clicks your ad would receive (you could have worse problems!) or you entered
your bid price incorrectly.
The wrong ad showing up for the wrong keyword.
It would be a fairly easy mis-
take to, say, place an ad meant for your Industrial Products category into your
Home Products category. Enter some of your keywords into the search engine
and view your ads to make sure you haven’t made this kind of error.
We do not recommend micromanaging your ads on a daily basis; the PPC
engines’ bid management tools should make this unnecessary. Regardless, today is a
good day to monitor them closely to make sure you haven’t made any boneheaded mis-
takes. Also, seeing your PPC ads online is a moment for celebration in your SEO cam-
paign! After you turn on the account and check for mistakes, send out an e-mail to
your team! Enlist them to help you catch any glitches that you may miss over the next
few days. Throughout the rest of the plan, we’ve included days for you to keep an eye
on, and generate reports from, your PPC campaign.
Today, before you forget, you will also want to record some of the basic setup
information about your campaign in your PPC Keywords Worksheet. We know from
experience that once you start running multiple PPC campaigns, or if you decide to
share or hand off campaign management responsibility, it’s great to have this informa-
tion in an easy-to-find location:
• Date campaign was turned on
• Maximum monthly budget
• Total number of keywords
• Account login information
Week 4: Visibility Check and Monthly Reporting
You’ve had a productive month: getting your website up to snuff with a basic level of
optimization, starting a link campaign, and turning on those PPC ads! Now, we’re giv-
ing you a week to gather up all the information on what this work has accomplished.
This week is not just about producing a report, although certainly that’s impor-
tant. It’s really about the thinking, planning, reviewing, and analysis that you do while
you are gathering the information for your report.
Turn on your PPC campaign and record your basic account data in your PPC Keywords Worksheet.
Check your account later today for errors and unexpected results.
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