When it comes to building, launching, growing and optimizing Pay-Per-Click (PPC) marketing campaigns there’s often an extensive list of action items to take, keyword research and reporting perhaps being the most ongoing, imperative action of all. To help narrow down the list of necessary tasks, let’s start with a rather quick Three-Step checklist so we can better determine what action items will be most crucial next.
Google AdWords Three-Point PPC Campaign Inspection Checklist
⇒ Campaign Network Review (and Allocation)
For every Google AdWords PPC campaign that I’ve ever reviewed with both clients and friends alike, there has always been a coinciding conversation around paid search network types and the differences of each. There are two paid search network types through Google AdWords — 1.) Search Network and 2.) Display Network — and both have their own characteristics that can bring inherent value to your overall PPC strategy. Choosing the network that is most right for you and your campaigns really depends on your set budget and goals for set budget. I personally recommend splitting up the networks into two separate campaigns that target each network accordingly (so that you can truly dial down your budget by traffic source) but, Google has recently added a new campaign type, Search Network with Display Select, that allows advertisers to target both networks through one campaign a little more effectively than their older default Search + Display Network campaigns. For more information, see Google’s explanation of Network types here.
⇒ Remarketing Setup?
Perhaps a PPC marketers best friend, Remarketing allows you to serve ads to users who previously visited your site. Remarketing is great for recouping some of that already spent PPC budget with traffic that costs way less per click and often converts at a way better rate than the 1st time, new traffic to your site. Remarketing is also great for a company’s branding, helping customers to recognize and remember a specific company name, logo and/or slogan. Setting up Remarketing campaign targeting to run in conjunction with both your site’s Paid and Organic traffic can help to drive traffic back to your site for another view (or more). I often recommend clients to setup and run Remarketing efforts as soon as their sites are launched live so that they can target and learn from their traffic from Day 1.
⇒ Landing Pages
With any Paid Search campaign comes the landing pages that paid traffic is sent to upon clicking on an ad. The main point being that your landing pages should be as relevant as possible to the messaging that your ads are displaying. For instance, an ad reading something along the lines of, “Learn More About New Orleans Seafood” should be sent to a landing page with content about “New Orleans Seafood”. Landing pages should be reviewed prior to (and during) the creation of your paid search ads so that the messaging on your ads will be as relevant as possible to the content/messaging on your landing pages. This will help with your paid search campaign conversions *as well as the costs of said conversions as your keyword quality scores will be graded higher and/or more relevant. But, we’ll save and cover Quality Score for a separate discussion altogether 😉
For now, there’s 3 tried and true action items for PPC marketers to consider when first launching and then further optimizing for their PPC marketing campaigns. Questions, comments, or even some PPC war stories to share?