Essential PPC Checklist for Google Ads

When it comes to PPC campaigns, getting things right is key for driving targeted traffic and boosting conversions. I’ve picked up some handy tips and tricks along the way that have made a real difference. Here’s my go-to checklist for keeping my PPC campaigns on point.

Table of Contents

Campaign Type: Stick to Search

I’ve found that Search campaigns are the way to go. Unlike Display, Video, or Performance Max, Search campaigns target users who are actively searching for keywords related to my business. This higher intent generally leads to better conversion rates compared to the less targeted options.

Correct Network: Google Search is the One

I always ensure my ads are running on the Google Search Network. I avoid search partners like Amazon or Ask.com. Keeping my ads on Google Search means they’re seen by users who are directly searching on Google, where their intent is clearer and aligns better with my goals.

Location Targeting: Be Precise

I set my location targeting to match where my target market lives. Broad settings like Worldwide or Nationwide are usually too general. Precision is key here—it helps me make the most of my budget by ensuring my ads reach the most relevant audience.

Scheduling: Time It Right

For most businesses, I prefer to set scheduling so ads run during business hours rather than 24/7. This timing ensures that my ads appear when potential customers are most likely to be searching, leading to better engagement and more conversions.

Match Types: Go for Phrase Match

I use Phrase Match for my keywords instead of Broad Match. Phrase Match allows me to target keywords that include the exact phrase or close variations, giving me better control over which searches trigger my ads and making my ads more relevant.

Search Terms: Analyse and Evaluate

Regularly analysing and evaluating the actual search terms triggering my ads has been invaluable. It helps me understand what users are searching for and refine my keywords and negative keywords to better align with user intent and improve performance.

Negative Keywords: Filter Out the Noise

Incorporating negative keywords is essential. I use terms like “free,” “video,” and “cheap” that aren’t relevant to my business. This helps me avoid wasting spend on clicks that won’t convert and keeps my budget focused on the right traffic.

No Automation: Keep It Manual

I’ve learned that too much automation can be a bit tricky. Manual oversight is crucial because it helps me stay in control and avoid Google’s automation, which might push for higher spend without actually improving results. Regular reviews and adjustments keep everything on track.

Account Structure: Keep It Organised

I regularly review and refine my account structure. A well-organised account helps me manage campaigns more effectively, making it easier to target the right audience and analyse performance. It’s all about keeping things neat and tidy.

Landing Page/Ad Rank: Make Sure They Match

Ensuring the landing page aligns with the ads and keywords is essential. A consistent experience from ad click to landing page improves the chances of conversion and helps boost my Quality Score. It’s about making sure everything works seamlessly together.

Impression Share/Positioning: Check Your Visibility

I keep an eye on my impression share and absolute top impression share. Monitoring these metrics helps me gauge how visible my ads are and ensures I’m not overpaying for visibility. It’s about getting the best value for my money.

Device Segmentation: Tailor Your Approach

Segmenting campaigns by device type is another useful tactic. Mobile and desktop ads often perform differently, so creating separate campaigns for each lets me optimise them more effectively for better results.

Remarketing: Keep Users Coming Back

I always include remarketing in my strategy. Remarketing campaigns are fantastic for reconnecting with users who have previously interacted with my site. By keeping my brand in front of these users, I increase the chances of converting them into loyal customers.

Ad Extensions: Make Use of All the Tools

I take full advantage of ad extensions like callouts, sitelinks, and structured snippets. Google’s Responsive Search Ads (RSAs) offer a range of tools to grab attention and boost click-through rates, so I make sure to use these extensions to their fullest potential.

By following these tips, I’ve been able to keep my PPC campaigns running smoothly and achieve better results. These strategies have been incredibly useful for making the most of my PPC efforts and reaching my advertising goals.