The Ultimate PPC Checklist For Running a Winning Campaign

The ultimate PPC Checklist

When I first heard about PPC I was a little confused, so many terms that need to be learned and a lot of skills and technique that needs to be practiced. To help you ease your daily routine and make sure your campaign will be in the right direction I've created the ultimate PPC check list. 

Below you will find the lists divided by the time frames

  1. Daily
  2. Weekly
  3. Monthly

With a very clear explanation of the difficulty, importance and the outcome for each task, good luck.

Daily Tasks

SQR Optimization

Where I can find the SQR report

  1. Sign in to your AdWords account
  2. Go to Keywords
  3. Click on Search terms
Where to find SQR report
Click on the search terms to see your SQR report

Instructions

  1. Export search query report by selecting a specific campaign or viewing all keywords.
  2. Filter Added/Excluded column by selecting "None"
  3. Review all search terms and decide to exclude or include.

Cost Per Conversion

Where I can see cost per conversion?

Cost/Conv. should be located in your columns in case you don't see it click on Columns > Modify Columns... and select it under conversions metrics.

Cost/Conv Column

Instructions

Check each day your cost per conversion for yesterday stats, look for unusual trends and investigate more if needed so you can optimize your performance.

Average Position

Where I can see my average position?

Average position should be located in your report columns, in case you don't see it click on Columns > Modify Columns... and select Avg. position  under the performance metrics.

Instructions

Check each day your average position for yesterday stats, look for unusual trends and investigate more if needed so you can optimize your position.

Weekly Tasks

Conversion Tracking

Check your tracking

At least once a week is making sure that your tracking is working so you won't loss any stats and keep your account optimized.

Instructions

Clean your browser history and cookies and search for your ad on Google, click on your ad and perform a conversion afterward check your CRM and Adwords to make sure you tracking this conversion.

Check your budget

  • Difficulty: High
  • Frequency: Weekly
  • Importance: Medium
  • Outcome: Your campaign won't under performing because of technical issues.

Site Audit

Check your budget on weekly basis make sure you are reaching the right run rate and make the relevant adjustments if needed.

Instructions

Log in to your AdWords account and check your cost based on your monthly budget.

Site Audit

  • Difficulty: High
  • Frequency: Weekly
  • Importance: Medium
  • Outcome: Your campaign won't under performing because of technical issues.

Check your budget

Check all technical aspects of your sites, including:

  • Google Analytics
  • Google Tag Manager
  • Google page speed test

Tools

Location targeting bid adjustment

  • Location targeting
  • Difficulty: Medium
  • Frequency: Weekly
  • Importance: High
  • Outcome: Optimize your campaign based on geographic locations

Instructions

Click on dimensions in campaign/account level and select view by location, export the report and create a pivot table to combine the stats by Country/Territory.

To adjust the bid by geographic location go to the campaign setting and make the necessary changes.

Set up an ad schedule bid adjustment

Instructions

Use the Dimensions section to see results by time, you can see the campaign stats by:

  • Day of the week
  • Day
  • Week
  • Month
  • Quarter
  • Year
  • Hour of day

Combine the results and if needed change the ad schedule in the campaign settings.

Ad extensions

  • Difficulty: Medium
  • Frequency: Weekly
  • Importance: Low
  • Outcome: Optimize your campaign by ad extensions
  • About ad extensions

Instructions

Check your ad extension on a weekly basis see why extension has the highest CTR and replace the extension with lower CTR.

Device Bid adjustment

Instructions

Review your performance by device and decrease/increase the bids based on the results.

Monthly tasks

A/B testing results

  • Difficulty: High
  • Frequency: Monthly
  • Importance: High
  • Outcome: Continue running winning ads and improve conversion rate

Instructions

Review your A/B testing results whether if you test new ads or new landing page, make sure to check and keep the winning combinations.

Search Partners data

  • Search partners: Definition
  • Difficulty: Low
  • Frequency: Monthly
  • Importance: High
  • Outcome: Decide if you want to continue running your ads through Google search partners.

Instructions

Review your search partners performance per campaign and in the account level and decide if and where you want to keep on running your ads through Google search partners.

Negative list QA

  • About negative lists
  • Difficulty: Medium
  • Frequency: Monthly
  • Importance: High
  • Outcome: Ensure your negative list is valid

Instructions

Make sure your negative lists are up-to-date and there are no mistakes in match type

ROI

  • Difficulty: High
  • Frequency: Monthly
  • Importance: High
  • Outcome: Run only positive ROI campaigns

Instructions

Review your activity per campaign and keep campaigns that are profitable or have a potential to be profitable.

Competitors research

  • Difficulty: High
  • Frequency: Monthly
  • Importance: High
  • Outcome: Expend your campaign and stay ahead of the competiton.

Instructions

Review your competitors activity, focus on:

  • New keywords they added to their account
  • Understand their traffic volume per keyword
  • What kind of text ads they are running
  • Check their promotions and offering

Keyword research

  • Difficulty: High
  • Frequency: Monthly
  • Importance: High
  • Outcome: Expend your campaign and stay ahead of the competition.

Instructions

Look for new keywords to apply to your account, make sure to keep on expending your account with new categories and new keywords each month.

New Markets

  • Difficulty: High
  • Frequency: Monthly
  • Importance: High
  • Outcome: Expend your campaign and stay ahead of the competiton.

Instructions

Define new markets you want to target plan ahead the campaign structure, and translation and make sure to have a budget to test new markets each month.

Check campaign settings

  • Difficulty: Low
  • Frequency: Monthly
  • Importance: High
  • Outcome: Make sure your campaign is running as should

Instructions

Check and validate your campaign setting at least once a month.  Review all the campaign setting to make sure they are no surprises.

Remarketing lists

  • Difficulty: High
  • Frequency: Monthly
  • Importance: High
  • Outcome: Keep your remarketing test healthy

Instructions

Review existing lists and plan new list based on your product activity for upcoming months.

Tal Haguel writes about paid online marketing topics including paid search, display, retargeting, SEO and paid social. With 10+ years of marketing experience, Tal Haguel has held both agency and in-house management positions.

  • Romain

    So, as I told you on Twitter, it’s not the good image for the Average Position Task. You use “Cost/Conv” image in this task, or it’s not the good column. You want to talk about “Av. Position” column in Adwords. No?

  • You are right, thank you for the feedback I’ll take care of it.
    Hope you found this check list useful.