Your Pay-Per-Click Checklist

As you’re probably aware, a pay-per-click campaign requires constant monitoring. However, the average pay-per-click campaign has so many factors that trying to monitor them all can seem overwhelming. The fact that not all factors need to be monitored every day only adds to the complexity.

What you really need is a checklist to help you remember what needs to be done and when. In this article, we’ve compiled the essential tasks and grouped them by how often they need to be performed.


First up are the daily items. These must be monitored constantly in order to get the highest return on investment (ROI).

pay-per-click checklistLook over your keywords and note any underperformers.

pay-per-click checklistAdjust your bids. Make sure higher performing keywords have a higher bid and lower your bid on underperformers.

pay-per-click checklistCheck your budget. Make sure your spending for the previous day was on track. While you’re at it, make sure your monthly budget is on track as well.

pay-per-click checklistReview your ads and see which ones have the best click-through rates.


Up next are the weekly items. While they don’t have to be checked daily, you still want to stay on top of them.

pay-per-click checklistPause underperformers. Any keywords that aren’t getting you clickthroughs are hurting you. This is the time to prune them from your campaign.

pay-per-click checklistLook for “negative keywords,” keywords irrelevant to your campaign. Eliminating these will boost the effectiveness of your campaign.

pay-per-click checklistCheck your impressions. Impressions are how many times people view your ads. While checking your impressions, you should also take the time to check on your impression share—that is, the number of times a prospect got to see your ad versus how many times they were eligible to see your ad. This lets you know if you are losing impressions because you haven’t bid enough for them.

pay-per-click checklistWrite new ads. By this point, you should have enough data to know how people reacted to your previous ads and keywords. Now is the time to create some more ads using the information you collected and unleash it on the public.


Monthly items are reserved for compiling information and making strategic decisions about your pay-per-click campaign.

pay-per-click checklistEvaluate lead quality. Once you have a month’s worth of data, you can see which of your keywords are the highest performers. From there, you can figure out which keywords to invest in.

pay-per-click checklistEvaluate keywords. A monthly evaluation can give you a big-picture overview that weekly evaluations can’t. It can help you figure out trends and show you a high performer or underperformer you might have missed.

pay-per-click checklistEvaluate ads. While you should be watching the performance of your ads weekly, you still want to see how your ads have performed throughout the month. Similar to evaluating keywords monthly, this can let you see trends and reveal a high performing or underperforming ad that went unnoticed in the weekly evaluations.

pay-per-click checklistImprove landing pages. This might be the most important monthly action you can take. Evaluate all aspects of your landing pages, including copy, layout, headline, color scheme and images. You might want to run some A/B tests to gauge the effectiveness of your changes.

Pay-per-click campaigns depend on constant monitoring and improvement in order to provide a high ROI. By following this checklist, you can push your pay-per-click campaign’s ROI through the stratosphere.











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