Tuesday, September 22, 2015

PPC Checklist You'll Want to Keep Handy

Whether you are a PPC guru or a PPC virgin you will want to keep this awesome PPC checklist handy when duplicating a new campaign by copy and pasting an old one.

Within AdWords Editor you can have a copy-and-paste frenzy. Copy and paste entire campaigns, keywords, negative keywords, locations, and sitelinks…copy and paste all the things!

However, copy and pasting leaves room for several errors. If you are not OCD or you are pressed for time, you may miss a crucial detail that can cost you (or worse your client) money. 

Fortunately, Tandem Interactive’s very own PPC Ninja has laid out a checklist of criterion that must be changed when copy and pasting ad campaigns.

AdWords Editor Check List:

Campaigns & AdGroups
        Rename the Campaign & Necessary AdGroups
        If location specific, assess the keywords (CRTL + H to find and replace text)
Keywords and Targeting:
        Evaluate which negative keywords are not inhibiting the new keywords
        LOCATION! If your campaigns are location-specific, then make sure that you are targeting the correct area.
Ads and Extensions:
        Change “Final URLs” – formerly known as “Dest. URLs”
        If necessary, change the Display URL. Making the Display URL specific to your campaign and AdGroup will allow your quality score to increase even further!
        Sitelinks will also paste across campaigns in Editor; however, if you directly edit the copied sitelink it will affect the original campaign’s sitelinks as well. If the sitelinks need rewording or a different Final URL, then be sure to delete the pasted ones and create brand new ones that are specific to your new campaign. 

AdWords Check List:

       Once the new campaign is posted, there are a few more areas to double check:
        Callout Extensions: These will not paste over. You need to manually add callouts to your new campaign.
        Call Extensions: Don’t forget to manually add the phone number to your ad.
       Other miscellaneous options are as follows:
        Add the new “Structured Snippet Extensions”
        If you had Day Parting on your previous campaign, double check whether it suits the new campaign.
        Double check that the campaign is optimized for mobile devices.

Lastly, set a reminder to double check your new campaign 24 hours after going live to ensure that everything is tracking and performing accordingly!

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