facebook Complete PPC Checklist | Pay Per Optimization Checklists 2024
We ensure secure communication with our customers using our domain email, ending with @ezrankings.com. Please be cautious of emails from non-domain providers. To verify authenticity, reach out to us directly at contactus@ezrankings.com

A Complete PPC Checklist – Improve Your Ad Performance

| January 23rd, 2024 | 898 Views

PPC Checklist (Pay Per Click Checklist)

Pay-per-click or PPC advertising remains crucial in today’s digital marketplace. The advertisement offers businesses an effective means of reaching specific consumers, thus being critical in creating leads, transforming leads into actual sales, and boosting revenue growth.

However, merely conducting a PPC campaign will not guarantee victory. For your advertisements to reach their highest potential, constant monitoring and optimization is essential. This is why a PPC checklist comes in handy. It will be a complete manual that will provide information, on how to keep your PPC campaigns under control and the steps required for best performances. This guide covers every part of the comprehensive PPC (Pay Per Click) checklist that includes setup to ongoing tune-up.

PPC Checklist That You Need to Follow:

Define Clear Goals:

It is important to set specific goals for your PPC campaign, aligning with your PPC optimization checklist, even before starting to set up the campaign. Setting out an aim will be useful in directing all actions taken towards increasing a website, lead generation, or sales enhancement. Below are the key goals of PPC campaigns:

  • Lead generation: Such an aim is most appropriate for a business that aims at collecting prospective customer information, like emails or cell phone numbers.
  • Website traffic: This goal helps to measure the efficiency of the ads with regard to clicks and visitors in case your only target is to increase site traffic.
  • Sales/conversions: The result for most e-commerce companies running a pay-per click campaign is the generation of sales out of the campaign. Conversions are tracked in this target, showing the effectiveness of an ad in bringing in revenue.

Budget Allocation:

After defining your objectives, make provision for your PPC budget. This will ensure the amount of money you are going to spend per a single ad and not go beyond your budget. Regularly monitoring and changing your budget, when necessary, maximizes ROI.

Also, think about the CPC you have on the keywords of your choice and factor this into your budget as well. Some keywords may cost higher CPC compared to others. As such, you should organize your budget in priorities for this reason.

Keyword Research:

For creating any PPC management campaign, keyword research is one of the primary issues. In this step, you need to identify appropriate and relevant keywords that will attract traffic in the right direction. Some key points to keep in mind when conducting keyword research are:

  • Relevance: Your selected keywords need to match what your targeted audience relates to in a way that concurs with the ads’ message.
  • Search volume: A high number of searches for keywords shows that there is a big market base.
  • Competition: Think of what the competitive nature is for every one particular keyword. This will dictate how much you can pay and its output.
  • Long-tail keywords: Long-tail keywords are usually longer and more specific which results in a lower level of competition. This helps to target a specific audience or segment in a broad niche market.

Competitor Analysis:

It is also important to look into what your competitors are doing with their PPC management campaigns as this can give you a major advantage in staying ahead of them. Analyze the keywords they use, their ad copies, and their landing pages. Such data can aid you in spotting the areas, where other strategies may apply and the weaknesses that could be leveraged to improve yours. Several tools including SEMrush and SpyFu exist for competitor analysis.

When doing competitor analysis, you should check your own ads performance metrics as well and change your strategy if necessary. This will enable you to cope with the rapid environment of PPC Advertising, which is characterized by stiff competition.

Ad Platform Selection:

These include ad platforms such as Google Ads, Bing Ads, and other social media platforms like Facebook and Instagram. Given that different platforms have various features as well as targeted users, choosing one or two that match what your campaign aims at would be necessary. Below are some factors to consider when choosing ad platforms:

  • Audience targeting options: Ensure you are using a platform that provides specific targeting according to your target group.
  • Ad format options: Select appropriate ad formats for a given campaign by respective platforms and messaging.
  • Budget: Consider which ad platform is more costly compared to others and make sure you include that in your budget.

Campaign Type:

When engaging in PPC services, the types of paid campaigns vary. Search, display, and video campaigns are the major types. Every category appeals to a specific market segment depending on its distinct characteristics. Here’s a brief overview of each type:

  • Search campaigns: During a keyword search in the Google search engines, these ads appear as part of the SERP listings.
  • Display campaigns: They include banners, pop-ups, and full-page ads, which appear on websites and mobile apps belonging to an ad network.
  • Video campaigns: These are the video commercials that appear on video platforms such as YouTube either skippable or not skipped at all.

Therefore, you need to choose the right campaign type, which will allow you to improve the effectiveness of your advertising in General.

Also, Check – 

Social Media Optimization Checklist

Conversion Rate Optimization Checklist

Ad Copy and Creative:

It is important to understand that your ad copy and creativity will eventually dictate why people should pay attention to you as well, as why they must click on you and buy from you.

Make sure that your ad’s headline is powerful and that it consists of appropriate keywords to improve its relevance. Ensure that you use attractive visuals and clear messages for the visual appeal of the ad. Also, test your ad copy and creative between A/B to see which one gets a higher conversion rate and at what cost. With this, you will be in a position to enhance and polish your adverts optimally.

Landing Pages:

Your ad will only direct a user to your landing page after they have clicked on it. The content of your landing page should relate to your advertisement and offer people some useful data or material that pertains to what they clicked on. The efficacy of your PPC campaign is highly influenced by the design and optimization of your landing page.

Ensure that you have a distinct CTA on your landing page corresponding with the aim of your ad. Also, make sure that your landing page is friendly on mobile devices because a larger percentage of users browse using cell phones now.

Ad Extensions:

Ad extensions are an advanced feature that adds extra information or choices to your ad. Your ads become more informative; they improve the visibility and CTR. Call extensions, sit links, and location extensions are common ad extensions. Below are some key ad extensions to consider for your PPC checklist:

  • Extensions, such as calls allow the user to dial your business through the SERP.
  • Site links – These give site visitors other landing pages or sections to choose from and hence increase the probability of conversions.
  • Location extensions – These allow your location and contact details to be provided in the advertisement, thus making it easy for searchers to locate your store.

Ad Scheduling:

Before launching your PPC campaign, craft a clear strategy that aligns with your PPC optimization checklist, setting the stage for success. You need to also think about what times your ads will appear. Scheduling allows you to plan your ads to be running at specific times of the day or week when your target audience is most active. This will save you money and it will boost the effectiveness of your ads.

Take time to look at what your competitors are doing, find out when they are running their ads then take advantage of such moments too. Furthermore, you can opt for ad scheduling where you alter the bid amount based on high or low traffic times. Ensure time zones too when scheduling your ad for wide coverage.


PPC Checklist - Geotargeting

Geotargeting helps you reach users in certain areas, for instance, countries, states, or even cities. For example, this can be a good thing for businesses operating in a specific geographical location.

Also, you must find out the specific tastes of age groups preferred by your potential customers. This way, geo-targeting is employed more efficiently so that the targeted audience is met at the most appropriate moment.

It is possible to make a bid adjustment for a particular location in AdWords, which means that you pay a greater or lower price depending on the location’s performance per click.

Bid Strategy:

One of the critical components of PPC marketing that one must understand is bid strategy which states how much will an advertiser be ready to spend every time they clicks on his or her ad. The strategies include manual bidding, automated bidding, and enhanced CPC among others. Let’s understand the differences between them:

  • Manual Bidding: It gives you a chance to set your bids for every keyword and/or ad group. You can do this, giving you complete control of your bidding. However, it is very demanding and needs continuous checking.
  • Automated Bidding: Using an auto bidding strategy, AdWords will execute the ad according to your chosen objective whether it is maximizing CPC, getting more ad impressions, obtaining more clicks, or acquiring more conversions. It is effective as a long-term strategy, though one must frequently monitor its effectiveness to determine if it is working towards your objectives.
  • Enhanced CPC: Enhanced CPC is a campaign type that considers your bidding, along with how likely it is that someone will convert for an ad impression, and helps yield higher conversion rates while maintaining low costs.

Negative Keywords:

In any PPC campaign, negative keywords play a major role in filtering out insignificant search terms that should not trigger your advertisements. It also saves costs and helps you gain better campaign results. Ensure you continuously go through your search term report and add negative keywords where necessary.

Using the appropriate negative keywords, you will ensure that you get value for your money and also target a specific niche market. Similarly, one may use negative keywords such as “cheap” or “affordable”, about luxury watches.

Tracking and Analytics:

Understanding the effectiveness of your PPC campaign requires tracking and analysis. You should use conversion tracking to monitor conversions such as submitting a form or purchase. Additionally, use PPC tools like Google Analytics to measure traffic and user activity on your website.

Constantly assessing the information provided through such tools will also assist you in reviewing the aspects of your campaign that require optimization. Additionally, it reveals your target customers thereby assisting in formulating a strategic approach on whom to target and how to communicate with them.

Quality Score:

The quality score stands for how well Google estimates that your keyword, advertisement, and landing page are relevant to people’s search queries. Your CPC and ad rank are dependent on it. The higher number of quality scores translates into more efficient ad positions at a low cost.

Ensure that you use relevant keywords, write interesting ad copy, and offer an improved landing page user experience to boost your quality ranking. Having consistent reviews and improvements on your quality score can greatly influence the effectiveness of your PPC campaign.

Ad Testing:

PPC Checklist - Ad Testing

Effective A/B testing will help you discover the best ad variations that work well on their own and consequently improve your entire campaign strategy. This simply entails developing several editions of advertisements that have different aspects such as headlines, descriptions, and images.

The only way to find out what appeals to your audience is to run tests on a variety of ad versions and see which copy and design elements generate wanted action. Running ad tests repeatedly is important for optimal PPC effectiveness and success. Additionally, you could take advantage of third-party tools that can be used to automate the testing procedure to get rid of unnecessary efforts.

Ad Budget Management:

Based on performance data, it is crucial to regularly review and adjust your ad budget. This ensures that you are not overspending on underperforming ads and channels.

Monitor the performance of your campaigns regularly and make data-driven decisions to allocate your budget effectively. Consider reallocating funds to high-performing campaigns or testing new channels to diversify your ad spend and reach a wider audience.

In addition, set a budget cap to avoid overspending and track your expenses closely. This will help you optimize your ad spending and maximize the return on investment (ROI) of your PPC campaigns.

Click-Through Rate (CTR):

To beat the competition, you have to boost your click-through rate. CTR is defined as the ratio between the ad clicks and the ad impressions it generates. To boost your CTR, follow the best practices mentioned below:

  • Engage with the user by having persuasive wording, interesting pictures, etc.
  • Ensure that you include appropriate keywords in your ad’s copy for better visibility and relevance
  • Split testing different CTA buttons to identify which one generates the most clicks.
  • Also, tracking your CTR will enable you to know about the poor-performing advertisements that need correction to increase clicks and engagement.

Ad Compliance:

You need to make sure that your ads follow the advertiser’s platform regulations. If the ads are not as per the rules, your ads might get disapproved, which could affect your campaign’s performance negatively.

Ensure that you are knowledgeable about the particular requirements of each portal and have your advertising material always in line with them. These cover making no misleading or false statements, choosing the right words and images, and respecting copyright rules.

Mobile Optimization:

You must design your ads for mobile users since most internet traffic originates from such users. This ranges from building reactive banner designs that adjust with diverse screen resolutions, to quicker load speeds.

Further, use mobile-specific ad elements like click the call button, etc., to optimize the user experience and enhance conversion on mobile devices. Through proper mobile ad optimization, you will be able to access more customers and boost the overall performance of your ads.


Remarketing allows you to follow up with users who have engaged with your ads or visited your website previously. This will help you to optimize ad performance as it increases conversion rates from warm leads.

Establishing remarketing on a site, it requires to inclusion of a tracking code that will aid in the creation of targeting groups on the adverts. The audience may also focus on particular activities like viewing a specific page or adding something to the shopping cart.

To ensure the smooth implementation of your remarketing efforts, it’s advisable to integrate a PPC checklist into your comprehensive strategy.

Ad Copy Language:

The language used in your ad copy can be very critical, depending on your audience’s demographics and tastes. It is critical to complete a rigorous study to know which language appeals most to your prospective clients and incorporate it into your advertising content.

Also include emotional triggers and ensure that there are obvious calls to action for visitors to click on such ads. Try out several ad copy variations to determine which appeals most to your customers.

Campaign Schedule:

It is important with PPC advertising that one has an organized schedule for the campaign to enhance ad performance on time. Say, for instance, if the intended customer base is more prone to buying over the weekend then the same amount of money should only be spent specifically on those days.

Consider holidays, events, and other variables likely to affect your target behavior pattern and reschedule as necessary. Careful ad scheduling will help ensure that you get maximum value for your money and that you hit your target market at a specific moment in time.

Monitoring and Optimization:

This is something you must constantly monitor, as it is something that should be continuous. Therefore, you should monitor how your ads are performing regularly, for instance, click-through rates, conversion rates, cost per click, and more.

Through scrutiny of these indicators, it will be easier for you to pinpoint where changes need to be made to get an effective ad campaign. For instance, they may need to change ad copy, bid strategies, or keywords.

You can also try out A/B testing, whereby you would compare several of your ad variations to identify their relative effectiveness. You should always keep an eye on and improve your campaigns to ensure they are fully optimized.


The reporting is an important part of a PPC ad campaign that enables one to assess the effectiveness regularly. Reporting tools in most PPC platforms enable tracking of different metrics and analyzing campaign results. Below are some key metrics to consider when reporting on your PPC campaigns:

  • Impressions: The number of impressions of your ad that were made by users.
  • Clicks: Your cost per click (CPC).
  • Click-through rate (CTR): Number of customers who visited you as a result of seeing this advertisement.
  • Conversion rate: It is crucial to determine how many click-throughs led to some desirable step like an order placement or a completed subscription form.

Legal and Compliance:

It is important to obey all the laws and rules when doing Pay-per-click campaigns. They should observe self-regulation in terms of promoting products sold on these platforms which include Google and Facebook. Moreover, they have some sector-specific regulations.

Your ad should also be transparent and should not contain any false or misleading statements. Violating these regulations attracts penalties that can also damage your brand’s image. It is also advisable to seek assistance from a professional or hire a legal team to ensure that you comply with the necessary regulations to prevent problems.

Ad Spend Transparency:

Ad transparency in PPC advertising takes an ever-increasing lead. You can define it as ensuring that you know where every dollar of your ad budget goes and how it’s distributed among various channels/campaigns.

Many tools give information about where your finances go and what adjustments you can make. This makes it easy to optimize the budget such that you are only exposing your ads to the intended individuals and getting the desirable outcomes.

Emergency Plan:

It is important to have an emergency plan as a basis so that one can continue to track and manage his/her PPC campaigns if they are interrupted by unexpected developments and changes. The plan should specify how the team will react if there are budget cuts, adjustments, or other unforeseen events.

Therefore, it is important to periodically revise and amend this plan in response to the changing environment of Internet marketing. It would be advisable to have all the possible contingencies in place to ensure that no issues whatsoever disrupt your campaigns. Having a good emergency plan will enable you to quickly react to any alterations without jeopardizing your targets.

Learn and Adapt:

PPC trends and strategies keep changing; hence the need for understanding this in line with industry developments. It’s necessary to improve campaign results. By analyzing data and figuring out trends, it is possible to determine what is suitable for a given type of audience.

Also, monitoring changes about targeting solutions, formats of ads as well and other PPC services could be very helpful for your business. In addition, observe how your competitors strategize and devise their tactics to learn more and get inspiration about improving yours.


It is important to keep accurate records of your PPC campaigns, as this will be useful for review and education purposes in the future. Campaign goals, targeting options, ad copies, budget allocation, and performance metrics should be detailed in this document. Below are some key documents that should be a part of your PPC checklist:

  • Campaign brief: An outline of what is being advertised in each campaign, to whom, as well as the appropriate message.
  • Ad copy library: All your ad copies and their performances are saved in a repository for future reference.
  • Keywords list: The list of all keywords used within a certain campaign and performance for each keyword.

Wrapping up!

Success in PPC involves making a plan, implementing it, and constantly striving towards new knowledge. The entire PPC checklist (Pay Per Click Optimization Checklists) when religiously adhered to, guarantees the successful setup of your campaign and optimal performance. Therefore, make sure you keep on visiting the checklist at regular intervals to reflect either new updates about your campaigns or within the PPC niche.

Start putting those steps into practice and boost your advertising performance. To newer marketers in PPC, start by exploring your way around, then make mistakes and learn from them. In due course, you’ll be a PPC expert in an instant and will recognize what makes it so strong in the web advertising world. You can also hire a PPC specialist or agency to run the campaigns for you and guide you on the best approaches.

Attention: EZ Rankings does not offer part-time job offers or channel subscription tasks via WhatsApp, Telegram, or any other chat platforms. Beware of fraudulent solicitations.