Google Ads Checklist
1. Set a Campaign Objective
Alling your campaign objective with your business objective if you are looking for
Sales, Leads or you want to build awareness around your brand.
Choose the campaign objective accordingly, to ensure better ROI
2. Pick Your Keywords
Use keywords research tools and generate a holistic list of keywords for your
campaigns and objectives
Organise the keywords in smiar groups such as
Brand Keywords
Competitor Keywords ( List of Competitors)
Core Keywords ( Keywords that talk about your products and services )
Generic Keywords ( Keywords which are in the awareness stage - How to ? Where to
? What to? ETC.
Prepare a list of negative keywords which you know are a complete no no for your
campaign's objective.
3. Set Your Keyword Match types
Set Match types for your Keywords
If you do not have a lot of information on your audience and the keywords they would
usually opt for Broad keywords and subsequently select specific search phrases and
create phrase match keywords and finally based on conversion data move to exact
match keywords.
If you are on a tight budget start with phrase match keywords with strong negative
keywords to ensure high relevance ln clicks and based on conversion data move to
exact keywords.
4. Organise Your Account
Structure your account basis your Business Structure
Create campaigns basis
a) Website design - If you have separate landing pages for different products,
product subtypes etc
b) Products- One campaign each for individual product.
c) Locations- Geo Based Campaigns.
5. Write Your Ads
Start working on ads, use free tools talked about in Free ad Copy Generator.
Google Ads Checklist
Use copywriting strategies talked about inCopywriting tips bonus
6. Set Your Landing Page
Set up your landing pages and content on the landing page on the basis of your
keywords and ads.
The key to a strong quality score is the use of Keywords and copies in the ads on the
website as well
Ensure that the colour, Text, Font, tone everything matches the ones on the ads.
7. Connect to A Google Analytics account
Next step is to connect your Google ads and Google analytics accounts.
This will help in smooth transition of data from one platform to another, that can
help users identify trends and patterns in how visitors engage with their
websites. Features enable data collection, analysis, monitoring, visualisation,
reporting and integration with other applications.
8. Set your Budget
Based on you marketing needs set up your Daily budget on the Google Ads platform
Ensure that you determine the Average CPC of all your keywords, and set budget at
least to generate 50-100 clicks in a day
So let assume the average CPC of all your keywords in Rs 15/- in this case your
ideal daily budget should be somewhere between 750/- to 1500/-
9. Add Negative Keywords
Always start with a set of string negative keywords for your campaigns.
If you are a premium luxury brand use keywords like Free, Cheap etc as negatives
10. Check Campaign Settings
● Check that Campaign Type is set to Search Network Only
● Disable search partners
● Set ad rotation to Rotate indefinitely
● Set language targeting to the appropriate language
● Set location targeting to the appropriate location
Google Ads Checklist
11. Add Extensions
Add extensions to give your prospect more information about your brand along with
taking up extra inventory on the search result page
12. Enable Conversion.
If your Goal is to generate leads or sales on your business, set up conversion
tracking on your google ads account
Under settings select conversions and collect 2 codes from your ads account
As per the instructions provided place the same on your website .
This will help you generate data beyond clicks and help you calculate which
Keywords, Ads, Location, Devices and age group are actually generating revenue for
your business.
