Call 03332 207 677

Samantha Noble

Pay Per Click Campaign Checklist

11th Aug 2010 Paid Search, Bing AdCenter, Paid Search, Google AdWords, Paid Search 2 minutes to read

In my mind there are key steps that everyone should be following when a Pay Per Click campaign is being created. Whether you are new to PPC or an experienced Search Specialist, we all need guidelines to ensure we keep on track.

We may all have different tools that we use when creating a PPC campaign, but the end goal is always the same…. To have a well structured campaign that achieves good results and a positive ROI.

I have put together this Pay Per Click Campaign Checklist to give pointers on the different steps I take when creating a campaign and have summarised each point in more detail below. If you would like to add anything, please feel free to leave your comments at the end of this post.


Understand your Market

  • Who are your main online competitors?
  • What makes you different from the competition?
  • Why should people buy from you?

Keyword Research

  • Make good use of the tools available (AdWords Keyword Tool, Wordtracker, SpyFu etc)
  • Think about what you are wanting to promote; a product or a service?
  • Use this to start your keyword research and expand as you uncover new phrases

Defining the Campaign Structure

  • Group your targeted keywords into small themed groups
  • Keep the number of keywords in an ad group to a minimum
  • Work out whether it is best to have one campaign or multiple campaigns

Ad Text

  • The ad text should be unique for each ad group and should closely match the keywords in the group
  • Always run at least two ads alongside each other to ascertain the better performer

Negative Keywords

  • Just as important as positive keywords and should not be overlooked
  • It is not uncommon for a campaign to have in excess of 2,000 negatives
  • Use your earlier keyword research for finding negative keywords too

Bid Prices

  • How much are you prepared to bid up to for a click on one of your adverts?
  • Work on a 1% conversion rate, i.e. 100 visitors produces 1 sale, if applicable.
  • Set the bids and be prepared to adjust after the campaign has launched to achieve your desired ad positions

Campaign Settings

  • Review the campaign settings and be prepared to change the default settings
  • Set-up location targeting selecting an entire country, town/city or a specific area within a certain radius of your post code
  • Change the Ad Rotation setting to ‘Rotate: Show ads more evenly’ which will allow you to make the decision over which ad to pause when split testing
  • Choose which networks you want the ads to show on (Google, Search Partners and/or Display Network)
  • A lot of current websites do not render well on mobile phone devices. If this applies to you, look at stopping the ads from showing on mobiles


  • Choose a daily budget that is comfortable for you

Conversion Tracking & Goals

  • Set-up AdWords Conversion Tracking to record sales/downloads/contact form submissions etc depending on what your desired goal is
  • Create goals in Google Analytics to track where you visitors maybe falling out of your ‘Goal Funnel’


  • Try to avoid launching a new campaign on a Friday unless you will be monitoring it over the weekend
  • Monday mornings are my preferred launch day as I can monitor the campaign throughout the entire week

Review, Review, Review

  • Continue to monitor the campaign performance and make adjustments where required
  • Review for additional negative keywords on a weekly basis

If you would like some help setting up your Pay Per Click campaign, please get in touch with our Sales Team.

Share this post

Samantha Noble
About the author

Samantha Noble

Sam is a talented multi-tasker, a dedicated mother to the gorgeous Theo and a big fan of cooking – word on the street is that she’s pretty good in the kitchen but we’re yet to know if this is true or not. Hint hint, we like cake, Sam.


What do you think?

  • aspect-ratio UK Search Awards Sam Noble Winner
    Cat Birch

    Samantha Noble Wins UK Search Personality 2016 at UK Search Awards

    The UK Search Awards is an exciting night for all; brimming with excitement, anticipation and pride, these awards showcase the very best in Digital Marketing. Our pride was overflowing as we watched our very own Sam Noble be honoured with the top prize of the night: UK Search Personality 2016.


    Cat Birch
    2nd Dec 2016
  • aspect-ratio UK Search Awards Sam Noble Winner
    Cat Birch

    Koozai Shortlisted for Three Awards at the UK Search Awards 2016

    The UK Search Awards are here and we’re pleased to announce that we’ve been shortlisted for three awards at this prestigious ceremony.

    What an incredible year 2016 has been for us so far. We’ve celebrated turning 10 as a company, and in the last few months alone we’ve been nominated for a range of campaigns, won a bunch of awards and now we’ve been shortlisted for even more success.


    Cat Birch
    30th Nov 2016

Digital Ideas Monthly

Sign up now and get our free monthly email. It’s filled with our favourite pieces of the news from the industry, SEO, PPC, Social Media and more. And, don’t forget - it’s free, so why haven’t you signed up already?