The Complete Pay-Per-Click Checklist

1. Create Different Campaigns for Your Products and Services

PPC campaigns need to be separated into multiple campaigns for your products and services. This is to prevent higher demand and volume keywords from eating away at your budget. Campaign management becomes less of a challenge as well. Having all of your products and services in a single campaign will cause issues whenever you use smart bidding.

Having only one campaign also prevents high campaign relevance to ads, ad groups, and landing pages. It also doesn’t allow for budget and targeting management or quality score optimization. Each of your services should have its own campaign dedicated to it. In short, every top-level service should have a separate campaign.

2. Separate Your Campaigns into Single Keyword Ad Groups

After you break your products and services into separate PPC campaigns, the next step is to focus your attention on certain ad groups. As you divide your ad groups further, you increase the chances for higher relevancy for your keywords and ads. As a result, your ad groups will have a better overall quality score.

Once you have your ad groups, you’ll include the relevant keywords. This will improve your ad copy’s relevancy and provide higher scoring. In the end, your campaign will produce cheaper ad traffic.

Single Keyword Ad Groups (or SKAGS) mean that instead of developing ad groups by themselves, each and every keyword for your campaign receives a dedicated ad group. This campaign strategy works off of the fact that ads and keywords are highly relevant to each other. This leads to high-quality scores and inexpensive clicks. However, in some cases, this process can be very time-consuming with no real gain. That’s why it’s important to gauge the cost-effectiveness of SKAGS.

3. Only Use Google Search Network for Your Ad Campaigns 

Tips when setting up your campaign:

  • Uncheck Search Network
  • Uncheck Display Network (Ads you might see on websites that are display ads.)
  • Make sure you set your location to the United States or whatever country your products or services apply to

When setting up a campaign, you only want to target the Google Search Network. The partner networks affiliated with Google Search are not as profitable as Google. You want to ensure that your ads appear on high-quality sites to get accurate traffic and conversion rates.

In the event that your PPC campaign is maximized and needs more volume to increase your conversion rate, then try partner networks. While they may come at a higher cost, you’ll still find additional sales and leads. As long as the cost per conversion is still set at an acceptable amount, then enabling search partners may be worth it.

4. Do Not Use AdWords Express or Smart Campaigns 

One thing to remember when setting up your Google Ads campaign is not to use AdWords Express. Similarly, you should not run a Smart Campaign either because neither will produce the results that you need.

What is AdWords Express?

AdWords Express is a product that underperforms compared to Google Ads. Its basic and underwhelming interface makes it difficult to improve your PPC traffic.

Google Ads is a much more reliable and complete package that provides the results that you need for your business. With AdWords Express, there are no menu options for keyword alterations, significant settings, ad extensions, and much more. Meanwhile, Google Ads provides all of these options and more for all of its users. Anyone with an AdWords Express campaign can convert it to their Google Ads campaign to preserve all of their information as well with the help of Google Ads Support.

What is a Smart Campaign?

Much like AdWords Express, Smart campaigns are a very minimal version of Google Ads. It lacks the many features that Google Ads provides and offers no real way to enhance your ad campaign. These campaigns are developed within the Google Ads’ main product but exclude essential features that you can only get from the full product. To replace your Smart campaign on Google Ads, all you have to do is just create a search campaign as a substitute.

5. Opt-out of Search and Display Networks

You want to make sure that you opt out of the Display Network to avoid poor-quality traffic. The Display Network shows you millions of blogs and websites that have available advertising spaces. Although it expands your reach, your ads will reach a great number of users who aren’t looking for your services or products, and there’s only a minimal chance for them to convert.

Instead, you need to ensure that your ads are appearing to relevant customers to target those actively seeking your product. Doing so will help your business avoid low-quality traffic and focus your Google Ads campaign on Google Search Network results only. You will also avoid passive browsers and receive more accurate conversions. You can select this option under your campaign ‘Settings’ > ‘Networks’.

6. Use Multiple Ad Variations 

When starting your Google Ads campaign, it is important to have at least two variations of ads in each ad group. By focusing on two to three, you will be able to test click-through rates and conversions to have a clear understanding of which ad performs better.

When you remove the underperforming ad, it is recommended that you create a new ad to put against the winning ad. This will allow you to continue to experiment, improve your ads, and ensure that you’re spending money on the highest-performing ad variations. Eventually, you may have a campaign that generates over 50-plus clicks per day per ad group. When this happens, you can start testing these ads three at a time. Once you determine which ads have the lowest click rate (CR), pause them, and replace them to test new content.

7. Use Your Headlines to Test Your Ads

Your ad copy needs to be tested to ensure that it is optimal for Google and your audience. To test the performance of your ad group, you’ll have to focus on two different ad variations: headlines and descriptions.

Headline Testing

The most significant and clickable aspect of your text ads will be the headlines. To test them accurately, you need to focus on the selling points of the ad. That’s why it’s important to ask yourself questions such as:

  • How competitive are my prices?
  • Do we provide better add-ons and services than our competition?
  • Do we have any awards to our name?
  • How highly-rated are we in our field?
  • Do we offer anything special, such as a delivery service?

The answer to these questions will help you determine what your major selling points are. Once you know what they are, you can use them in your headlines to test their optimization.

Another element to keep in mind is to include your target keyword in the headlines as well. This assists the user and Google with ad to keyword relevancy. Your first headline should include a keyword-rich description to help the user find what they’re looking for. Your second and third headlines will then contain your selling points and benefits of your service or product.

8. Use Your Descriptions to Test Your Ads

Description Testing

With the help of descriptions, users will be able to get a better understanding of your selling points. These descriptions can specify things like how many or which awards your business has earned. They can also include your business rating or why its services are better than others.

Your descriptions should interest and convince your users to click your ad and learn more. To help your audience find these ads, it’s essential to include keyword relevance in the description as well.

With a combination of exceptional writing and keyword relevancy, your description will come off as authentic and legitimate. Otherwise, your ad will seem spammy, hard to read, or keyword-stuffed. Make sure to try out different combinations of headlines and descriptions to find the right pairing for your ads.


9. Test Out Expanded Text Ads Vs. Responsive Search Ads 

Expanded Text Ads:

  • Allows you to show 1-3 headlines at any time.
  • Allows you to show 1-2 descriptions, depending on where the ad shows.
  • The most important information should be placed on the first two lines to ensure that it fits properly in the ad space.

Responsive Search Ads:

  • Automatically pulls in a list of headlines and descriptions from your existing ads.
  • Instead of having only three headlines, it allows you to add multiple headlines (as many as you need).
  • Google also tests for the best combination of headlines and considers factors like time of day and the device of choice.
  • It is beneficial to test out both formats to see which ad variation performs best for your campaigns.

10-12. How to Determine When to Halt Your Ad Campaigns and Why

At this point, you should have developed A/B testing for your text ads. When you test two of your ads against each other, one of them is bound to do better than the other. There are two ways to measure how well your ads are doing: Through their conversion rate and Click Through Rate (CTR).

If one ad is performing less than the other, then it’s important to halt the lesser ad and replace the necessary copy. This will allow you to test out a new copy and determine what would be better for your ad. So the question remains: Should you pause your ads because of its conversion rate or CTR? The answer is not a simple one, as it depends on the campaign itself.

For instance, if the conversion rate is the same but the CTR is lower in one than the other, then you should halt the lesser CTR ad. However, if the conversion rate is higher on the lesser CTR ad than the first ad, then you need to make a decision. At this point, it’s essential that you determine whether traffic is more important or if overall conversions matter more. Either way, you should strive to improve your text ads to provide positive CTR and conversion rates.

13. Determine the Need for Dynamic Search Ads 

Your website will create ads called Dynamic Search Ads. Dynamic Search Ads are based on website content and target users looking for your specific product or service. Your website content helps target your ads and fill in gaps in your keyword-focused campaigns.

With auto-generated content from your site, Dynamic Search Ads remain relevant and are a huge time saver. After the ad is made, all you have to do is add a relevant and creative description for it. If you choose not to use Dynamic Search Ads, then you risk missing relevant searches, losing track of what’s available on advertisers’ websites, and or experiencing delays when you need ads written for new products.

Should I Use Dynamic Search Ads?

Dynamic Search Ads are perfect for when you have a large list of products or services. It helps create ads and campaigns for all of your items across your website. In the end, Dynamic Search Ads save you time and prevent the need to make an individual ad for every product or service.

However, there is a situation where using Dynamic Search Ads is not recommended. For example, if you don’t have many products or services, there’s no need for Dynamic Search Ads. However, if you have a lengthy list of products and services, Dynamic Search Ads make it easier to maintain control over the amount of content. More control over the content leads to more efficient optimization for your ads.

14. Develop 3 Different Callout Extensions

Callouts can be added at the account, campaign, or ad group level and you are then able to schedule when they appear. Callout extensions highlight your business offerings and promote popular aspects of your business. There is no additional cost for callout extensions, but you will still be charged as usual for clicks on your ads

You want to be specific and keep the text short because the callout text is limited to 25 characters. You can create callout extensions by signing into Google Ads and selecting ‘Ads & extensions’ » ‘Extensions’ > ‘+’ » ‘Callout extension’ » ‘Add’ > ‘Select campaign level’ » ‘Callout text’ > ‘Save’.

15. Try Different Callouts and How They Affect Conversion Rates and CTR

Click-through rate (CTR) is an essential metric you should monitor when applying paid customer acquisition. A high CTR indicates to Google that you are relevant to users searching for particular keywords or phrases. Trying different callouts and displaying relevant ads in order to improve conversion rates will benefit your campaign in the long run.

A few callouts you can add to the ads or campaigns include “free shipping,” “lifetime warranty,” “price match,” “24/7 service,” etc. Choose whichever callouts make the best sense with your campaign. These will appear beneath your ad description to provide more information about your business, service, or product.

16. Determine If Site Links Are Necessary 

Sitelinks are intended to link your prospective customers, like the ones seeing your ads, to another page that provides more information. When the link is clicked, the user will go directly to what it is they want to know or buy. They offer a lot of benefits, but you want to make sure that they are set up correctly.

Sitelink Benefits:

  • Allows you to set up conversion tracking when linked to landing pages
  • Provides detailed data about your clicks (find out when and how many clicks occurred on your ad when sitelinks were present)
  • Easily update and change the link text to URLs whenever you want without having to make new ads
  • Free to add

Sitelink Drawbacks:

  • It can distract the user and draw them to a different page
  • You need at least two sitelinks to appear in the ad
  • They are disapproved on single-page websites

17. Make 4 Sitelinks, Each With Its Own Description 

When adding sitelinks, you should always add a description to each. Sitelinks are most effective when there are at least four or more on the campaign, but you need at least two sitelink extensions to appear in the ad. Google can only show four sitelinks at a given time, so you’d want to make sure that they are relevant.

18. Inspect Your Sitelinks’ Performance

After you have created and applied sitelinks to your campaigns, you need to analyze their impact on conversions and CTR. You will find this information under ‘Ads & Extensions’ and then Extension Type. If you have sitelinks with consistently lower CTR, you should consider removing and replacing them with a different sitelink.

19. Develop a Structured Snippet Extension That Is Revelant 

To give your customers a better idea of what products and services your business provides, you should set up a Structured Snippet Extension. This ad extension gives you the ability to list your products and services so that customers can identify your products and services’ benefits easily. The extra information provided in your ad also increases its click-through rate and relevance.

This customizable extension gives you even further control over your ad campaign and ad groups. First, you decide where you want to add the snippets and determine what information you want your potential customers to find.

One of the best ways to use these structured snippets is to give your customer enough information to go off. You’ll want to provide four values per header at the minimum. It’s important to also optimize your ads for mobile users. The shorter the snippets, the more appealing it is for those on their phones.

To increase your options, we recommend having multiple structured snippets. More than one snippet improves the chances that your ad will show with a relevant extension. It also means that you have more options for your ad. Depending on your niche, your business may fall into the following categories:

  • Amenities
  • Brands
  • Courses
  • Degree programs
  • Destinations
  • Featured hotels
  • Insurance cover
  • Models
  • Areas
  • Service Catalog
  • Shows
  • Styles
  • Types

If your business doesn’t fall under any of the above categories, then you should use “Types” instead.

20. For a Location-Based Business, Connect Google Ads and Google Business Profile for a Location Extension

Location extensions will make it easier for potential customers to contact you and visit your business or page. If your business provides local services, you will want to create a location extension for your ads. Any campaign that you have a location extension associated with is going to show those ads on the map.


  • Go to the dashboard of Google AdWords.
  • Select a campaign or ad group.
  • Go to Ads & Extensions.
  • Create/Select a Google Business Profile Account.
  • Link your GBP to your campaign.

21. If You Get Inbound Leads Through Phone Calls, Set Up a Call Extension 

If your business gets inbound leads from phone calls, then you’ll need to add a call extension to your ad campaign. A call extension will allow your users to call you directly from the ad, and mobile users can tap the number to call. It also lets you track the phone calls as conversions if you choose to use a tracking number. You will also be able to establish operating hours to ensure that your ad only shows the phone number during business hours.

22. If You Get Leads Through Text Messages, Create a Message Extension 

For a business that can receive inbound leads via SMS text messages, we highly recommend a message extension. With this extension, you can create leads from users who need a quote fast without going to the website, filling out a form, or calling you.

With a message extension, your customers can request a quote or more information with a single text message. It should be said that message extensions are designed only to work for users with mobile devices that can send and receive text messages. This means that your business phone must have these capabilities.

23. Avoid Broad Match Keywords

You want to avoid using broad-match keywords for your campaigns. Use exact match, phrase match, and broad-match modifiers in order to target an audience in search of your product or service. Broad-match keywords will drive a wide range of traffic that may not be related to your business.

You want to avoid using broad-match keywords because your ads could activate for the wrong audience. Broad-Match Modifier will match words that Google thinks will share the same meaning as the keyword. Google suggests users consider starting with broad-match keywords in order to find negative-match keywords. You can then exclude searches that aren’t related to your business.

24. Should You Bid On Your Brand?

If a customer is trying to search for your business and a competitor’s ad appears instead, chances are they bid on your brand name. Bidding on your own brand will protect you from your competitors. You should bid on your brand name in order to appear at the top of the listing on the Google Search results page.

It’s a good thing for you when your customers find your brand appears on both the organic and paid listings. By bidding on your own brand, you can advertise special promotions with a stronger call to action on your paid listing.

25. Should You Bid On Your Competitor’s Brand?

For extra converting traffic, you can bid on your competitors. Competitor bidding is a great way to compete against larger businesses if you are a small business. The larger competition can have much more search volume, which can be converted to your business to improve your traffic.

It is important to remember that if you decide to bid on your competitor’s brands, you do not include their name in any text ads. This can result in a breach of trademark law.

The biggest deciding factor is how you feel about bidding on your competition. You also have to determine how you would feel if your competition bid on your brand’s name. If you’re comfortable with either scenario, then we suggest developing a trial campaign to see if bidding on your competitors’ brands leads to success.

26. All Keywords Should Be From Modified Broad Match, Phrase Match, or Exact Match

Google suggests users only consider broad-match keywords in order to find negative match keywords to exclude on searches that aren’t related to your business. Broad match modifiers give you more control than broad match, and phrase match gives you more flexibility than exact match.

If your intent is to reach a wider audience, then broad-match keywords are useful. However, if you know what audience you want your ad to trigger, exact match will be more beneficial. Creating campaigns that include a mix of all three will ensure that your traffic is relevant.

  • “Phrase”: Combination of keywords
  • [Exact]: Must be the exact keyword phrase
  • Broad: Any relevant term
  • +Broad+Match+Modifiers: Includes words you’ve marked with a plus sign

27. Make Sure All of Your Keywords Are Appropriate for Your Ads

When it comes to your ad groups, it’s essential that they include keywords that are highly relevant to the ad. In other words, your keywords should be clearly in the headline, description, and possibly the display URL as well. Google focuses on finding the most relevant results for a search. With more relevant ads, your business is bound to appear on the first page of your desired searches.

Your CTR also improves when people searching your keyword see your ad is relevant to what they searched for. You should also make an effort to distinguish your ad from others by making it unique. Your competitors will also use your keyword in their headlines and descriptions, so you’ll have to utilize your selling points to stay ahead of the game. In some cases, many businesses will use SKAGS to make sure that their ad groups are focused on boosting relevancy.

28. Conduct Negative Keywords Search

To stop irrelevant searches from activating your ad and to improve traffic quality, you should add negative keywords. If you want to prevent irrelevant search terms from triggering your ad, you’ll have to go to your campaign and erase irrelevant searches. During this time, we recommend that you also try to predict possible irrelevant terms for the future. This will prevent you from having to pay for irrelevant clicks before any unwanted terms appear in your search term report.

How You Should Perform Negative Keyword Research

There are many tools that can help you identify negative keywords and search terms. One of these tools is called “Answer the Public.” This tool lets you search your target keyword and find all the searches that overlap with it. Once you have every possible search that crosses over your keyword, you can mark them as negative keywords. After you do that, your ad will stop appearing in those searches.

29. Identify Negative Keywords by Checking the Search Term Report 

Once your ad campaign has been live for long enough, you’ll begin to look over your search term report. Your search term report will allow you to view what terms users typed in and which of the keywords they matched with. Once you see this data, you can decide if the searches are relevant to your ad or not.

How to Handle Irrelevant Traffic

If you see a negative keyword on the search term report, then you can simply mark it as such. “Negative” keywords are words that might be relevant to your ad’s main focus, but you don’t want them to be associated with your business or ad. For example, if your ad campaign is about new cars for sale, a negative keyword could be “new Fords” or whatever brand you don’t have in stock.

From there, you can add that search term to your campaign or ad group as an exact match negative keyword. In some cases, you may find that negative terms keep appearing in your search term report. While you can add these terms to your list of negative keywords one by one, there is another way to prevent further results. If there is a common word in each negative keyword that does not relate to your ad, like “jobs,” then include the word as a negative keyword to prevent future searches associated with it.

30. Review and Record Historical Quality Scores

Google gives a 1-10 Quality Score for each keyword that is based on past performance data. The score will be based on how the keyword has performed in past campaigns. It is important to track the progress of Quality Scores in order to optimize your campaigns. According to Google, there are three factors that determine your Quality Score:

  • Expected click-through rate (CTR)
  • Ad relevance
  • Landing page experience

31. Freeze Lower Performing Keywords 

Once you have conducted your research, there will be keywords that do not hold up to your needs and need to be frozen. You want to make sure you have allowed the keyword a chance to perform before pausing it. Checking your search terms report will give you some insight into what consumers are searching for on Google. If keywords do not lead to conversions once you’ve ensured that the quality of your ads and landing pages are relevant to your product or service, it’s okay to pause them.

32. Pause Keywords with Low Conversions and High CPA  

Cost Per Action (CPA) is a metric that measures the amount your business pays in order to attain a conversion.

CPA is able to measure the number of ad clicks done before the customer converts. By boosting your conversion rate, CPA will go down, which can benefit your budget over time. We highly recommend that you allow keywords at least a month to perform. If the CPA is still too high after 30 days, then you should pause the keyword.

33. Improve Your Search Campaigns by Adding In-Market Audiences

In-market audiences give you topics, demographics, and affinities. They are groups of people that Google has identified as trying to buy something. These will be the more expensive audiences, but they will be the easiest ones to test since they are already considering your product or service.

You want to focus on three to five in-market audiences per campaign to observe how they perform and adjust accordingly. This data will be very useful across all aspects of your campaign.

34. Adjust Bids to Align for In-Market Audiences 

It is recommended that you adjust your bids to align with your in-market audience. By targeting an audience that already has an interest in your product or service, you improve your campaign results. These likely buyers will lead to better conversion rates and higher performance. Optimizing and adjusting your bids based on the data of in-market audiences will allow you to reach consumers who are on the brink of purchasing.

35. Determine Your Audience and Remarket Accordingly 

Google states that display ads are seen across Google Displays Network’s two million websites and apps. Google Ads provides users with several ways to create display ads, such as responsive display ads and uploaded display ads. There are many other ad formats available depending on your campaign. Once you decide who you’re remarketing to, you can then create banners that fit and target your campaign type.

36. Evaluate Remarketing Lists for Search Ads 

Remarketing List for Search Ads (RSLA) allows you to adjust bids for ads to target your past site visitors, as they do follow-up searches on Google. A strong signal of intent comes from someone who has previously visited your site. You can optimize bids in order to target those who have interacted with your brand, which has a higher possibility to convert into a sale. Strategically positioning your ads to those who have visited your page but not converted can remind the consumer of your brand and drive sales activity.

37. Create Google Analytics Account 

Google Analytics is a plug-in that allows you to track and analyze your website traffic. This tool is essential for growing your website and contains valuable data for your ad campaign. Once you install the plug-in, you will receive a unique code that will be embedded into your website to help with tracking. Google Analytics will allow you to see things like:

  • Age
  • Gender
  • City/Country
  • Total Visitors
  • Most viewed page
  • Time spent on your site
  • Which page visitors are bouncing off to
  • Which platform your visitors are coming from

38. Verify that Keywords are Relevant to Your Landing Page 

Landing pages are specifically designed and optimized to create conversions through keywords and calls to action. You want to ensure that your targeted keywords are relevant to your landing page so that Google gives you a high experience score. Once you have created a page targeted to specific keywords, Google Ads will measure how well your site gives users what they are looking for. Google suggests that you:

  • Offer relevant, useful, and original content
  • Promote transparency
  • Make mobile and computer navigation user-friendly
  • Create a landing page with quick loading times

39. Add Keywords from Keyword Planner

Regularly add keywords to your business into a dedicated planner, folder, or document. Like how you should regularly add negative keywords to your campaigns, adding relevant keywords to your lists will continue to refresh and update your PPC campaign. Whether you create a new campaign or update an old one, having a list of relevant, fresh, and current keywords at hand will make sure your campaign will never gets stale.

40. Perform CRO Audit on Your Website

Conversion Rate Optimization (CRO) is known as a website review that can highlight areas that need improvement. The audit will lead to the most effective improvements to your landing page or website that are based on customer behaviors like the length of the visit, bounce rates, and purchase history that affect conversion rates.

41. Use Phone Tracking as Needed 

If your business generates leads through phone calls, it is essential you track calls with Google Ads campaigns. Using phone call conversion tracking will show you how effective your ads are at conversion. Google states that you can use dynamically-generated Google forwarding numbers that replace your business number on your site, without any cost to you. As a result, you can see which specific keywords, ads, ad groups, and campaigns are leading to call conversions.

42. Track All Relevant Conversions  

There are many ways to track conversions, but linking Google Analytics conversion tracking in Google Ads is one of the top options. Conversion tracking provides information like which keywords are the best driving activity and what happens after a visitor interacts with your ads. It can track if the visitor:

  • Purchased a product
  • Enrolled for your newsletter
  • Called your business
  • Downloaded your app

43. Set Up a Bidding Strategy for Your Brand 

There are many campaign strategies based on different goals, but there are two main types of bidding strategies. ROl strategies are money-based and will focus on growing your revenue based on paid search. The other is a strategy based on vanity metrics, which will focus on visibility and maximizing target impressions. Manual CPC will cover both strategies and allow you to optimize your bids manually.

44. Alter Bids Based on Device-Level Performance 

You want to make informed optimizations when it comes to managing your bid adjustments. Device-level bid adjustments can be set at an ad group level. When you adjust your bids, you can change the frequency of your ads, as well as the time of day they are seen. Google Display campaigns can target:

  • Device types
  • Operating systems
  • Device models
  • Time of day
  • Wireless network

45. Alter Bids Based on Location-Level Performance 

It is recommended that you analyze location, geographic, and distance reports to get some insights into the performance of your campaigns. Even if your campaign is only targeting a single location, you are still able to analyze performance at a state level with Google Analytics. You can also adjust bids by location-based performance in order to target the best-performing regions.

46. Modify Bids to Reach Acceptable CPA Range

Target CPA is the average amount you would like to pay for a conversion. You should set a maximum acceptable CPA for your campaign and then adjust your bids for keywords based on performance. You’ll need to be sure to allow for enough time for your keywords to perform in order to gather enough data. Once the data is collected, you can decrease bids on the keywords that are exceeding your target maximum CPA.

47. Modify Bids on Time of Day

Time plays a huge factor when it comes to your bid’s performance. It’s essential that you take note of which times have the highest and lowest conversions. You will also want to reduce your bids during times in which conversions are lower to reduce your risks. If you have set hours of operation, then we highly encourage you to schedule your ads around them.

You can schedule ads by signing in to Google Ads and selecting ‘Page menu’ > ‘Ad schedule’ > ‘Click on the Edit icon’ > ‘Campaign’ > ‘Save’.

48. Determine If You Need to Schedule Ads

If you create an ad schedule, you can specify the days and times you want your ad to be shown. It is good practice to optimize your bids by the time of day in order to maximize your traffic. Data like the best-performing time of day or day of the week can be seen on Google Analytics. You also want to lower or even halt your bids during times of the day when conversions are low to reduce your risks.

You can edit your ad schedule in Google Ads by selecting ‘Menu’ > ‘Ad schedule’ > ‘Campaign’ > ‘Click on the Edit icon’ > ‘Select times and dates’ > ‘Add’ > ‘Save’.

49. Adjust Bidding Strategy Based on Volume

Google defines Smart Bidding as a subset of automated bid strategies that optimize for conversions or conversion value. This machine-learning tool quickly analyzes millions of signals and sets real-time adjustments. If you are using smart bidding and find that traffic volume has declined, you will need to give Google a chance to generate conversions. You can do this by making your smart bidding strategy less restrictive.

50. Track & Monitor Your PPC Ad Campaigns

You can consistently track the success of your campaigns by creating weekly and monthly PPC reports. By doing so, you can view the impact of the modifications you’ve made to your campaigns to help improve future ones. It is beneficial for your ad campaign and business if you get comfortable using Microsoft Excel spreadsheets. This tool makes reporting and tracking data more efficient and convenient.