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How do we achieve goals in PPC management for our clients?
Setting up and managing PPC doesn't seem so hard: you just set it up and get impressions, lots of impressions. But what are the results? Bounce rate is near 100%, 2 pages per session or less, no conversions and no effect. In cases like that, it's natural to think: does PPC really work effectively?
To avoid unsettling results and to prevent them from the get-go, we want to share our PPC Checklist and our approach to PPC management services. It'll help you understand how we manage an effective PPC campaign. We offer a new approach to PPC management services - the one where ad campaigns are launched consecutively and seamlessly.
We've divided our clients' businesses into three categories: Start, Growth, and Enterprise; and created a specific strategy for each one of them.
To avoid unsettling results and to prevent them from the get-go, we want to share our PPC Checklist and our approach to PPC management services. It'll help you understand how we manage an effective PPC campaign. We offer a new approach to PPC management services - the one where ad campaigns are launched consecutively and seamlessly.
We've divided our clients' businesses into three categories: Start, Growth, and Enterprise; and created a specific strategy for each one of them.
PPC management services: Start
1
1
Gathering information; performed by the project manager.
1.1. Grant full access to client's Google Analytics account at the account level to:
1.1.1. PPC Manager.
1.1.2. The Head of Paid Media.
1.2. Grant full access to the Bing Webmaster Tools account to:
1.2.1. Senior PPC Specialist;
1.2.2. the Head of Paid Media.
1.3. Grant Senior PPC Specialist full access to Google Tag Manager.
1.4. Delegate Senior PPC Specialist access to the valid YAML file (for online stores).
1.4.1 If a client cannot provide a YAML file, offer to create one with the help of one of the staff's software engineers. Send the Technical Assignment to the client.
1.4.2. Create a generic YAML file in accordance with the Specifications (for online stores).
1.5. Collect data from the online store (in case you're working with an online store).
1.5.1. Preferred product categories to advertise.
1.5.2. The location of sales.
1.5.3. USPs, on the basis of which Shopping ads will be created.
1.5.4. When is a client ready to take orders (round the clock, during business hours, on weekends, etc.).
1.5.5. The percentage of phone orders.
1.5.6. Profit margin stats.
1.5.7. Margin stats for product categories with a higher priority level.
1.5.8. Yearly repeat purchase rate.
1.5.9. Check if a client has a Google My Business account. If not, explain how to create it in order to add the address as an Ad Extension.
1.6. Make sure to include the project brief in Specifications.
1.7. Include the results of a business evaluation, if such evaluation took place.
1.8. Advertising budget and advertising agency's fee should be clearly specified, with regards to the client's wishes concerning budget allocation and source planning.
1.9. Choose which account to use when running an advertising campaign.
1.9.1. If the decision that of the client, get access to:
1.9.1.1. Their Google Ads ID.
1.1.1. PPC Manager.
1.1.2. The Head of Paid Media.
1.2. Grant full access to the Bing Webmaster Tools account to:
1.2.1. Senior PPC Specialist;
1.2.2. the Head of Paid Media.
1.3. Grant Senior PPC Specialist full access to Google Tag Manager.
1.4. Delegate Senior PPC Specialist access to the valid YAML file (for online stores).
1.4.1 If a client cannot provide a YAML file, offer to create one with the help of one of the staff's software engineers. Send the Technical Assignment to the client.
1.4.2. Create a generic YAML file in accordance with the Specifications (for online stores).
1.5. Collect data from the online store (in case you're working with an online store).
1.5.1. Preferred product categories to advertise.
1.5.2. The location of sales.
1.5.3. USPs, on the basis of which Shopping ads will be created.
1.5.4. When is a client ready to take orders (round the clock, during business hours, on weekends, etc.).
1.5.5. The percentage of phone orders.
1.5.6. Profit margin stats.
1.5.7. Margin stats for product categories with a higher priority level.
1.5.8. Yearly repeat purchase rate.
1.5.9. Check if a client has a Google My Business account. If not, explain how to create it in order to add the address as an Ad Extension.
1.6. Make sure to include the project brief in Specifications.
1.7. Include the results of a business evaluation, if such evaluation took place.
1.8. Advertising budget and advertising agency's fee should be clearly specified, with regards to the client's wishes concerning budget allocation and source planning.
1.9. Choose which account to use when running an advertising campaign.
1.9.1. If the decision that of the client, get access to:
1.9.1.1. Their Google Ads ID.
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2
Finding technical solutions; performed by the PPC Specialist.
2.1. Install Google Tag Manager (GTM).
2.1.1. Set up the Analytics tag.
2.1.2. Set up eCommerce (for online stores).
2.1.2.1. Enable Ecommerce tracking with Google Analytics.
2.2. Setting up Goals.
2.2.1. Set up the Add to Cart goal (for an online store).
2.2.2. Make sure to track Events, such as form conversions, phone calls, buy-now button clicks, etc.
2.2.3. Set up the tracking of other Events, like newsletter sign-ups, created accounts, etc.
2.2.4. Test out the goals and make sure they are processed correctly.
2.2.5. Import the goals and conversions from Google Analytics to Google AdWords.
2.3. Set up Google Analytics alerts.
2.3.1. "PPC traffic decreased by 70%".
2.3.2. "PPC traffic conversions decreased by 90%".
2.3.3. "PPC traffic decreased by 20%".
2.3.4. "Bounce rate: PPC Traffic quality decreased by 20%".
2.1.1. Set up the Analytics tag.
2.1.2. Set up eCommerce (for online stores).
2.1.2.1. Enable Ecommerce tracking with Google Analytics.
2.2. Setting up Goals.
2.2.1. Set up the Add to Cart goal (for an online store).
2.2.2. Make sure to track Events, such as form conversions, phone calls, buy-now button clicks, etc.
2.2.3. Set up the tracking of other Events, like newsletter sign-ups, created accounts, etc.
2.2.4. Test out the goals and make sure they are processed correctly.
2.2.5. Import the goals and conversions from Google Analytics to Google AdWords.
2.3. Set up Google Analytics alerts.
2.3.1. "PPC traffic decreased by 70%".
2.3.2. "PPC traffic conversions decreased by 90%".
2.3.3. "PPC traffic decreased by 20%".
2.3.4. "Bounce rate: PPC Traffic quality decreased by 20%".
3
3
Setting up advertising tools:
3.1. In Google Analytics:
3.1.1. Create or link Google Ads account.
3.1.2. Link Google Analytics to Google Ads account. Check if data is displayed appropriately.
3.1.3. Likewise, link the Google Ads account to the Analytics property and make sure all data is displayed correctly.
3.1.4. Google Ads account connected to internal software. Cost data is imported correctly.
3.1.5. Mark the name of the account with the postfix in accordance with instructions.
3.1.6. Set up the search network campaigns:
3.1.6.1. General settings:
3.1.6.1.1. Specify the advertising budget.
3.1.6.1.2. If necessary, create an Ad schedule.
3.1.6.1.3. Choose the ad campaign type.
3.1.6.1.4. If necessary, add bid adjustments.
3.1.6.1.5. Choose the target language.
3.1.6.1.6. Choose the target location.
3.1.6.1.7. Determine the optimal targeting method.
3.1.6.1.8. Select the exclusion method.
3.1.6.1.9. Choose the right advertising strategy.
3.1.6.1.10. Enable/disable ECPC.
3.1.6.1.11. Choose appropriate ad rotation settings.
3.1.6.1.12. Determine an ad delivery method.
3.1.6.2. Keyword settings:
3.1.6.2.1. Add keywords that can be used to describe the product in an ad.
3.1.6.2.2. Look out for duplicate keywords.
3.1.6.2.3. Create a shared negative keyword list.
3.1.6.2.4. Choose an appropriate option for keyword matching.
3.1.6.2.5. Choose an appropriate bid amount.
3.1.6.2.6. Use our standard list of negative keywords for the search network campaigns.
3.1.6.2.7. Set cross-group/campaign negatives (if necessary).
3.1.6.3. Setting up ad extensions.
3.1.6.3.1. Add sitelink extensions.
3.1.6.3.2. Add callouts.
3.1.6.3.3. Add call/location/business profile extensions.
3.1.6.3.4. Add structured snippets.
3.1.6.4. Check the settings:
3.1.6.4.1. See if the text of an ad matches the info on the landing page.
3.1.6.4.2. Make a visual assessment, texts should be informative and relevant.
3.1.6.4.3. Check if auto-tagging and/or UTM tags are on.
3.1.6.4.4. Make sure UTM tags work properly.
3.1.7.Create a shopping ad (if necessary & possible).
3.1.8. Set up automatically created remarketing lists.
3.1.9. Tag client's site for remarketing: create remarketing lists for search ads and remarketing lists with custom parameters (all visitors, shopping cart-abandoners, etc.).
3.1.10. Create a DSA campaign.
3.1.11. Launch a dynamic remarketing campaign.
3.1.11.1. Send the Specifications for adding the dynamic remarketing tag;
3.1.11.2. Send the Specifications for creating an XML product feed.
3.1.11.3. Set up a dynamic remarketing campaign for AdWords.
3.1.1. Create or link Google Ads account.
3.1.2. Link Google Analytics to Google Ads account. Check if data is displayed appropriately.
3.1.3. Likewise, link the Google Ads account to the Analytics property and make sure all data is displayed correctly.
3.1.4. Google Ads account connected to internal software. Cost data is imported correctly.
3.1.5. Mark the name of the account with the postfix in accordance with instructions.
3.1.6. Set up the search network campaigns:
3.1.6.1. General settings:
3.1.6.1.1. Specify the advertising budget.
3.1.6.1.2. If necessary, create an Ad schedule.
3.1.6.1.3. Choose the ad campaign type.
3.1.6.1.4. If necessary, add bid adjustments.
3.1.6.1.5. Choose the target language.
3.1.6.1.6. Choose the target location.
3.1.6.1.7. Determine the optimal targeting method.
3.1.6.1.8. Select the exclusion method.
3.1.6.1.9. Choose the right advertising strategy.
3.1.6.1.10. Enable/disable ECPC.
3.1.6.1.11. Choose appropriate ad rotation settings.
3.1.6.1.12. Determine an ad delivery method.
3.1.6.2. Keyword settings:
3.1.6.2.1. Add keywords that can be used to describe the product in an ad.
3.1.6.2.2. Look out for duplicate keywords.
3.1.6.2.3. Create a shared negative keyword list.
3.1.6.2.4. Choose an appropriate option for keyword matching.
3.1.6.2.5. Choose an appropriate bid amount.
3.1.6.2.6. Use our standard list of negative keywords for the search network campaigns.
3.1.6.2.7. Set cross-group/campaign negatives (if necessary).
3.1.6.3. Setting up ad extensions.
3.1.6.3.1. Add sitelink extensions.
3.1.6.3.2. Add callouts.
3.1.6.3.3. Add call/location/business profile extensions.
3.1.6.3.4. Add structured snippets.
3.1.6.4. Check the settings:
3.1.6.4.1. See if the text of an ad matches the info on the landing page.
3.1.6.4.2. Make a visual assessment, texts should be informative and relevant.
3.1.6.4.3. Check if auto-tagging and/or UTM tags are on.
3.1.6.4.4. Make sure UTM tags work properly.
3.1.7.Create a shopping ad (if necessary & possible).
3.1.8. Set up automatically created remarketing lists.
3.1.9. Tag client's site for remarketing: create remarketing lists for search ads and remarketing lists with custom parameters (all visitors, shopping cart-abandoners, etc.).
3.1.10. Create a DSA campaign.
3.1.11. Launch a dynamic remarketing campaign.
3.1.11.1. Send the Specifications for adding the dynamic remarketing tag;
3.1.11.2. Send the Specifications for creating an XML product feed.
3.1.11.3. Set up a dynamic remarketing campaign for AdWords.
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4
Sort out the billing information, make sure the client pays for the AdWords account
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5
Testing and review of the results
5.1. Comment on every unexecuted item of the checklist
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Team Lead has to make sure that every item of the checklist is fulfilled
PPC management services: Growth
1
1
Planning an advertising strategy (curated by the PPC specialist)
1.1. Create a project strategy.
1.1.1. Get the project approved by the Team Lead.
1.1.2. Send the strategy to the manager and add it to Dashboard.
1.1.3. Calculate advertising budgets in accordance with the client's priorities and the overall budget.
1.1.1. Get the project approved by the Team Lead.
1.1.2. Send the strategy to the manager and add it to Dashboard.
1.1.3. Calculate advertising budgets in accordance with the client's priorities and the overall budget.
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2
Dealing with the technical aspects of the project
2.1. Set up a "Sales" goal and a funnel (for example, Add to Shopping Cart -> Shopping Cart Visit -> Purchase).
2.2. Set up site search tracking.
2.3. Set up branded traffic tracking.
2.2. Set up site search tracking.
2.3. Set up branded traffic tracking.
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3
Advertising tools settings
3.1. Set up targeting on the Display Network.
3.1.1. Define advertising objectives.
3.1.1.1. Increase brand awareness (the number of customers that recognize the brand).
3.1.1.2. Increase involvement (as in, increase brand loyalty among existing customers).
3.1.1.3. Call for action (find customers that are close to making a purchase decision).
3.1.2. Determine, which metrics to use when measuring ad campaign effectiveness.
3.1.2.1. Reach: the number and frequency of impressions. New customers, more branded traffic.
3.1.2.2. Engagement: the number of interactions (clicks/conversions); engagement rate (CTR).
3.1.2.3. User behavior: the bounce rate, page depth.
3.1.2.4. Sales: the number of direct and assisted conversions, conversion rate, CPA, ROMI.
3.1.3. Identify the target audience.
3.1.3.1. Perform a customer analysis with Analytics' Interests Overview report.
3.1.4. Specify the ad campaign settings:
3.1.4.1. Choose the location (geotargeting).
3.1.4.2. Choose the languages (usually client country's language + English).
3.1.4.3. Determine the bid strategy.
3.1.5. Add ad extensions.
3.1.6. Create ad groups.
3.1.7. Set default bids for the ad groups.
3.1.8. Choose targeting methods on the Display Network.
3.1.9. Write the Specifications for image ads (in case they haven't been created yet).
3.1.10. Make sure that all necessary types of ads are created (responsive, image, text ads).
3.1.11. Set up automatic targeting.
3.1.12. Set content exclusions.
3.1.13. Set up a script to exclude placements where you don't want your ads to show.
3.1.14. Set up automated rules to exclude irrelevant placements.
3.1.15. Set up bid adjustments.
3.1.16. Create a list of negative sites for Display advertising.
3.2. Facebook Ads:
3.2.1. Send the Specifications for installing a Facebook Pixel.
3.2.2. Send the Specifications for installing Facebook Dynamic Ads.
3.2.3. Send the Specifications for creating a Facebook Product Feed.
3.2.4. Set up Facebook Dynamic Ads.
3.2.4.1. Select the type of the campaign.
3.2.4.2.Build the audience.
3.2.4.2.1. Add standard events or custom conversions.
3.2.4.2.2. Build a broad audience.
3.2.4.2.3. Use customer lists, website or app traffic, or engagement on Facebook, to create Custom Audiences of people who already know client's business.
3.2.4.2.4. Build lookalike audiences with a source audience size of 100 or higher.
3.2.4.3. Setting up Ad Sets:
3.2.4.3.1. Exclude remarketing audiences from the targeting.
3.2.4.3.2. Set a daily or lifetime budget.
3.2.4.3.3. Choose, which criteria to use to optimize the ads.
3.2.4.3.4. Choose a bid.
3.2.4.4. Create ads.
3.2.4.4.1. Add no less than three separate ads into one ad set, and no more than five.
3.2.4.4.2. Check if the ad image contains too much text with the Facebook Text Overlay tool.
3.2.4.4.3. Add the UTM parameter.
3.2.4.4.4. Choose a pixel for tracking conversions.
3.2.4.4.5. Add a suitable Call to Action button.
3.2.4.4.6. In the carousel, make sure that titles are relevant to images.
3.3. MyTarget ad settings:
3.3.1. Send the Specifications for setting up MyTarget dynamic remarketing.
3.3.2. Set up dynamic remarketing.
3.4. Enable geotargeting.
3.5. Create video campaigns.
3.1.1. Define advertising objectives.
3.1.1.1. Increase brand awareness (the number of customers that recognize the brand).
3.1.1.2. Increase involvement (as in, increase brand loyalty among existing customers).
3.1.1.3. Call for action (find customers that are close to making a purchase decision).
3.1.2. Determine, which metrics to use when measuring ad campaign effectiveness.
3.1.2.1. Reach: the number and frequency of impressions. New customers, more branded traffic.
3.1.2.2. Engagement: the number of interactions (clicks/conversions); engagement rate (CTR).
3.1.2.3. User behavior: the bounce rate, page depth.
3.1.2.4. Sales: the number of direct and assisted conversions, conversion rate, CPA, ROMI.
3.1.3. Identify the target audience.
3.1.3.1. Perform a customer analysis with Analytics' Interests Overview report.
3.1.4. Specify the ad campaign settings:
3.1.4.1. Choose the location (geotargeting).
3.1.4.2. Choose the languages (usually client country's language + English).
3.1.4.3. Determine the bid strategy.
3.1.5. Add ad extensions.
3.1.6. Create ad groups.
3.1.7. Set default bids for the ad groups.
3.1.8. Choose targeting methods on the Display Network.
3.1.9. Write the Specifications for image ads (in case they haven't been created yet).
3.1.10. Make sure that all necessary types of ads are created (responsive, image, text ads).
3.1.11. Set up automatic targeting.
3.1.12. Set content exclusions.
3.1.13. Set up a script to exclude placements where you don't want your ads to show.
3.1.14. Set up automated rules to exclude irrelevant placements.
3.1.15. Set up bid adjustments.
3.1.16. Create a list of negative sites for Display advertising.
3.2. Facebook Ads:
3.2.1. Send the Specifications for installing a Facebook Pixel.
3.2.2. Send the Specifications for installing Facebook Dynamic Ads.
3.2.3. Send the Specifications for creating a Facebook Product Feed.
3.2.4. Set up Facebook Dynamic Ads.
3.2.4.1. Select the type of the campaign.
3.2.4.2.Build the audience.
3.2.4.2.1. Add standard events or custom conversions.
3.2.4.2.2. Build a broad audience.
3.2.4.2.3. Use customer lists, website or app traffic, or engagement on Facebook, to create Custom Audiences of people who already know client's business.
3.2.4.2.4. Build lookalike audiences with a source audience size of 100 or higher.
3.2.4.3. Setting up Ad Sets:
3.2.4.3.1. Exclude remarketing audiences from the targeting.
3.2.4.3.2. Set a daily or lifetime budget.
3.2.4.3.3. Choose, which criteria to use to optimize the ads.
3.2.4.3.4. Choose a bid.
3.2.4.4. Create ads.
3.2.4.4.1. Add no less than three separate ads into one ad set, and no more than five.
3.2.4.4.2. Check if the ad image contains too much text with the Facebook Text Overlay tool.
3.2.4.4.3. Add the UTM parameter.
3.2.4.4.4. Choose a pixel for tracking conversions.
3.2.4.4.5. Add a suitable Call to Action button.
3.2.4.4.6. In the carousel, make sure that titles are relevant to images.
3.3. MyTarget ad settings:
3.3.1. Send the Specifications for setting up MyTarget dynamic remarketing.
3.3.2. Set up dynamic remarketing.
3.4. Enable geotargeting.
3.5. Create video campaigns.
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4
Usability testing
4.1. Write out general specifications and recommendations for the desktop and the mobile version of the site.
4.2. Create a separate file for such recommendations.
4.3. Employ said recommendations.
4.2. Create a separate file for such recommendations.
4.3. Employ said recommendations.
*As you have probably guessed, this checklist should be implemented along with the previous and the following ones.
PPC management services: Enterprise
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1
Deciding on the technical details of the project before the launch of the ad campaign
1.1. Add Google Analytics' Enhanced eCommerce features in accordance with the Specifications and individual features of the site.
1.2. Add the cross-device tracking using Client ID.
1.3. Import the canceled transactions data in Google Analytics via the Measurement Protocol.
1.2. Add the cross-device tracking using Client ID.
1.3. Import the canceled transactions data in Google Analytics via the Measurement Protocol.
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2
Advertising tools setting
2.1. Set up dynamic remarketing through Google Merchant center (if necessary & available).
2.2. Target ads based on emails and phone numbers from the client base.
2.3. Use additional tools, if necessary.
2.4. Set up dynamic headers (if useful for the project).
2.2. Target ads based on emails and phone numbers from the client base.
2.3. Use additional tools, if necessary.
2.4. Set up dynamic headers (if useful for the project).
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3
Competitive analysis
3.1. Conduct a competitive analysis, provide the recommendations to enhance the site's performance.
3.2. Collect traffic sources before the test run.
3.2. Collect traffic sources before the test run.
PPC management optimization
Monthly optimization and reports regarding the campaign's success
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1
Advertising optimization
1.1. Use IT Automation:
1.1.1. Enable ECPC (Enhanced CPC).
1.2. Optimize the CPC: use bid scheduling. For example, set automated rules to increase or decrease bids based on:
1.2.1. The time of the day;
1.2.2. The day of the week;
1.2.3. Or the user's device.
1.3. Set up automated rules.
1.4. Raise bids to the recommended top of page bid.
1.5. Adjust automated rules to increase bids for keywords that are converting well and at a low cost per conversion, and decrease bids for those that aren't.
1.1.1. Enable ECPC (Enhanced CPC).
1.2. Optimize the CPC: use bid scheduling. For example, set automated rules to increase or decrease bids based on:
1.2.1. The time of the day;
1.2.2. The day of the week;
1.2.3. Or the user's device.
1.3. Set up automated rules.
1.4. Raise bids to the recommended top of page bid.
1.5. Adjust automated rules to increase bids for keywords that are converting well and at a low cost per conversion, and decrease bids for those that aren't.
2
2
Increasing Ad Campaign effectiveness
2.1. Replace underperforming ads with more relevant ones.
2.2. Create new ad groups and new targeted ads for keywords with low-quality scores.
2.3. Increase bids for keywords with a low CPC (to get more conversions at a lower price).
2.4. Decrease bids for those with a high CPC (to keep the CPC low).
2.2. Create new ad groups and new targeted ads for keywords with low-quality scores.
2.3. Increase bids for keywords with a low CPC (to get more conversions at a lower price).
2.4. Decrease bids for those with a high CPC (to keep the CPC low).
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3
Preparing monthly performance evaluation reports
3.1. Send the monthly report to the client, where we sum up the main results of the month.
3.2. Evaluate, if and how the ad campaign is beneficial for the client, copy the presentation to Dashboard.
3.3. For an online store, calculate ROMI for each product category, fill in a table and copy the data to Dashboard.
3.4. Calculate the current CPA and Target CPA.
3.2. Evaluate, if and how the ad campaign is beneficial for the client, copy the presentation to Dashboard.
3.3. For an online store, calculate ROMI for each product category, fill in a table and copy the data to Dashboard.
3.4. Calculate the current CPA and Target CPA.
Later on, PPC specialist constantly optimizes the ad campaigns they've created. An organized approach like this is the main secret to an effective advertising campaign.
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11 years of experience in PPC management services
1200+ successful cases
73 professionals in our team
27 countries with TOP-3 results
1200+ successful cases
73 professionals in our team
27 countries with TOP-3 results
