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Launching A New PPC Account – 5 Key Tips for Success


When you have to create a new paid search account, there are so many things that you need to ensure your account launches with no hitches.  But sometimes when we are facing tight deadlines to get a new account pushed live, we can overlook critical things that need to be in place.   And these things can result in overspending or improper reporting.

Here are 5 tips that can help you to make your account launch a smashing success for your client, as well as your company:

1)      Create a standard checklist

This is an essential item to have every time you launch a new account, campaign, even an ad group.  It should be a detailed, itemized check off list that covers every aspect of the launch – uploading, bids, URL’s, and bidding.  You can ensure that everything is verified before you go live.  QA is essential, and even if it means delaying the launch, it is better to launch with everything right than have to go back and fix costly errors after the launch.  Have yourself or someone on your team verify or check each of these items, and sign and date each one.  This ensures not only everything is in place for the launch, but establishes personal accountability as well.

2)      Recheck those settings

Check all of the setting for each campaign to ensure they are consistent across all of the campaigns in your account.  Are all of your ad deliveries set to standard or accelerated? Are your keyword matching options set to include close variants? All of the settings options need to be verified to ensure they are relevant to your account.  I suggest building this into your checklist as well, and don’t forget any specific mobile or location settings.  Extensions should also be verified to ensure they are correct.

3)      Ensure budgets are in place

Verify the billing information is in place and ready to go, as well as having the daily budgets set at their appropriate levels.  Ensure invoicing and credit card payments are in place.  Any credits should also be put into place at this time.

4)      Check your tagging

If you are using any type of third party tagging, ensure your keywords and/or your ads have the proper landing page tracking.  Ensure Conversion Tracking is turned on in AdWords to allow your conversions to track properly with analytics.

5)      Verify your landing pages are working

Verify all of the landing pages are indeed working, and there are no dead pages.  Also check to make sure they keywords are going to the proper landing pages.  It never hurts to double check this before you launch.

Creating and launching a new account can be exciting and stressful.  Having a structured checklist in place, and following the above guidelines can take away a lot of the stress, and ensure a successful launch experience – not just for you, but for your client as well.


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