PPC Campaign Setup Guide
This playbook offers a step-by-step guide for setting up and managing Pay-Per-Click (PPC) advertising campaigns on platforms such as Google Ads and Bing Ads. It details the processes from initial setup to ongoing optimization.
Step 1: Research
Conduct thorough keyword research using tools like Google Keyword Planner to identify relevant and high-converting keywords for your campaign. Group these keywords into themed ad groups.
Step 2: Account Setup
Create an account on the advertising platform(s) of your choice like Google Ads or Bing Ads, providing all necessary business information.
Step 3: Campaign Creation
Initialize a new PPC campaign in the platform's dashboard. Select the campaign type, set your targeting preferences (geotargeting, language, etc.), and define your budget and bids.
Step 4: Ad Development
Craft compelling ad copy that includes the target keywords. Create multiple variations for A/B testing. Design or source any required visual assets.
Step 5: Landing Pages
Design and develop landing pages that are optimized for conversion and that provide a relevant and direct message corresponding to the keywords and ads.
Step 6: Conversion Tracking
Set up conversion tracking within the platform or using external tools to monitor the actions users take after clicking on your ads such as form submissions, purchases, or sign-ups.
Step 7: Launch
Review all settings and content, then launch your PPC campaign. Ensure that your ads and landing pages are live, and start gathering data.
Step 8: Monitoring
Regularly check the performance of your campaign. Look at key metrics like click-through rates (CTR), conversion rates, and cost per conversion.
Step 9: Optimization
Make adjustments based on performance data. This can include bid modification, keyword changes, pausing underperforming ads, and refining landing pages.
Step 10: Reporting
Create reports to analyze the effectiveness of the campaign. Use the data to make informed decisions for ongoing and future PPC efforts.
General Notes
A/B Testing
Always A/B test your ad copy and landing pages to identify the versions that convert the best.
Budget Management
Keep a close eye on your spend to ensure that you are not exceeding your budget while maximizing ROI.
Continual Learning
PPC platforms frequently update their features and algorithms. Stay informed about the latest best practices and new tools available.