The last word guidelines for beginning PPC campaigns


Whether you’re new to the pay-per-click (PPC) world or a campaign veteran, starting a new PPC campaign means a lot of preparation. Although PPC is an effective digital marketing tactic, campaigns can get complicated and wasted budget on the wrong clicks can be easy. With a ton of different moving parts to consider, attention to detail and organization will be your best friends.

But I also like to think of myself as your friend. That’s why I created this PPC Campaign Pre-Launch Checklist that includes all of the boxes that you need to check before you hit the “Start” button.

1. Get access to the customer’s accounts

First things first, before we dive into anything, we need access to the correct accounts. This includes the platform advertising account on which you place advertisements, such as B. LinkedIn, Google, Twitter, Facebook, etc. Second, you want access to the Google Analytics account. Not only is this helpful when reporting back later, but a look at existing user behavior can also help develop an even better strategy. For more information on providing / getting account access, see our guide on how to give your marketing agency access to your PPC platforms.

2. Have your PPC campaign strategy ready

Nowadays anyone can set up a PPC campaign, but it takes a well-designed strategy to run one successfully. Take into account your goals, audience profile, platform mix, and how you will measure results. This will help you nail down those targeting limitations and create a solid foundation on which to build. Do you need additional help? Take a look at our PPC strategy blog and download our handy strategy template.

3. Gather your approved assets like ad copy and multimedia

There are a variety of different types of PPC campaigns that you can run, including search, display, video, and more. The assets you need depend on the type of campaign you’re launching. So make sure you are communicating with your customer exactly what you need. Whether you are getting ad copy, images, videos, or all of the above, keep it in one place for easy access and organization. Also, it wouldn’t hurt to do a quick review to make sure your approved creative meets the platform’s requirements and specifications. Unfortunately, every platform is different. Nothing ruins your timeline more than crawling at the last minute to get a 15GB video down to size!

4. Make sure your landing page is optimized and optimized for mobile devices

With a PPC campaign, you are likely to drive ads to a website. Ideally, you’re directing traffic to a campaign-specific landing page with relevant content to prevent your users from bouncing off. With mobile traffic now accounting for over 50% of all web traffic, you want to make sure your website is mobile friendly and responsive for the best experience.

5. Remove your UTM links and test them

Now that your landing page is ready, let’s create some tracking links. UTM stands for Urchin Tracking Module. It’s a simple line of code that can be added to the end of your URL to keep track of different elements of your digital campaign. Make your UTMs as clean as possible and document them with our UTM tracking template. You will thank me later when it is time to report. Don’t forget to test your links! Not only should you click on them to make sure that there are no missing spaces or characters, but also that they appear correctly in Google Analytics. Here’s a pro tip: if there’s an existing “?” in your original URL you have to adapt the UTM so that it starts with the parameter “&” instead. Otherwise it will not be tracked.

6. Set up on-page conversion and event tracking

Since you should already have access to Google Analytics at this point, we want to make sure that we collect all relevant information from your users. With the UTMs you just created, you are already entering some basic information in Google Analytics, e.g. B. Average time spent on the page, bounce rate, and session duration. This is great, but we want to collect all the information we can. Take a look at your landing page and think about which actions would be valuable for your users. This can include button clicks, video views, or form fills. You can set up events and conversions for these specific actions in Google Analytics or Google Tag Manager. Then be sure to test, test, test!

7. Prepare your report template

While tweaks and reporting come later, do Future You a favor and set up your report beforehand. Rethink your campaign strategy and consider which metrics are critical to your goals and make room for them in your reporting. Having a report template available early on will make it easier for you to make optimizations during campaign time and see how they develop over time. However, remember to include a note area so you can record what those tweaks were during the campaign!

Not sure where to start reporting? Don’t worry, I’ve got you covered. Learn how to write insightful marketing reports on this blog.

And that’s it! Following this checklist will not only help you avoid avoidable mistakes, but it will also improve the overall performance of your campaign. While this list is a great place to start, our door is always open if you need additional help.

Have fun with the election campaign!