ppc checklist

PPC Checklist 2022 For Quick Reference

Table of Contents

Pay Per Click marketing is an important part of marketing. An effective PPC campaign can bring in ROI more than you can estimate.

To have an effective PPC campaign, you need to keep a quick reference guide. So that you do not forget any important tweak or point before going all-in with the budget.

A lot of companies that work with us in optimizing their PPC campaigns have found our checklist and techniques of big help. So here we are sharing a quick so that you do not forget anything.

Campaign Preparation

Audience & Goals

For each online advertising campaign you conceptualize, it’s critical to start with a clear understanding of your target audiences and goals.

Audience Considerations

Who are you trying to reach and why? Consider:

  • Demographics
  • Assumed online behaviour
  • Channels they frequent
  • Top concerns/problems your offerings can solve
  • Awareness level of your brand and your offerings (i.e., Do they know your brand exists? Do they know this solution exists and are they looking for it? Or do you need to educate them?)

Goals

Think holistically about goals:

  • What are your business goals?
    1. Increase brand awareness
    2. Increase client acquisition
    3. Increase sales / revenue
  • How do those goals align with trackable campaign goals?
    1. Measure brand search lift
    2. Measure leads, cost per lead (CPL), and eventually cost per acquisition (CPA), etc.
    3. Measure eCommerce sales, average order value (AOV), cost per acquisition (CPA), etc.

Channel Selection & Budget Distribution

There is no one-size-fits-all channel matrix that applies to all ad campaigns.
Channels should be carefully researched and selected based on audience presence and behaviour (e.g., search volume estimates, estimated size of audience based on your unique targeting selects, etc.) and whether you are seeking to reach and engage a consumer or business audience.
Ad budget will also factor in, as CPC (cost per click) and CPM (cost for impressions) vary across channels, industries, and audience targeting.

Once you have your core channels selected, you will want to estimate the percentage of the overall budget you’ll distribute (allocate) to each channel.

Over time, you should use detailed campaign data and thorough analysis to evaluate performance and readjust your channel usage and allocation of budget.

Campaign Assets

Once you have a campaign concept and details defined, you can develop any unique creative and assets to help achieve your engagement and conversion goals – including display ads, ad copy (text), landing pages, gated content, etc.

Certain channels will experience “creative fatigue” more frequently than others (such as paid social media channels), so be prepared to swap out images and creativity regularly (potentially every 2-6 weeks depending on audience size and saturation).

When everything is built and ready to go, you are ready for the Campaign Launch. The following checklist will ensure you cross your t’s and dot your i’s.

Digital Ads Campaign Launch Checklist

  • Verify Campaign Settings
    1. Geo-targeting
    2. Audience-targeting
    3. Ad Rotation
    4. Network
    5. Daily Budget
  • Decide Smart Bidding Strategy
    1. Yes/No
    2. Which Smart Bidding?
  • Adjust Keyword Match-Type
  • Ads (Images & Text)
    1. Check URL
      1. Review Landing Pages
    2. Check Ads for Accuracy (Spelling, Images)
    3. Adjust UTM Parameters or verify Auto-Tagging is enabled
  • Review Ad Extensions
  • Are You Using Call Tracking?
    1. Yes/No
    2. If yes, verify Call Tracking is working correctly
  • Verify Analytics is Setup and Reporting Correctly

Final Words

Launching a PPC campaign is just the first step in SEM. Behind every successful digital ads campaign, there is continuous analysis and tweaking.

A lot of testings and continuous monitoring will result in a successful PPC campaign. A PPC campaign that will get you maximum returns on your Ad spend.

This checklist will help you prepare effective PPC campaigns and get you started. The rest is all about how you manage the campaign and analyze the KPIs.

We at UnderWP offer PPC campaign management and auditing service as part of our services. With over a decade of experience in , we leave no stone unturned to get you the best results of your PPC investments.

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  • Just-iko avatar Just-iko Thank you very much for answering ☑️ ✨
  • ddev66 avatar ddev66 Put your content in the right HTML tags and Google will show it this way.

    In the picture that you show, the first content is put in a list with bold headings.
    The second content is a FAQ on that page.

    Put in the right HTML tags and Google will pick it up nicely.
  • Just-iko avatar Just-iko Hello, I'm a newbie in this field, any guidance would be appreciated :) some questions please, is there any idea on how to make our website could appears like that in Google search? The one that I marked..
  • ddev66 avatar ddev66 Semrush or Ahrefs will help you for spying competitors.

    I think Semrush has a trial period as well.
  • Aadhi avatar Aadhi Buy semrush, you can buy it at cheap rate by using Group buy method
  • SG.CK avatar SG.CK Any free tool for spy traffic and ranking ?
  • ddev66 avatar ddev66 Search on google “htaccess redirect rules”
    Put them in your website’s htaccess file if you are using Apache
  • BrunoAfonso avatar BrunoAfonso how should I go to solve this issue
  • BrunoAfonso avatar BrunoAfonso Can you explain a little bit more? My website is not wordpress, I use amazon web services
  • ddev66 avatar ddev66 You can make a 301 redirect to the correct page on your website.
    If you are using Wordpress then SEO plugins like rank math have this feature.
    If you don’t want to use SEO plugins then there are many good redirect plugins in the Wordpress repository.
    And if you are not using Wordpress then .htaccess file is your friend.
  • BrunoAfonso avatar BrunoAfonso For example, is this image, the second link "THU Main Event" goes to a different page that it's supposed to. How do I fix this.
  • BrunoAfonso avatar BrunoAfonso So I have a website and when you search for it, one of the hyperlinks that google provides goes to the wrong page, is there a specific way for me to change that?
  • ddev66 avatar ddev66 Need more explanation
  • BrunoAfonso avatar BrunoAfonso Hello people, does anyone know how to fix a hyperlink within a google search?
  • ddev66 avatar ddev66 Semrush shows you all the links that it considers as toxic in its domain overview dashboard. You can then use these website list to disavow in GSC.
  • rrakesharmaa avatar rrakesharmaa I want to remove high spam backlinks via Disavow tool. So i need these links.
  • ddev66 avatar ddev66 extract high spam score backlinks.
    This is little confusing for me to understand

    Do you want to remove high spam backlinks to your website or do you want to receive backlinks from websites that have a high spam score?
  • yaswanth avatar yaswanth Now I use the Search console live URL inspector. It shows the page source and screenshot with an error(If any).
    Result: The page is not mobile friendly in the screenshot. All the element's styles are broken.

    Now, I feel like, " What the hell is happening in rich result tester? The google bot shows everything is ok, and in the search console, this is happening."

    # Problem Digging Stage final stage - Solving the problem
    The easiest way to solve the problem is to compare the thing and find the difference.
    Is rich results tester a google bot? Yes!
    Is it owned by google? Yes!
    Is it have any link with the official search console crawler? No!

    Now, What is the difference between 2 crawlers?
    Their IPs are different. They work differently.

    Summary: Google bot (Offical bot) is not able to crawl all elements in the webpage. It is not able to read all styling files. All other bots(services that use crawl as Google Bot) can view/crawl the page.

    List of official google bot IPs: https://developers.google.com/search/apis/ipranges/googlebot.json

    Solution: Rather than digging into all files, we changed the hosting server located in the exact location.

    Thank you for reading this article. It takes a few mins to read this article, but It took hours to find the correct problem with a solution. If you find this article valuable, give it a like and if you have any questions, feel free to ask them.
  • yaswanth avatar yaswanth Solving Critical Indexing Problem (CASE STUDY)

    Last week I received a message from a friend he is requesting me to help him index a page of his website. I said, " Wait, sometime google will index automatically" Then he said he was getting problem with his homepage. So, I started digging. First, I want to find the problem. Then all other things were easy.

    # Problem Digging Stage 1 - Analyze the top layers
    Checking the basic things
    1) No Index tags
    2) Canonical tags
    3) Website page Age

    Result: Nothing Found

    # Problem Digging Stage 2 - Getting Deeper
    1) Checking status codes (If there is any redirects, 404 error, or soft 404 errors)
    2) Using an SEO browser to check the web page accessibility
    3) Trying with different user agents

    Result: Nothing Found

    # Problem Digging Stage 3 - Analyzing and
    comparing past and current stages of webpage
    1) Checking the Wayback machine for any spam content history
    2) Checking the search console for errors
    3) Other page's indexability

    Result: I got some clue. Search console shows "Page is not mobile friendly."

    # Problem Digging Stage 4 -Finding the reason for the search console error.
    When I checked the web page with SEO Browser, the page was mobile friendly, and I also tried "crawl as Googlebot." Everything looks good. Then where is the problem?

    One thing was confirmed google is not able to view the webpage clearly. And all other bots are not getting any problems.

    So, I decided to use only google properties in the further process (Because only the google bot gets stuck).
    I selected three tools to process further.
    1) Google page speed insights
    2) Google rich results tester
    3) Search console Live URL inspector

    First, I used page speed insights to check If the google bot can crawl/view the page or not(If there are any issues in crawling, then the tool returns a lighthouse error)
    Result: everything is ok

    Second I used Google rich results tester. It provides the page source and screenshot of the webpage.
    Result: everything is ok
  • achann avatar achann Backlink actually link that provided outside web, so if you use instagram and insert your web link that still counted as backlink.
  • achann avatar achann If you want to be free, why not using mailchimp for email blast. Or maybe you can use whatsender for whatsapp blast, there is nulled version I think.
  • achann avatar achann Um.. Maybe you can use whatsapp blast and give link? Or maybe you can use email marketing and give link to your web?
  • rrakesharmaa avatar rrakesharmaa How can I extract high spam score backlinks for my website? Is there any free tool that provides all high spam score sites HELP ME PLEASE 🙂
  • nkap avatar nkap <@211319858258771968> hey, would you be able to share the website that you want guest posts on? I’m in touch with a few fintech businesses and can ask them whether they’d be interested in putting a post on your site.
  • ddev66 avatar ddev66 <@211319858258771968> it sure will work. Make sure to write that it’s free to post as guests. A lot of websites do not mention this and writers usually think it’s paid opportunity only.

    Keep us updated of how well this goes for your website.
  • soutaraku avatar soutaraku Thank you so much for the detailed guide. I'll see if I can put up the Guest Post page to start with! I hope my email gets bombarded in a good way haha
  • ddev66 avatar ddev66 You should start putting up a page called Guest Posting on your other website where you put articles, etc.. and put all the requirements there which you are looking for in the guest posts. Make sure to leave your email as well for easier contacts.

    Build up some links to this page. Because most of the writers are looking to write for high metrics website that have good DA, TF, etc...

    Once you have a page setup it will help you get attention from people who are searching on Google.

    Next you can start sending the URL of this page to people whom you think might be interested to write for your service on social networks like twitter, linkedin, etc.

    Also list this page URL on websites that have posts like free guest posts list in SaaS, free guest posts list in "your niche", etc. Something like this: https://underwp.com/the-best-free-guest-posting-websites-list-in-2022-over-3000/

    These will get you enough traction to attract guest posts from various contributors over the time. Your email will be bombarded with emails following the above tips.
  • soutaraku avatar soutaraku I can translate guest post to Japanese and put it on our website to share stories from overseas. I thought it would be interesting for our readers and a good way for link building.
  • soutaraku avatar soutaraku It's not titled as contribute/guest posts page, but there's a website we put interview articles and such. We surely can put guest posts on that website.
  • ddev66 avatar ddev66 <@211319858258771968> does your website have contribute/guest posts page?
  • soutaraku avatar soutaraku Hi guys! I'm a Japanese SEO specialist/ content editor working for a fintech company, and looking for someone to put guest posts on our website (preferably about fintech or SaaS market). Are there any good place to look for people willing to guest post?

    In Japan, not many people write guest posts, so I'm kinda lost. Twitter trick is only guiding light to me, <@838326478924021760>. Thanks for sharing.
  • Deleted User avatar Deleted User trying it out right now
  • nkap avatar nkap Great idea! Will definitely try it out. Thanks mate.
  • ddev66 avatar ddev66 A good trick to get guest posts for your website. <@456226577798135808> <@755307075625549854>
  • Büşra avatar Büşra Thank you very much. I'll try 😊
  • nkap avatar nkap Yeah me too!!
  • naaz avatar naaz <@755307075625549854> Thank you for the detailed answer. Hope <@341197404302737408> finds the right solution for this.
  • nkap avatar nkap <@341197404302737408> Just these:

    You can try 3 things: (I suggest you try the 3rd option first)

    1. If there are any links in your coverage report that’s actually not from your domain/property, I’d recommend you use the Search Console’s removal tool to remove these from your property.

    2. If you’re using any page builders like elementor etc make sure you turn off search engine indexing for things like templates. You can find this in Yoast SEO settings. With this setting your templates and unnecessary pages won’t be indexed. Are you using elementor by any chance?

    3. It’s also possible that your site has been hacked. If random URLs are appearing in analytics and search console the first thing that you should do is check your .htaccess file to see if someone has put any rewrite rules.
  • ddev66 avatar ddev66 <@755307075625549854> got any views on this?
  • ddev66 avatar ddev66 did you change your permalinks sometime back in last few months?
  • naaz avatar naaz <@838326478924021760> bringing to your attention on this.
  • Büşra avatar Büşra hello guys! I need to help about SEO optimation. I'm using wordpress Yoast. I saw dummy link like as ``` https://myURL.com/cuisine/35/17498``` I haven't these in page. Btw ı'm using google search console. Why may be this? Is anyone has idea about that?
  • ankit662003 avatar ankit662003 does anyone know how to create seo silos?
  • ankit662003 avatar ankit662003 hi
  • ddev66 avatar ddev66 Just know that we are all here to help each other
  • ddev66 avatar ddev66 No worries mate.
  • Alex25 avatar Alex25 The thing is idk what to ask .
    I'm just stuck
  • ddev66 avatar ddev66 Drop your queries here

3 Responses

  1. Hey! Do you know if they make any plugins to protect against hackers? I’m kinda paranoid about losing everything I’ve worked hard on. Any suggestions?

  2. I think the goals checklist is the first thing to start off with for PPC campaigns. A lot of people start with keyword targeting. But when you set the goals right, it will help you go in the right direction of keywords too.

  3. A good quick checklist when setting up PPC campaigns. I have added a few of my own points to be checked in my notes. But those are just very specific to my client needs.

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