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Pay Per Click Advertising Checklist

Last updated 6 years ago

Does your company have a pay per click advertising campaign through Google AdWords?  If so, have you or your marketing representative ever felt pressed for time to review your pay per click advertising campaign?  Well look no further.  Here is a quick checklist to diagnose your pay per click advertising campaign so you can get back to other tasks on your to-do list.

  1. Review Traffic By Device – It is important to analyze your site traffic by device (think computers, tablets, and smartphones).   When you determine which device provides the lowest cost per click (CPC), then it’s worth investing the majority of your resources into that particular device.  For example, let’s say your site traffic by mobile devices is quite low compared to your site traffic by computers.  In this case, if your site isn’t optimized for mobile phones, then it’s best to either create a mobile website or exclude mobile from your pay per click advertising campaign entirely.
  2. Review Day-Of-Week And Hour-Of-Day Metrics – Another area to examine is your time metrics, including day-of-week and hour-of-day.  Once you define the day of week and hour of the day your campaign is performing well, then you can adjust your date-segmentation settings within your campaign to achieve greater success. 
  3. Review Geographical Stats – Sometimes you can easily overlook parts of your campaign such as the geographical data.  By looking at this information, you can fine-tune your target location and omit any cities, states, and countries which do not resemble your defined target location.
  4. Review the Destination URL – Your destination URL (also known as your landing page URL) is an essential piece of your campaign.  With a poorly performing destination URL, potential customers aren’t converting to actual customers.  This is especially critical when you utilize multiple ad groups and text ads for the same destination URL. 
  5. Review Pay Per Click Auditing Tools – Never underestimate the power of outsides resources to assist in the evaluation of your campaign, especially when the pay per click auditing tools are free.  You never know what extra adjustments you could be making without additional support, right?  More perspective never hurts.

Nonetheless, while it helps to have a quick checklist to analyze your pay per click advertising campaign periodically, you shouldn’t solely rely on your checklist.  A great campaign takes considerable time and effort to be successful and result in customers for your business.  You are a professional in your industry, right?  Keep in mind there are professionals in the pay per click industry who can complete the puzzle for your campaign. 

Does your company use a quick checklist to monitor your pay per click advertising campaign from time to time?  Would you add any checks to the list above?  Share your thoughts in a comment!

About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore.  His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies.  He manages over $1.4 million in yearly marketing budgets and has worked with local businesses, agencies and the US government.  Give him a call at (877)655-3438 to schedule a free consultation.



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