PPC Management Checklist

Hello!

Looking to spruce up your PPC management? As you’re probably aware, this isn’t the easiest task. But don’t worry—there are several practical steps you can start today to get your campaigns on the right track.

Review the checklist below, cross off the items you’ve already completed, and build an action plan for the rest.

We’ve got our bid rules under control

If you haven’t reviewed your bidding rules since they were first implemented, it’s time for a thorough PPC management check. Most advertisers invest significant effort setting up bid rules and defining how they influence campaigns.

However, without ongoing monitoring, those same rules can begin to hurt performance and undo earlier gains. Unless you’ve already mastered this item, go through your bidding rules and evaluate their current impact on your campaigns.

Identify what’s working, spot opportunities for improvement, and ensure your bid rules aren’t producing unintended results.

• Clicks and conversions are equal. Unless you’re selling an exceptional product for almost nothing, it’s unlikely every click converts. This error often occurs when the conversion tracking code is placed on the landing page instead of the order confirmation page.
• Your number of conversions is shockingly low. If you’ve invested heavily in PPC yet see minimal results, you may not be tracking phone conversions.
• You’re reporting low sales despite high conversion rates. In this case, verify that you’re tracking actual conversions rather than product or homepage visits.

We are tracking conversions correctly

Not tracking conversions properly undermines PPC management. Without accurate data, you can’t measure whether your tactics are delivering positive results. If you haven’t added conversion tracking yet, do so now.

Even if you are tracking conversions, confirm the setup is correct. The following issues often indicate problems with installation:

Our ad groups are relevant

If your ad groups contain 20+ keywords each, it’s time to streamline. Keep only the most relevant keywords. While adding many keywords may seem to increase visibility, it often reduces conversion potential because ads appear for loosely related searches.

Generic messaging and landing pages also result. Trim your ad groups to keywords that share a tight, specific theme. This improves relevance and click-through rates. Revisit ad groups periodically to ensure keywords remain appropriate.

Consider the example below: one ad triggered by all listed keywords is rarely relevant to most of them. Removing unnecessary keywords can significantly improve performance.

We have more than one active ad per ad group

To identify the best-performing ads, test variations. Limit tests to three ads at a time with only minor differences between them, so you can clearly attribute performance changes. Once a winner emerges, create a new variation and continue testing for ongoing improvement.

We are utilizing ad extensions effectively

Ad extensions enhance appeal and can improve ad rank. Ensure your extensions and snippets align with your business and function correctly.

For example, run call extensions only during business hours and avoid showing a physical store location if you operate solely online. Review Google’s Automated Extensions report and disable any that do not add value.

We are using and monitoring negative keywords

Negative keywords prevent wasted spend on irrelevant searches. For instance, a Mexican restaurant that doesn’t offer catering should add “catering” as a negative keyword.

Regularly review your search query report for new negative keyword opportunities. Set appropriate match types—exact match alone often provides insufficient protection.

We are using device-level targeting and bidding

Adjust bids and targeting based on device performance. Monitor where conversions originate and adjust smartphone or tablet bids accordingly. Because user behavior evolves, continue reviewing device data regularly.

We are using retargeting

Retargeting helps recover potential conversions. Create ad groups for visitors who viewed at least two product pages without converting, or those who reached the cart without completing a purchase.

This focuses spend on users already interested in your offering.

We are monitoring search partners data

Search partners can expand reach, but performance should be tracked. High cost-per-conversion or low CTR may indicate it’s better to allocate budget to the main search network instead.

We are testing ad copy objectively

Even strong ad copy must be tested. If a variant underperforms, replace it based on data rather than personal preference.

We’ve tested ad positions

The top position isn’t always optimal. Test different positions by adjusting CPC bids to determine where you receive the highest-quality clicks.

We’ve analyzed our competition

Review competitors’ keywords, ad copy, and landing pages. Evaluate which ads and pages appear most compelling from a customer’s perspective.

We are directing visitors to appropriate landing pages

Ensure PPC ads lead to dedicated landing pages with clear calls-to-action rather than generic homepages. Strong alignment between ad and landing page improves conversion rates.

Also read:

• What is the Role of Public Relations in Your Marketing Strategy?
• 5 Social Media Scams & How To Avoid Them
• Anyone Can Now Advertise Anything with HeyGen’s New Product Placement Tool

Conclusion

Once you’ve addressed the remaining items on this PPC management checklist, you’ll begin to see meaningful improvements in campaign performance.

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