Thursday: Enter Your Data into the PPC System
Today’s task is to transfer all of your keyword and cost preferences to your PPC
account without making it “live” yet. For each keyword or group of keywords, you’ll
assign the attributes required by your PPC engine of choice, like cost per click, maxi-
mum bids, and daily/monthly budget cap. You already have these numbers in your PPC
Keywords Worksheet. You’ll categorize your keywords as you planned on Tuesday and
insert the ads you wrote on Wednesday. You’ll also assign appropriate landing pages
for each keyword or ad. (And, to avoid wasting your money, make sure each landing
page URL is working properly!)
Today may be a simple cut-and-paste job, or it might be a little more complex
as you get used to navigating the campaign setup and management screens. But whatever
you do, make sure your account isn’t turned on yet. We’re saving that for tomorrow.
Friday: Turn On Your PPC Campaign
It’s been two weeks since you sent out your site modification requests to your team or
tasked yourself with making the changes. Is your site ready for its big debut? If you’ve
finished optimizing your website, your landing pages will be clearly relevant to your
PPC ads and targeted users will be able to find what they need. Don’t flip the PPC
switch until your site is ready. If your site content doesn’t match your advertising cam-
paign, it will confuse or annoy your visitors, and it may be removed by the PPC service
for noncompliance of editorial guidelines.
Assuming your site is ready for the trick-or-treaters to come ringing the bell, let’s
get started. It’s best to start this task early in the day so you can check that all is well
before you go home for the night. Rather then spend a continuous hour on this task,
we recommend you block out two half-hour segments of time. The first half hour you
will use to turn on your account, which is probably as simple as changing the attribute
“paused” or “offline” to “live” or “online.” Later in the day, you’ll spend another half
hour checking in on your account to make sure all is well.
Here are things to watch out for:
Don’t expect miracles, but do make sure you actually turned on
Too many clicks.
If you’re already close to blowing your budget after a few
hours, something is out of whack. Either you underestimated the number of
Enter all of your keywords, bids, categories, and ad content into the PPC system.
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