A full checklist to create an effective PPC ad campaign would be a very long article, but to help you on your way and to give your some basics to create your first Google Ads campaign we have created the list below.

1. Seperate your Sales and Information keywords. Think about your keyword list, what do people type in when looking for information and what do they type in when looking to buy. You will need to really think about this.

2. You should optimise ads for different devices. Think about what people do on a mobile, table and PC. You will need to optimise your campaigns for each type of device.

3. You will need to make good ads, think about the following when creating your AdGroups and Ad Copy:

  • Put your Keywords in the title
  • Use Qualifying words
  • Put Keyword in the display link
  • Put Keyword in the description
  • Is there a Call to action

4. To increase the visability and effectiveness of your Google Ads, We recommend that you use a variety of different ad extensions, use: Structured snippets, call extension , location, price extensions, and any others that are relevant to your ads.

5. For high and medium search volume keywords think about creating a SKAG Single Keyword AdGroup, one keyword one advert! This will keep your keyword, advert and landing page highly relevant and should improve your campaign.

6. Setup Conversion Tracking – this should be VERY high on your list so you know if your ads are working.

7. Limit budgets for keywords that aren’t working as well.

8. Think about setting up retargetting campaigns to improve conversions rates… don’t just think Google, would a Facebook retargetting campaign work better for your business?

9. Think about when your adverts run. If you are looking to generate leads maybe it would be best to only have your adverts run when you are there to answer the phone. If you are running a B2B campaign then think about when these businesses are open and run your ads at those times.

10. Create a negative keyword list and update it regularly!

This short list should put you on the right track to a profitable Google Ads campaign. If however you would like us to help you get the most from your budget then give us a call, we create and optimise Google Ads campaigns for businesses that want to get the most from their budgets.