmance t see if yu are achieving r falling shrt f yur prject gals Adjust yur campaign details (Max. CPC, ad cntent, landing page cntent, etc.) as needed There are many metrics yu can bserver but tw that yu shuld prvide fcus n are ad spend and # f cnversins (if yu are using cnversin ptimizatin) Adjust yur daily budget and keywrd Max. CPC bids (up r dwn) as needed t cntrl ad spend If yur campaigns are ver perfrming then reallcate daily budgets t the highest cnverting campaigns r ad grups If yur campaigns are underperfrming pause specific ad grups, ad r keywrds that are nt cnverting r have a lw CTR ALWAYS fcus n ways that yu can imprve yur campaign quality scre Campaign Budget Management Use the detailed reprting capabilities in the Adwrds dashbard t find keywrds that have lw CTR r are nt prviding cnversins; adjust bids as necessary Use the Keywrd Search Term Details reprt and the Opprtunities tab t find and add new keywrds t the campaign Always be lking ways t mine new targeted keywrds frm anywhere pssible Keep an eye n keywrd bids and adjust Max. CPC up r dwn fr best results Mnitr yur cmpetitin are they encraching n yur keywrds, have they made changes t utbid r utrank yu, are there new pprtunities because cmpetitrs pulled back, etc. Fcus n the perfrmance f yur keywrds, cnsider the fllwing: Pause keywrds that aren t perfrming Cntinue t find and add new negative keywrds t yur accunt Mnitr yur cmpetitrs with analysis tls t add new keywrds, adjust bid strategies r mdify ad cntent Use the Impressin Share Reprt t see hw yu are ranking against yur cmpetitin; use this data t mdify daily budget, Max. CPC bids, change match types, etc. t mst effectively reach yur target audience Ad Review Cpyright 2015 PPC Dminatin Cnfidential T PPC Dminatin Subscribers Page 6

7 Yu shuld be testing ut mre than ne ad per ad grup at a time, if nt mre, in rder t see which ads are perfrming well, and which ads are underperfrming. Yu will want t check t see hw yur keywrds are perfrming, yur impressins, and als yur ad cpy. Bi-Weekly Tasks Negative Keywrd Additins Negative Keywrd Additins Reduce bad r wasteful nn-targeted by identifying nn-relevant keywrds and add them t yur negative keywrd list Use the Search Terms Detail reprt t discver what search terms are actually being used by visitrs Decrease yur ad spend and increase CTR by preventing nn-targeted keywrds frm triggering yur ads t be shwn Cntinue Expanding Targeted Keywrds Discver what yur cmpetitin is ding Think utside the bx and get creative with seed keywrds Use varius keywrd research tls t dig deep and wide Use the Search Term Details reprt t find actual search terms being used and add apprpriate keywrds t yur targeted list Ad Review Always have at least three ads running in any ad grup Pause r remve the mst underperfrming ad Write new ads t replace the ads that are paused r remved Yu will need t make sure that yu have enugh data (# f impressins, clicks, etc.) t best evaluate ad perfrmance Think utside the bx, get creative n the ad cntent Dn t let ads run frever withut changing cntent frm time t time t reduce the amunt f ad fatigue which is caused when the same ad runs fr t lng Substitute headline cntent r change the call t actin Use dynamic keywrd insertin (DKI) where applicable t get ads that match the search terms that were entered D cmpetitive research t see what yur cmpetitrs are ding Keep yur ads fresh and try things t make yur ad cntent unique against the cmpetitin Impressin Share Reprt Keep an eye n the impressin share reprt t see hw yu stack up against the cmpetitin Cpyright 2015 PPC Dminatin Cnfidential T PPC Dminatin Subscribers Page 7

8 Mnthly Tasks Check yur campaign settings t make sure they are current Validate that the crrect lcatins, languages, netwrks, devices and schedules are still crrect Cmpare yur landing page cntent against yur cmpetitin what are they ding that yu can emulate Split test yur campaigns with new r revised landing pages t see if yu can create better campaign results Mnitr yur keywrds t find any changes that yu might need t make Check quality scre n yur tp and bttm perfrming keywrds t see where / wh yu can make imprvements Cntinue t review hw yur ads and ad cpy is perfrming, and make changes as necessary Review yur ad grup ptimizatin t make sure that yur keywrds are targeted fr the theme f each ad grup Make new ad grups t fine tune the campaigns at an even mre granular level Review the keywrd match types t make sure yur CTR and cnversin are getting best results Test the impact f using different keywrd match types in yur campaigns Analyze the infrmatin prvided by the Ggle Adwrds Opprtunities tab t find new areas that might imprve the campaign Cntinue t ALWAYS be ding new keywrd research Fcus n quality scre acrss all yur keywrds Use the Adwrds Dimensins and Segment reprts t understand when yur ad peak perfrmance times are and pssibly use Enhanced CPC bidding t target thse times Use the same reprts t determine what types f devices are used by peple searching fr yur keywrds and ptimize fr mbile if necessary Review the same reprts t check hw yur ads are perfrming acrss the varius gegraphical areas that yu are targeting Cntinue t review campaign settings t fine tune areas f pprtunity Other data t be checking regularly. Impressin share Lst impressin share Outranking share Review all reprts n mnthly basis Histrical perfrmance Stay updated n Ggle Adwrds plicies and pay per click industry trends Cpyright 2015 PPC Dminatin Cnfidential T PPC Dminatin Subscribers Page 8

9 Keywrds Checklist Make sure all the keywrds are hused in the crrect ad grup. Be sure yu re utilizing apprpriate match types and are nly using ne type f keywrd match type within any ne ad grup (sme exceptins t this are k) Get rid f any duplicate keywrds acrss multiple ad grups r campaigns Review Search Term Details reprt t make sure yur negative keywrds are always updated Make sure there are n negative keywrds that are cnflicting with yur targeted keywrds Weed ut underperfrming keywrds and keep the number f keywrds in any ne ad grup as small as pssible Utilize all the Ggle tls t measure yur keywrd effectiveness (Adwrds, Analytics, Webmaster Tls, etc.) Ads Checklist Ad cntent shuld include relevant headline and text Use keywrds where pssible in yur display URLs Mbile searches nw accunt fr nearly 50% f all searches; utilize Call Only Ads t get best results frm mbile searches Have a strng call t actin in yur ad cntent call nw, learn mre, etc. Split test ads by adding new ads and weeding ut under perfrming ads Make yur ad cntent highly relevant t targeted search terms and t yur landing pages Track all data at the ad level which ads are getting served mst ften, which ads are getting mst clicks, which ads are cnverting better, etc. Keep ad cntent unique fr the ad grup yu are targeting Ad cntent shuld be very relevant t the keywrds in the ad grup Ad Grups Checklist Fcus the keywrds in the ad grup s that they are highly relevant with the ads and the keywrds that yu are targeting Keep the ad grup default bid cnsistent with the daily budget and Max. CPC yu are bidding acrss the targeted keywrds Campaign Checklist Fr best results t get targeted traffic with PPC use Search Netwrk nly and select All Features Als make sure Include Search Partners is enabled t get brader reach fr yur ads If yu want t have yur ads running fr a specific time perid make sure yu have an end date selected n the ad schedule Set yur daily budget s that it meets the gals f hw much yu want t spend each mnth; remember the maximum yu will spend is yur daily budget * 30.4 days in Ggle s definitin f a mnth Duble check the lcatin settings t make sure yu are targeting the right lcatins Verify the language settings are cnsistent with yur page cntent Decide if ne campaign r multiple campaigns are best t meet yur gals Cpyright 2015 PPC Dminatin Cnfidential T PPC Dminatin Subscribers Page 9

10 Check the Ad Rtatin settings t either shw ads evenly r as fast as pssible thrughut If yu d nt have a mbile respnsive websites make sure yu dn t shw the ads n mbile devices Ad Extensins Checklist Take advantage f the ad extensins t get the mst value fr yur ad campaign, these include: Lcatin extensins Sitelinks extensins Call extensins Review extensins Scial extensins Landing Pages Checklist Make sure yu landing cntent is useful and als keywrd relevant t the search terms yu are targeting Include multiple strng calls t actin fr the business r ffer yu are prviding Include the targeted keywrds in the meta tags (header and descriptin), and in the page cntent t imprve yur ad quality scre Keep the landing page simple s that it lads fast and prvides the infrmatin that the visitr is seeking t find based n the infrmatin they want t find Keep the landing page simple and remve all ther navigatin links t ther pages Make sure yu include links t active Terms f Service, Privacy Plicy and Disclaimer pages Budgets and Bids Yur daily shuld be set t meet yur verall mnthly ad spend gals If yu want t adjust bids fr mbile devices please set rules accrdingly Always chse manual bids vs. having Ggle suggest yur bids fr yu --- remember, yu want t be in cntrl and nt leave it up t Ggle t set yur bids Determine the value f a click t yur website --- if yu are selling a $10 item and the clicks are csting yu $1 each, then yu can get 10 clicks and break-even; make sure yu d the math A CTR f 1% is cnsidered gd, but strive t 2%+ t get better campaign results Watch yur activity n a cnsistent basis and adjust individual keywrd bids t get the results yu want with yur campaign Remember --- the purpse f ding Adwrds is t get targeted clicks t yur website; dn t set the bids s lw that yur ads are never shwing up high enugh in the rtatin Set flexible bid strategies t ptimize fr clicks, cnversins, etc. Cnversin Tracking & Gals Cnversin tracking is the best way t measure the effectiveness f yur ad campaign Track cnversins based n what is mst imprtant fr yur business --- that culd be the # f sales, r the # f leads, r the # f dwnlads r whatever is mst imprtant fr yur business Link yur Adwrds accunt t Ggle Analytics and set gals t track yur campaign activities Cpyright 2015 PPC Dminatin Cnfidential T PPC Dminatin Subscribers Page 10

11 Appendix A Pay Per Click Resurces The fllwing is a summary f resurces we discussed in this ebk: Keywrd Research Tls: - Market Samurai: - SEMRush: - Keywrd Pad: https://gdkeywrds.cm/keywrd-pad/ - KeywrdTl: - UberSuggest: Landing Page Tls - Optimize Press: - InstaPage: Autrepsnders - GetRespnse: - Rapid Mailer: Ggle Tls / Infrmatin - Ggle Keywrd Planner: https://adwrds.ggle.cm/keywrdplanner - Ggle Analytics: - Ggle Webmaster Tls: https://www.ggle.cm/webmasters/tls/ - Ggle Adwrds Supprt: https://supprt.ggle.cm/adwrds/ Cpyright 2015 PPC Dminatin Cnfidential T PPC Dminatin Subscribers Page 11

12 Appendix B Additinal Services There are a number f services that we can prvide t help yu have a successful pay per click marketing campaign: 1) Adwrds management If after reading this ebk yu wuld like t have prfessinal management fr yur Adwrds campaigns, we wuld lve t wrk with yu. We have a variety f mnthly plans that will allw yu t leverage ur experience and knwledge. Click here t request mre infrmatin: 2) Keywrd Research One f the mst imprtant elements f an Adwrds campaign is the keywrd research phase. We can ffer extensive keywrd research services t prvide yu with the best keywrd search terms fr yur campaign. Click here t request mre infrmatin: 3) Adwrds Cnsulting Maybe yu just need a guiding hand and caching t have the level f cmfrt yu need t kick ff yur Adwrds campaign. We can ffer a variety f mnthly cnsulting services t prvide yu the hands n knwledge yu need and a resurce t answer any questins yu might have. Click here t request mre infrmatin: Cpyright 2015 PPC Dminatin Cnfidential T PPC Dminatin Subscribers Page 12

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