PPC Plan Example: Planning for First Five Weeks

Here I’m outlining one of my all-time favorite pay-per-click action plan – a very generalized as well as rational one..

Example of Pay Per Click Strategy Document

Pay per click campaign planning: Week #1..

Goal –

  • Drive more traffic from niche audience besides other marketing campaign for maximizing ROI

Challenges –

  • Tight timeline
  • Limited budget
  • Shared resource
  • Inadequate timely assistance from the client

Recommended platforms –

  • Google AdWords
    1. Mobile (if the site supports) and Desktop
    2. Search network and then display network (consider later based on performance)
  • Bing Ads (keep it as backup plan and activate based on initial campaign success)

Keywords –

  • Review historical data (if available)
  • Review competitors’ site (initially not more than 2 or 3)
  • Ask client directly (in case if they have any preference or predefined list of keywords)
  • Categorize the final list based on certain themes

Pay per click campaign planning: Week #2..

Landing pages –

  • Review historical data for most successful format (if available)
  • Review competitors’ site – consider only those points that fits to my plan
  • Make them as much relevant to selected keywords as possible

Ads –

  • Start with text ads
  • Prepare as much relevant to selected keywords as possible
  • Create 1 or 2 sets of text ads initially

Targeting –

  • Set as per the requirements

Demographics –

  • Set as per the requirements

Other settings –

  • Set accordingly (must not restrict too much and must not overlooked anything obvious) – stay with balanced measurements; calculative risks are welcome
  • Sometimes, trusting your gut feelings and starting without any valid data reference may not come as bad as we often think about it

Bid and budget –

  • Set as per the predefined budget provided by client

Review –

  • Review thoroughly the entire campaign setup before making it live

Approval –

  • Sent to client for final approval; also if anything need to be changed (like budget recommendation or forecast on possible negative repercussion from current site/page structures) – pointed out clearly. Also let them aware about the defined success metrics for the campaign

Ready, steady, go –

  • Based on feedback, making the campaign(s) live after making necessary adjustments (if at all required)

Pay per click campaign planning: Week #3..

Monitoring –

  • Measuring the overall campaign performance
  • Tracking the various data reference associated with the campaigns

Pay per click campaign planning: Week #4..

Maintenance –

  • Analyzed the data and made certain changes to the campaign
  • Start testing with keywords, ads, and landing pages based on performance data
  • Bid, budget readjusted based on performance data
  • Conversion data analysis
  • Continue with tweaking campaign settings etc.

Pay per click campaign planning: Week #5..

Reporting –

  • Prepared some custom reports and shared with client so that they are able to digest the information easily; also highlighting where we are and emphasizing on what we are doing. Also brief ideas about what we are going to do – help them to get the picture clear.

Optimization –

  • Continue with testing unless reach at the optimum level
  • Provide suggestions to client for betterment of the PPC campaign goal

5 pay-per-click tips to improve campaign ROI..

  • Test, test, and test
  • Important combination – keywords + ads + landing pages
  • Don’t set unrealistic goals
  • Don’t hide anything from client and show them the value of their money
  • Transform data into information and apply accordingly into the campaign for enhancing the performance

I suppose, all the points from the above stated pay-per-click workflow are pretty obvious for designing any effective plan template however the timing for execution any one task may varies depending upon actual requirements. Eventually, the campaign manager (who also could be the designer of the PPC plan) should decide which steps are needed to be done when and how in order to get optimum results. Follow these guidelines to develop your own strategic PPC plan to meet your own goal. This sample PPC plan worked well for me and tested several times by myself of course after tweaking here-n-there based on situational demand. That’s the reason I’m sharing here for providing general supplemental information to others. However, that doesn’t mean this PPC plan will also work for you. So define your own need first and design your PPC strategy accordingly to get maximum benefit!


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