PPC Expert ( Google Ads Certified )

Goals Review

1. Understand the business and account goals form ppc campaings and Review campaigns target personas and demographic.
2. Research search intent and understand how it connects to your goals.
3. Know how you will track PPC campaign success.

Campaign Audit

1. The campaign is relevant and targeted, ensuring you’re getting a 5-10% conversion rate.
2. Monitor daily spend to make sure you’re not spending too much or too little.
3. Know what a good lead means for the campaign.
4. Make sure budget is allocated to campaigns that matter most to you (or your client).
5. Pay attention to the data and use this to inform the PPC structure.
6. Communicate monthly with your client, sales team, or manager to review the quality of your PPC campaign leads.
7. Regularly quantify how individual campaigns, groups, and keywords drive business. Remember to drill down into dimensions like the time of day.
8. Use demographic data in your analysis instead of treating everything the same.
9. Find and test new ad formats at least once a quarter.
10. Review geographic, device, and persona targets.
11. Monitor the bid strategy, budget, and ad delivery.
12. Analyze Google extensions.

Keyword Research

1. Find and stop using low-performing keywords. This includes keywords that haven’t converted for six months or longer. 2. Narrow targeting for specific keywords, ads, and landing pages.
3. Investigate negative keywords – make sure you’re using them correctly.
4. Review and reduce CPA to improve lead quality.
5. Regularly find and test new keywords.
6. Review ad group keywords to ensure you’re using small and tight themes.
7. Start using rules/statistical rigor in your testing instead of guessing.
8. Remove all keyword overlap.
9. Double-check that you’re not bidding against yourself.
10. Align keywords with conversion goals.
11. Use your keywords to build campaign themes, ad groups, and messaging.
12. Choose the right keyword match types.
13. Aim for 10 keywords or less for each ad group.

Ad Copy

1. Make sure there is alignment between keywords, ad copy, and landing pages.
2. Address search intent and uses the right campaign keywords.
3. Include an enticing CTA that tells the reader what you want them to do. 4. Use A/B testing to evaluate ad copy.
5. Only testing two different ads in each ad group.
6. Review all grammar, spelling, and wording.
7. Make sure all ads are optimized for conversions.
8. Ads are leveraging regular display.
9. Test new offers at least once a quarter.

Landing Page

1. Make sure your PPC ads and landing pages are consistent.
2. Landing page is correlated with the keyword, ad, and search intent.
3. Mobile friendly landing page.
4. Test landing pages on a monthly basis.
5. Create landing pages for specific and related keywords.
6. Gives readers all the information required to make a buying decision.
7. Includes an up-to-date and clear product photo, description, pricing, product options, and product reviews.
8. Makes it easy for people to click Buy.
9. Clear and correct contact information.
10. Triggers an order confirmation and thank you email with details such as the tracking number, return policy, contact information, and expected ship date.
11. Use A/B testing for landing page copy and design.

PPC Tracking and Testing Review

1. Ensure AdWords is correctly integrated with Google Analytics.
2. Review test types – make sure you’re running high-impact tests.
3. Track all relevant conversions and calls in alignment with your Google Analytics goals. 4. Pause all poor-performing keywords.
5. Triple check conversions.
6. Verify tracking at least once a quarter.
7. Implement simultaneous A/B testing for all ads and landing pages.
8. Monitor these metrics:
9. Click Through Rate
10. Cost Per Click
11. Conversions and Conversion Rate
12. Cost Per Acquisition
13. Quality Score

Free Account Audit Report

A PPC audit examines all your digital advertising networks and conducts analyses to determine how to optimize them.

Generally, it’s best to delay a PPC audit after making significant changes. You’re relying on data to tell the story of what’s happening in an account, so ideally you want to accumulate a few months of data. Significant structural ad program changes can disturb the statistics and make data analysis more difficult.