Setting up a pay-per-click (PPC) campaign involves extensive planning and even with the very best preparation things can slip through the cracks. Whether you’re an experienced PPC professional or not everyone needs a checklist to help keep everything on track.
There are certain things every PPC campaign needs in this two-part post we’ll look at six areas that need your attention.
Identifying your market and messaging
At the start it’s important that you understand your market and the messaging you want to put out there. The following questions can help you to understand your market and plan your messaging.
- What is your market?
- Who are your customers?
- Who are your main online competitors?
- What makes you different from the competition
- Why should people buy from you?
- What message are you trying to convey?
- What are the campaign goals?
Creative development
Landing pages are an important creative part of your campaign. As you prepare to launch take time out to consider what you want your landing page to include.
- Do landing pages currently exist?
- If yes do, they ad-here to best practices?
- If no, who is creating them?
- Is the landing page responsive?
- Is it easy to navigate and does it load quickly?
- Are there strong calls to action?
Campaign structure and development
Once you understand your market and the messaging you want to get out there it’s time to look at how you want to structure your campaign and how you plan on developing it.
- Conduct keyword research.
- Group your targeted keywords into small themed groups.
- Workout whether it’s best to have just one campaign or multiple campaigns.
- Develop ad copy that aligns with your messaging.
- Create a list of negative keywords. You can use your previous keyword research to help.
Lookout for part 2 of our post, where we look at three more areas you should pay attention to when setting up a new PPC campaign.
