I’m a huge believer in checklists. I have always been a checklist/to-do list guy, but it wasn’t until I read The Checklist Manifesto by Atul Gawande that I started to apply checklists to my business processes in a serious way. Now almost everything I do related to Rothman PPC is guided by a checklist.
One of the most important aspects of PPC marketing is setting up your Google AdWords campaign. Getting things right from the get-go is critical to your long-term AdWords success. So it is very important that I take the time I need to intensely focus on the initial campaign setup when I’m getting a client started on AdWords. I have to get the setup right in order to lay the foundation for the long-term profitability of the campaign. And since the setup is so important, well, you guessed it – I use a checklist.
My checklists are always open to changes and improvements. But for now, my AdWords Setup Checklist consists of 18 items. In this article we’ll briefly examine each item and why it’s important enough to be on the checklist.
Please note, this list does not contain items about conversion tracking. That’s a separate area and deserves it’s own discussion and checklist.