Using PPC ads is a great way to drive traffic to your website. However, this method involves many complex steps, from researching keywords to tracking your KPIs.

If you don’t have much experience with PPC advertising, this process can seem overwhelming. You need to do everything from researching keywords to writing compelling copy. Moreover, one mistake can ruin your whole campaign.

The good news: having a comprehensive PPC checklist can do wonders for your ROI. But first, let’s go over why PPC is worth the investment to begin with.

What Does PPC Stand For?

In digital marketing, PPC is short for Pay-Per-Click. It’s an advertising model where you pay a specific fee each time someone clicks on one of your ads.

The reason PPC is so popular is that you get to pick who will see your ads based on what they search for. You also decide where the ad appears and how much you will spend. Once you see what’s working, you can tweak your strategy in real-time.

With how trackable PPC is, it’s a great option for small businesses that want fast results and precise numbers. Some types of PPC ads you can invest in are:

• Display ads: banner or image ads that appear on websites
• Search ads: ads that show up at the top of search results
• Social media ads: ads on Facebook, LinkedIn, Instagram, etc.
• Shopping ads: ads with direct links on platforms like Google Shopping

What Is a Good PPC Checklist?

Every good PPC checklist contains at least seven key steps. These steps are divided into three distinct phases:

• Setting up your PPC campaign
• Doing daily maintenance
• Doing weekly maintenance

Planning and Setup

The planning phase refers to what you need to do to get your ads rolling. Here are some pay-per-click tips that will help you make the most of your campaign:

1. Research Keywords

For your ads to show up in Google search, you should target specific keywords. There are several online tools that can help you find the right keywords to target. In general, you should go for long-tail keywords since they have less competition.

It’s possible to group your keywords to create an ad group. Each of these groups consists of all the keywords targeted by a specific ad. Go for no more than 15-20 keywords, as trying to target more will make your ad seem too generic.

2. Adjust Targeting Settings

Your targeting settings play a key role in ad performance. When deciding who to target, look at the target audience for each ad. Then, use Google Ads to target users with the right characteristics, which may include:

• Age
• Gender
• Geographic location
• Device type

3. Implement Tracking

You can use Google Analytics to track any data about your site, including how many conversions an ad is generating. To do so, put the tracking code on the page that will display after someone makes a purchase.

Daily Optimization

Once you’re done setting things up, you can’t afford to sit back and do nothing. Here are some PPC campaign optimization tips you should do every day:

4. Check Main KPIs

Your two main key performance indicators (KPIs) are ad spend and revenue. They show you the ratio of the money you’re making to the money you’re spending. You should be looking at them every day, as well as your click-through rate (CTR).

5. Pause Underperforming Keywords

If some keywords are generating any conversions at all, it’s often best to pause them. You can do that by using the tracking codes we mentioned in step 3. You can also try to fix the keywords, but that may take quite a bit more time.

Weekly Optimization

When it comes to boosting PPC ROI, not all activities should be done daily. That said, there are some things you should do on a weekly basis:

6. Run a Search Query Report

A search query report tells you which keywords are triggering your ads. Go through the list to identify keywords that don’t bring up the relevant ads. Once you find them, add them to your list of negative keywords.

7. Review Your Budget

This is similar to checking your KPIs, except it’s more about seeing which ads you can afford. If an ad gets a lot of clicks but no conversions, you may want to reconsider how much of your budget you should devote to it.

Frequently Asked Questions (FAQ)

Should I Keep Up With Keyword Trends?

Every PPC strategy must change with the times to remain effective. As time goes on, the keywords people search for will change. Adjust your campaign accordingly by cutting advertising for keywords that aren’t “in” anymore.

Should You Hire a PPC Specialist?

A PPC specialist can do a lot for your business, from managing your campaigns to optimizing your budget. If you’re not an advertising expert yourself, it’s usually a good idea to hire a specialist for any long-term projects.

What Are the Essential Visitor Site Metrics?

Visitor site metrics are data points you can use to measure your site’s performance. These metrics help you understand your target audience and identify areas for improvement. Key visitor site metrics include:

• Bounce rate
• Unique visitors
• Time on site
• Page views

Is Display Ad Placement Important for PPC?

If you’re paying for display ads, it’s a good idea to spend some time looking at the sites they appear on. Oftentimes, you’ll come upon sites that don’t align with your brand at all, which is a sign you should exclude them from the list.

Let Us Help You Get Results!

With the right PPC checklist, it will feel like you’ve gained instant access to your exact target audience. Of course, this is easier said than done. As this guide shows, running a PPC campaign is a complex and challenging process.

At WSI, we can help you make the most of your PPC strategy. With 160+ WMA WebAwards won, we’re the most successful digital marketing network in the world. Investing in our services means investing in the top minds in the industry!

We also pride ourselves on providing personalized support to all our clients. Get in touch with us to learn more about what we can do for your business!

Learn more about WSI Proven Results.