PPC or Adwords and Facebook Ads Marketing

Every second, there are 2.3 million searches hit on Google, and the greater number of search results webpage comprise Google ads. Invested and paid for by businesses, Adwords or Google ads can be an exceptionally powerful way of producing leads, traffic and sales to your website exactly when a would-be customers are looking for the types of products and services your business offers.

Attached is a PPC checklist SEO Manila use to employ for each client depending on their needs, industries, budgets, goals and target audience.

Daily/Weekly/Monthly

Daily:

• PPC Daily Campaign Review Checklist
• Run this PPC checklist daily to ensure campaigns are running smoothly.
• Identify any major fluctuations before they become an issue. Figure out what the roadblocks are.

1. Campaign overview

2. Campaign set-up

from setting up campaign and tracking conversion, structuring , brand awareness or leads as goal, targeting, setting bids to measuring results, customizing and optimizing campaign, evaluating cpc, ctr, performance, scaling up budget, insights and ad rank via improving quality score, keywords, ad copy and landing page and extensions.

3. Preliminaries involved:

 Keywords research – via keyword planner , potential keywords, with cpc less than $3 and monthly searches. Then this keywords will be run to keyword forecast tool for more targeting options, better metrics and data estimates

4. Campaign proper:

• Review KPI metrics for changes
• average position
• ctr
• cpc
• cpa
• cvr – conversation rate
• cpm
• take notes on issues

5. Keyword review

• keyword dip – loss of ranking or traffic
• negative keywords monitoring
• search terms monitoring
• analyze by cpc which keywords to add on campaign, and which to add on negative kwds list
• take notes

6. Budget alignment

• Is the campaign daily budget being fully utilized?
• If the campaign is live and no funds have been used then that means there is a problem. The best areas to review would be ad copy, targeting and keyword selection.
• be sure there is enough search volume for your keywords so that your budget can be spent.
• make sure that it is relevant to the audience you are targeting.

7. List and report action

• concerns on keywords
• account settings – targeting / ad copy
• plan of action

8. Related issues

Weekly:

• PPC Weekly Campaign Review Checklist
• Reviewing key performance metrics, optimizing bid strategies, analyzing keywords, summarizing insights gained. A week can also start revealing early insights on conversion rates and potentially validate tests. Track the impact of campaign, investigate failure on goals.            

1. KPI metrics

• average position
• ctr
• cpc
• cpa
• cvr – conversation rate
• cpm
• others / KPI notes
• Weekly application:
• As a general rule of thumb, decrease bids on keywords that yield few conversions. These are typically those in the early buyer’s stage, such as awareness. Increase bids on keywords that yield a high number of conversions, which are usually those more qualified users in the purchase stage.

2. Display review

• review should there be display network placements, can be viewed in the +targeting option under the campaign tab.
• Be sure to exclude any placements (apps/websites/etc…) that are utilizing a lot of budget without showing conversions. If you do have placements that are converting at a good cost-per-lead you could consider switching them over to managed placements to set bids specifically for them.
• While checking display settings you will also want to ensure that you have setup proper site category exclusions. This will make sure that your ads do not run on unwanted sites that could position your brand next to sensitive social issue content or sexually suggestive websites
• Again, consider the question, Is the budget being completely used weekly?

3. Take Note:

• If your ad has been running for at least a week you should be able to go to the Keywords page and start determining how your keywords are performing. The relevancy of the keyword to the ad copy you are running will impact your Quality Score. Be sure you eliminate irrelevant keywords to maintain a high Quality Score.
• Check currently utilized negative keywords. If applicable, update the list.
• After reviewing the ad campaign, summarize the positives, negatives, and list any action items.
• create report and email

Monthly:

• PPC Monthly Campaign Review Checklist
• Having a monthly PPC campaign checklist reduces wasted time trying to figure out or remember each step. This streamlined process allows you to focus your energy on getting great ROI on your accounts. This includes reviewing KPI’s, campaign settings, keywords, quality score, and more.

1. Average Position

• CTR (Click Through Rate)
• CPC (Cost Per Click)
• CPA (Cost Per Conversion/ Acquisition)
• CVR (Conversion Rate)
• CPM (Cost Per Impression)
• Other

2. Campaign settings review

• Delivery Method
• Ad Rotation
• Ad Schedule
• Search Partners
• Number of Ad Variations

3. Check sitelinks

• Make sure sitelinks are properly setup, including as many relevant links to support your ads as possible. Google mentions that your ad could show up to sitelinks at a time!
• Make sure your landing page is set up effectively to make sure it’s not hurting your campaign.
• Does your landing page headline match the message on your ads?
• Does your page message have the clarity of a 30-second elevator pitch?
• Does the writing focus primarily on benefits rather than features?
• Are you using a relevant and original main image or video that shows it being used?
• Do you make it clear what the visitor will receive by clicking your CTA?
• Have you optimized your landing page to get a paid search quality score above 7?
• Have you removed extraneous links (like the global nav) – to remove page leaks?
• Do you have clear goals for this landing page and campaign?

4. Remove any keywords that have zero traffic.

• You should also look for new trends or keywords that could help improve your ad conversion rate. 
• One source of keyword research is Google Trends.

5. Check remarketing campaigns

• If everything is running correctly but you’re still above your CAC (customer acquisition cost) goal then revisit your audience targeting selection and ad copy.
• Is the remarketing code added correctly?
• Are remarketing lists properly collecting data?
• Verify remarketing lists are being properly created

6. Analyze the performance of your ad campaigns.

• Pull reports based on campaign type, setup pre-defined column sets, and even view cross-campaign performance utilizing interaction columns
• Another reporting view that we find very useful is the Auction insights report. While reviewing the report you should be able to identify where your campaigns are succeeding and where you are missing out on new ad opportunities.

7. Be sure that you segment your report based on time and device for additional insights.

8. Check the quality score of your ad.

• Ideally your quality score will be at least 7 or above. If your quality score is below 7 then you are wasting funds by driving irrelevant traffic. You should review the keywords being used and  make sure they align with the ad copy and landing page you have created.

• To check your quality score in your Google ads account follow these simple steps: In the page menu on the left, click Keywords. Hover over a keyword’s status in the “Status” column. You’ll be able to see ratings for expected clickthrough rate, ad relevance, and landing page experience.

9. Check & optimize budgets.

• If you notice non-performing campaigns this is an opportunity to re-work the ad copy, targeting, and keywords. You can also stop those campaigns and focus on further optimizing well-performing campaigns.
• Be sure you have collected enough data to make an informed decision.

10. Summarize any insights that you gained during the  monthly campaign review.

11. Decide if a report needs to be made. If you do need to put together a client facing report than it should, at a minimum, include the following:

• Positives
• Negatives
• Insights
• Action Items
• Action Items:
• Budget Notes:
• KPI’s:
• KPI Notes:
• Insights:
• Landing Page Notes:
• Quality Score:
• Modified Keywords: