Your PPC campaigns need to be aligned with your business and account goals. Knowing why you are running a campaign should drive the development of your strategy.

Everything from keywords, landing page structure, messaging, budget, and campaign structure is tied to your account and business goals. If these elements aren’t clear, it's time to replan. With defined goals, you can proceed with a campaign that gets clicks and converts.

Here is a list to assist in verifying your campaign goals and objectives:

Review your conversion goals for the campaigns.
Know the business and account objectives.
Review your target audience.
Analyze search intent and how it connects to your goals.
Know the criteria for the campaign’s success.

The structure and settings play a significant role in your campaign's success. It is essential to understand why your campaign is structured the way it is.

Do you know if your campaigns and ad groups are structured around personas, product lines, or business goals? There is no single right way to organize a campaign, but it's important to understand and control all levels of the structure.

Here are some points to check for campaign structure:

Is the campaign relevant and targeted, ensuring a conversion rate of five to ten percent?
Do you monitor spending?
Do you know what a good lead looks like for your campaign and your business?
Ensure that the budget is allocated to the most important campaigns.
Pay attention to the data and use it to structure the campaigns.
Maintain constant communication between the agency and your sales team or manager to validate the quality of your leads.
Use demographic data in your analysis instead of treating all results together.
Find and test new ad formats at least once per quarter.
Periodically review geographic targets, device distribution, and persona identification.
Monitor bidding strategies, budget, and ad delivery.
Analyze Google extensions.

Keywords are essential for the success of your campaigns. Start by identifying the top five keywords for each ad group, ensuring they align with the theme and intent of each campaign.

Periodic keyword reviews are crucial.

Here are some important points for your keywords:

Segment keywords according to ads and landing pages.
Stop using underperforming keywords.
Analyze your negative keywords.
Review and reduce CPA to improve lead quality.
Regularly find and test new keywords.
Use statistics to analyze keyword performance—don’t guess.
Ensure you’re not bidding against yourself.
Align keywords with conversion goals.

We covered keywords earlier, but keywords alone aren’t what get your ad noticed. The ad text is just as important and can be the deciding factor between converting a lead or being overlooked, so don’t rush when developing your ad.

Once the ad is developed, don’t assume it's working perfectly; testing is essential. Don’t hesitate to rethink the language and messages to improve performance.

Ensure all aspects of your ad, including URL, title, description, and ad copy, speak to your audience.

Here are some points to check in your ads:

Ensure alignment between keywords, ad copy, and landing pages.
Include a compelling CTA that tells the lead what you want them to do.
Use A/B testing to evaluate the ad copy.
Review grammar, spelling, and writing.
Ensure all ads are optimized for conversion.
Test new offers at least once per quarter.

Think of your landing pages as the first impression people have when clicking on your ad. Your landing page needs to work quickly to convert and drive sales.

It’s important to maintain a consistent appearance and message between your ads and landing pages.

Here’s a checklist to assist with landing page review:

Ensure consistency between your ads and landing pages.
Does the landing page correlate with the keyword, ad, and search intent?
Is the landing page mobile-friendly?
Testing is essential to ensure the landing page’s effectiveness.
Create landing pages for specific and related keywords.
Does your landing page provide all the necessary information for purchase decisions?
Does your page include an updated, clear product image, description, prices, options, and reviews?
Is it easy for the lead to make a purchase?
Are the contact details clear and correct?
Use A/B tests to compare landing pages’ results.

Tracking and testing tell you what’s working and what’s not. Although testing should be integrated throughout your campaign audits, it’s often overlooked.

Tracking conversions and correlating them with your ad and landing page test data informs you how to manage your campaign to keep it optimized.

Here’s a checklist for tracking and testing:

Ensure Google Ads is properly integrated with Google Analytics.
Review the types of tests being conducted.
Track all relevant conversions and calls according to your Google Analytics goals.
Pause underperforming keywords based on tracking data.
Review tracking at least once per quarter.
Implement A/B tests for key ads and landing pages.
Monitor metrics such as:
Click-through rate
Cost per click
Conversions and conversion rate
Cost per acquisition/conversion
Campaign quality score

Campaign audits are often neglected due to lack of time, personnel, or knowledge, but they are crucial.

Developing scripts to audit campaigns can be a great solution. You can write or use existing scripts to audit all campaign details and take actions based on audit results. This might sound confusing, but it isn’t.

In fact, someone has probably already written an audit script for the tasks you want to automate.

Contact us if you need help with any of these points. We're here to assist you.