35 Best PPC Google Adwords Checklist 2019

PPC Google AdWords Account & Campaign Setup Checklist

Here’s 35 Google Adwords checklist to help in the process of PPC Google Adwords Account Set-Up or initial PPC Management & implementation process to overcome any basic complexities in PPC Google AdWords;

Initial PPC Adwords Campaign Checklist;

  1. Make sure the time-zone & currency of your PPC Adwords account is correctly defined; once saved you can’t alter it
  2. Set-up billing & payment details clearly
  3. Recommended to create PPC Adwords campaign structure with excel initially than directly implementing the interface. It’s important to save all task in a folder. Hubspot created a great free AdGroups template.  Download it from their website
  4. Define target location (country, region, city or radius targeting) for each of your PPC AdWords campaigns
  5. Define every campaign’s budget based on Client’s target objective, significance, ROI expectation, location, and devices. For e.g., Brand needs less budget compared to Generic campaign with a bit higher budget than to Brand, and product/service specific campaign with a much higher budget, as they are your main goal meeting campaigns
  6. Understand PPC metricshttp://www.slideshare.net/ranjanraji/ppc-google-adwords-metrics
  7. Default Bid/Max CPC bid should be clearly defined at either Adgroup or Keyword level. Adgroup defined bids will be applied to keywords if keyword bids are not mentioned
  8. PPC Campaign budget should be higher than keyword Max CPC
  9. Keyword Planner Tool is used to identify new keywords, negative keyword ideas, performance stats, trends, adgroup ideas for grouping keywords into themes.
  10. Recommended to have your Google AdWords Search Network & Display Network targeting campaign separate in order to understand & define the targeting options accordingly
  11. Important Google AdWords Campaign settings, while going live with new campaigns;
    1. Ad Delivery – Accelerated delivery for a higher frequency of ad occurrence
    2. Delivery Method – your ad should be in “rotate evenly” mode initially
    3. Ad Scheduling – specifying to run your ads only during a certain time of the day or given days of the week
  12. Enable Auto Tagging “YES” by following the given steps. Open www.google.com/adwords, then Go to Account Settings – Preferences – Edit Auto Tagging Tab in Adwords Interface & select “Yes”. When done, it would help to track the AdWords performance in Google Analytics interface automatically.
    1. If auto-tagging is not changed to YES, then you have to manually tag the keyword performance in Google Analytics by generating tags from Google Analytics URL Builder tool.
  13. Creating of Conversion Tracking code for Direct Response clients; once create conversion types, you can view conversion related PPC metrics in the interface columns
  14. Don’t forget to add the conversion tracking code in the goal/thank you page of your website
  15. Integrating/linking Google Analytics from the Adwords interface along with Google Webmaster, Google Merchant Center, YouTube etc.,
  16. Decide on right Keyword Match Type keyphrases for all adgroup keywords – experiment with all PPC match types but recommended using the modified broad match to start with, while closely monitoring
  17. Search Query Report can be generated by clicking on: (Under Dimension Tab -> View -> Search Term) Helps you generate new keywords idea along with negative keyword list too. It has also got performance stats to help you analyze and confirm if your decision of choosing new keywords will help you to achieve the goal or not?
  18. Ads for every ad group in the form of Text | Image | Videos | Rich Media | Dynamic | Shopping Ads (Best Practices)
    1. Limit the number of ad copies to 3 in an adgroup.
    2. Adcopy character limits (Headline (1,2,3) = 30, Description Line (1,2) = 90, Path (1,2) = 15, Final URL=1024). Note: Always prescribe destination URL at the Adcopy level.
    3. Use keyword in Path 1 & Path 2 of Display URL
    4. Any modification in the existing adcopies, would lead to losing of history or quality score thus impacting the performance
    5. Advisable to try new adcopy every month
    6. Adding to either ! or . in the description line 1, would place your line 1 next to Headline if your ads are in 1-2-3 ad ranking
  19. Create Adgroup with common theme keywords ideas with relevant ad copies while directing to specific landing pages in order to build a high-quality score
  20. Deep linking Destination URL – Define each of your keywords adcopies to the specific landing page than sending the user to Homepage every time
  21. Use Ad Extensions Sitelinks for Brand & Competitors campaigns, as the chances of showing in 1-2-3 are much higher than to Generic or Specific campaigns, where competition is regular
  22. Dynamic Keyword Insertion adcopies shouldn’t be used for Competitor specific campaigns as it may lead to trademark violations. And try using less for Brand campaigns, as it might not help you much since you can have a strong Brand specific ads by yourself than depending on DIK.
  23. For Display Network campaigns, the keywords bids should be reduced to 1/3rd of the Search Network or start with a very nominal bid, as it can exhaust your budget quickly
  24. Don’t miss out to run Google remarketing campaign along with Search & Display campaigns
  25. Quality Score of Display Network will not impact the Quality Score of Search Network
  26. Ad Rank = Max CPC * Quality Score
  27. Quality Score is calculated every time your ads is for auction
  28. Change History feature under Tools tab helps you to check the changes made by others
  29. Use Ad preview and Diagnostics tool to check ad copy status and;
    1. Where your keyword ads are positioned
    2. The advantage is, it won’t add impression to the account performance
  30. Adwords Editor helps you to work on account campaigns offline, in bulk uploading of either Campaigns, Adgroups, Keywords or Ad copies along with large optimization changes in sec/min
  31. Use right Bid Strategy under Campaign Settings, and make proper use of Enhanced CPC feature
  32. While uploading the keywords through Adwords Editor, keywords shouldn’t be more than 10 words length limit
  33. Use labels for campaigns, ad groups, keywords and ad copies in order to check the performance independently than calculating everything
  34. Save all the upload, analysis files for future reference with correct date-month-filename-username etc.,
  35. Always be testing!


For any PPC Google Ads / Bing AdCenter / Social Media Ads training, contact eMarket Education (Digital Marketing training institute in Bangalore Koramangala) at +91-7760969452 or mail; info@emarketeducation.in



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