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
With a very clear explanation of the difficulty, importance and the outcome for each task, good luck.
Where I can find the SQR report
- Sign in to your AdWords account
- Go to Keywords
- Click on Search terms
- Export search query report by selecting a specific campaign or viewing all keywords.
- Filter Added/Excluded column by selecting "None"
- Review all search terms and decide to exclude or include.
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.
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.
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.
Check each day your average position for yesterday stats, look for unusual trends and investigate more if needed so you can optimize your position.
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.
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 on weekly basis make sure you are reaching the right run rate and make the relevant adjustments if needed.
Log in to your AdWords account and check your cost based on your monthly budget.
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.
Use the Dimensions section to see results by time, you can see the campaign stats by:
- Day of the week
- Hour of day
Combine the results and if needed change the ad schedule in the campaign settings.
Check your ad extension on a weekly basis see why extension has the highest CTR and replace the extension with lower CTR.
Review your performance by device and decrease/increase the bids based on the results.
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.
Make sure your negative lists are up-to-date and there are no mistakes in match type.
Review your activity per campaign and keep campaigns that are profitable or have a potential to be profitable.
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 and validate your campaign setting at least once a month. Review all the campaign setting to make sure they are no surprises.
Review existing lists and plan new list based on your product activity for upcoming months.