This is an outline of what we check before launching your PPC campaign to ensure maximum accuracy and effectiveness.
After a campaign has been built, but before it launches, we like to schedule a time with you to review the campaign before it goes live. This is to ensure that your initials goals are being strategically implemented, and allows everyone who’s a part of the process to voice any concerns.
Below you’ll find a list of topics and items that we will be reviewing during our discussion. Once we have reviewed the campaign with you, made any changes needed and have received your full approval, the campaign will go live!
The first step prior to your PPC campaign launch is to ensure that we have the proper daily/monthly budget in place.
While we’re confident in our abilities to successfully deliver and manage PPC campaigns, but it never hurts to double check things, especially the budget.
The campaign schedule is the time of day and days of the week that the campaign will run its advertisements.
This is important because you may want to receive traffic to your website during the night, but also want to have traffic, plus phone calls during the day.
It’s important to make sure that we have the proper geographical settings in place prior to launch.
If you are a business that is running advertisements to people who live within a 25-mile radius of your physical location, it would be inappropriate to have your ads set to run outside of your targeted market area.
The structure of your campaign is essentially another way to refer to the overarching goal of the campaign.
For instance, someone who is running a campaign to maximize conversions defined by email signups will have a different campaign structure than someone who just wants drive clicks and traffic to their website.
This is a crucial step because the ad copy is going to be the first experience a potential customer has with your business.
It’s important that we have proper ad copy in place that is relevant to what you are offering on the other end of your advertisement. We also want to make sure that the ads are relevant to the keywords that they are attached to.
Relevant ad copy is something that shouldn’t be overlooked because the higher the relevancy is to people searching on Google, the higher your ad’s quality score.
A higher quality score can help in the bidding process to lower your Cost Per Click, increase your ad rank, and increase overall campaign performance.
Negative Keyword List
There is nothing negative about negative keywords. In fact, compiling a list of negative keywords is a great thing!
Negative keywords increase campaign performance because they eliminate a lot of bad traffic and irrelevant clicks.
For instance, say that you run a business that sells luxury jewelry. The last thing you would want is for people clicking on your ads who search for “cheap jewelry”.
The person who is searching for “cheap jewelry” isn’t likely to buy luxury jewelry, and if they click on your advertisement you get charged for that irrelevant click.
The great thing about negative keywords is that if we add “cheap” as a negative keyword, your ad will never show for people who use the word “cheap” in their search.
This, in turn, saves you money on the campaign that can be used for more relevant clicks.
Ad groups contain a collection of advertisements and keywords that are relevant to the overall goal of the campaign.
For instance, if your company offers a wide variety of services, each ad group should reflect that service. This offers much more in the way of scalability and control when wanting to expand your marketing around those specific services.
A keyword is essentially a word or phrase that people search for in Google.
Keywords are the beating heart of each campaign. If the keywords don’t match with the products/services you’re advertising, it can cause problems.
We also focus on keywords and keyphrases that generate the type of conversion you want. By adding keywords and key phrases to your campaign such as “buy”, “for sale”, “near me”, etc., we can generate a conversion much more frequently.
There are a few types of bidding strategies that you can use in an AdWords campaign. Depending on your business goals, some bidding strategies will be better suited for you than others.
For instance, if your business is trying to maximize the number of clicks to the website, a “Maximize Clicks” bidding strategy might be best. If your business is trying to capture conversions at a specific cost, then “Target CPA” bids might be best in that scenario.
It’s also important to keep in mind that as your campaigns evolve, the bidding strategy used will likely evolve along with it.
If for any reason we have left one of your questions unanswered, you can always request another campaign walkthrough as a client of Solutions 8!