10 Most Important PPC Checks

Use this check-list to ensure your PPC account is running smoothly


1. Monitor and review all of your accounts’ Key Performance Indicators (KPI)

It is always beneficial to review the performance of your campaign the previous day; to make sure everything is running smoothly and to check for any faults. There is no point in changing things in your campaign from a day’s worth of data. Looking at the last few days will give you a better indication of the success of your campaigns. Do these checks on a daily basis to get a better understanding into the patterns of your campaign performance.

2. Campaign Budget Management

Analyse the performance of your campaigns over a certain date range (last 7 days or last month), to monitor the performance of the data. This will give you a better idea on whether you need to move your budget around different campaigns. The campaigns with the highest CTR and conversion rate would benefit with an increased budget; so it is a matter of shifting budget from lower performing campaigns to more successful ones. It would be recommended to manage the performance of your campaigns on a weekly basis.

3. Keyword Management

It is important to always check for the best keywords and to analyse the existing ones. Keyword research is an ongoing process, so it is important to find keywords that have the highest monthly search and an affordable CPC. You can optimise your keywords further by adding negative keywords which will improve the performance of your campaign. It is also important to bid on your keywords effectively, and that they won’t be outranked by competitors.

4. Ad Copy Performance

It is important to check that your ads are bringing in a good amount of clicks, and that they are in a high position within the relevant search results. Review your ads and see which ones are performing well. Any low performing ads in terms of CTR, conversion rate or clicks would need to be paused. Having two or more ads in one ad group will help you identify the elements that positively or negatively effect the campaign. The elements of your ad is very important as it is responsible for bringing in the clicks; so it would need to be understandable, unique and interesting.

5. Optimising Campaign and Ad Group

Review your ad groups and campaigns to ensure that they are meeting your requirements; as you would want to make sure that you are targeting the right keywords for your campaign and ad groups. You also might need to search for any new keywords that would benefit your campaign further, and to create new ad groups that would accommodate more generic keywords to improve performance.

6. Monitoring Quality Score

It is important to monitor your quality score as along with keyword bids, Google considers both when determining the position of your ad. In some cases, high quality scores can beat competitors’ ads, even if you have a lower bid than them. Ways you could improve your quality score may be to send traffic to specific and keyword rich landing pages. Sending your customers to pages that match what’s being advertised will greatly improve your campaign performance. You could also use keywords in ad text to match a customer’s search terms, making your ads more relevant and useful.

7. Negative Keywords

It is important to continuously optimise and monitor your negative keyword lists; by doing this you will help reduce costs and see better results. This happens more effectively if you are using broad match keywords. Look at the search terms that people are typing into Google to make your ads appear. Are they relevant to your product/service? If not, you will need to monitor these search terms regularly, and make sure your ad only appears when a relevant keyword is entered.

8. Review of Landing Pages

Check to see if you have any low performing landing pages that you are able to remove, in order to allocate more of your traffic towards top performing pages. Also create a series of tests by having new landing pages, which are based on your more successful pages. You could continue to test this every month to get more accurate information into your page performance; and alter elements to see if this will improve the amount of traffic you receive.

9. Geotargeting

There are many ways to use Geotargeting, we would suggest creating a Geographic report to determine locations where performance is high or below average. Use this data to exclude certain locations where your ads aren’t performing, or to optimise it further by targeting different areas. You could target the country or region, postal/zip code, a certain radius or location extension targeting depending on how specific you want to be with your ads. It’s important to carry this out properly as Google will decide which ad they will use; based on certain search terms and physical location of the requested search term.

10. Historical Performance Review

Analyse the performance of your account over a specific time period to highlight any trends or faults in the data; this could be over a few years or from the past 2 weeks. Looking at your current data and comparing it with the previous day is not enough to give you the best insight; as one day’s worth of data isn’t long enough to record or make changes. You may want to check the performance of your keywords over a few weeks to see if it has improved or declined. See if your current daily spend (Cost) is bringing in enough traffic and is not limited in funds. These are a few checks you could carry out, including any others that are important to your account. It would be recommended to do this every other month to maintain good results.

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