How to Perfectly Manage a PPC Campaign [Template]

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The most successful marketing campaigns are those that have a high conversion rate. This means the emails that you send will actually result in someone clicking on your ad, visiting your website and taking an action towards a goal like signing up for your newsletter or buying something from your store. However, just because it’s important to convert people doesn’t mean every campaign is automatically going to do well with conversions…

“Google Adwords Spreadsheet Template” is a template that can be used to manage PPC campaigns. The template includes a Google Analytics account, Google Adwords and Facebook Ads accounts. Read more in detail here: google adwords spreadsheet template.

How to Perfectly Manage a PPC Campaign [Template]

More and more companies are investing in pay-per-click (PPC) initiatives in the field of search engine marketing (SEM). Google Ads, in particular, has seen a surge in income year after year. Google advertising income was $53.1 billion in 2021, accounting for 81 percent of Alphabet’s total revenues.

When done correctly, PPC may almost ensure ad placement on the search engine result pages of their choosing. This location may also aid in the generation of leads. You may even use advertising data to nurture these leads throughout their buyer’s journey if your ads product is firmly linked with your CRM.

As you prepare to launch a PPC campaign, it’s critical to understand what makes a campaign effective and to discover managerial blunders to avoid.

Free Guide, Template & Planner: How to Use Google Ads for Business

PPC Advertising

“Pay-per-click” is the abbreviation for “pay-per-click.” PPC campaigns are a kind of search engine marketing (SEM) in which a business creates an ad with specific keywords and pays for each click. Google Ads is often used to create these campaigns.

There are a few key steps to launching a successful PPC campaign:

  • Determine the framework of your PPC campaign.
  • The landing pages for your campaign should be identified, built, and refined.
  • Based on your findings, devise a keyword strategy.
  • Create advertising based on the information gathered in the previous phases.
  • Stakeholders should be informed about your campaign strategy.

The issue is that many marketers have poor PPC campaign management, which results in them spending much more money than they need to and generating subpar lead generation outcomes.

Here are a few ways marketers may go wrong when it comes to managing PPC campaigns:

  • Without performing any previous study, coming up with keywords on the spot.
  • Without using Google Ads’ Ad Groups feature, you can only create one basic campaign.
  • Attaching the campaign to uninteresting landing pages – or a homepage that produces no leads.
  • To prevent squandering money, don’t use “negative keywords” or monitor campaigns.
  • Without informing internal or external stakeholders, campaigns are created, spending limits are established, and campaigns are launched.

So, how can you correctly manage a PPC campaign to generate leads at a fair cost? It all boils down to having a well-structured campaign.

How can you create a smart campaign structure? You use the usage of a template!

Template for PPC Campaigns

We’ve designed a free PPC campaign management template to assist you and your clients in creating a full-funnel campaign structure that adheres to best practices in PPC. You’ll be in a better position to optimize the return on your PPC spend after you’ve done that.

If you’re managing PPC campaigns for someone who doesn’t appreciate the value of a well-structured campaign, this template may also be used as a PPC campaign management work checklist to educate your employer or clients.


In this blog article, we’ll teach you how to utilize that PPC template, so download it now and follow along.

Instructions on How to Use This Template

Before we get started, here are a few pointers to help you get the most out of this template:

  • You’ll want to delete the template’s sample data, including as keywords, campaign and AdGroup names, advertisements, and destination URLs.
  • Columns E, G, and I should not be erased. They provide formulae that will assist you in the next phases.
  • Select the red marks in the top corners of the cells using your mouse. They provide useful hints and frequently asked questions. They’ll remind you what a cell is for if you forget what it’s for.

Step 1: Select your PPC campaign management software and tools.

There are various areas to start your PPC campaign approach, but my recommendation is to start with one platform and work your way up until you’ve covered all of the channels your target demographic uses. This strategy works because it keeps your PPC spending low in the early stages. You can manage your campaigns directly inside the platform on which you’re running the advertising, rather of paying for an external campaign management solution.

As your plan grows to incorporate additional sites, you’ll want to upgrade to a PPC campaign management software that allows you to keep track of each platform, budget, and creative set in one spot.

Here are some of our favorite job-related tools:

  • Marin Software: Integrates with two of the most prominent PPC platforms, Google and Facebook.
  • Wordstream Advisor: Keeps you on budget by analyzing your Google and Facebook ad expenditure.
  • SpyFu: Examine the campaigns of your competitors to develop a well-rounded plan.

Step 2: Learn how to structure a PPC campaign.

It’s critical to understand the structure of a PPC campaign before we can do anything with this template. Too many marketers will just register an account, make an ad, route the ad to their home page, choose some keywords, and press the publish button. This is not how things should be done.

You have the option of creating several campaigns using Google Ads. Each AdGroup may include a few advertisements and several, comparable keywords, and each AdGroup may contain several AdGroups.

Because you can define daily spending limitations, day-parting, and pick geo-targeted locations at the campaign level, it’s a good idea to develop many campaigns. If you’re bidding on generic and branded keywords, you should create distinct campaigns for each since the economics of these two categories of keywords are likely to be highly different.

As you can see, your template follows these best practices by allowing you to create several campaigns, AdGroups, and ad variants inside each AdGroup.

1639187349_298_How-to-Perfectly-Manage-a-PPC-Campaign-TemplateThis Template is available for free download.

Step 3: Determine which pages will serve as your landing pages.

The “Destination URL” specifies where you want the PPC traffic to go on your website. Because each PPC visitor you attract has a marginal cost, I propose that you utilize a landing page URL as your destination URL.

Do not direct them to your home page or blog in the hopes of finding a lead generating form. That’s what organic search is for. Send them to a landing page that includes a form. Remember to include a tracking token so you can see where the leads are coming from.


You’ll see that regardless of the keyword or ad, the AdGroup’s Destination URL remains the same. Create a new AdGroup if you genuinely want to send a term to a different landing page. Create a new campaign for that term if you want to be even more targeted.

When determining which landing pages to use, bear in mind your sales funnel. Consider which stage of the sales funnel each landing page and offer targets.

For example, a top-of-the-funnel offer may be an instructional PDF about an industry idea, but a discount or a demo would be at the bottom of the funnel.

For each stage of the funnel, manage and build individual campaigns. If you scroll down in your template, you’ll see that campaigns have their own section in each of these funnel stages.


Step 4: Come up with a keyword approach.

After that, choose keywords that are related to the landing page and the offer. Keep them as relevant as possible to enhance the likelihood that each visitor you pay for will fill out the form on the landing page.

Yes, ranking for specific keywords is desirable, but if the landing page fails to respond to the keyword inquiry, reconsider. Create a new offer and landing page that is more closely related to the term.


This Template is available for free download.

You may use free tools like the Google Ads Term Tool or — if you’re a HubSpot user — our keywords tool to discover search volumes and pricing surrounding any keyword you wish to pick.

If this is your first time managing a PPC campaign, it’s a good idea to brush up on keyword strategy design. You may also want to learn more about keyword quality ratings if you’re using Google Ads.

Step 5: Make your advertisements.

This is the most enjoyable part! You may build several ads for each Ad Group in Google Ads and Microsoft Ads (hence the “group” terminology). The service will cycle through them until one of them seems to have a greater clickthrough rate (CTR). A/B (and C and D) testing works in this manner. While it’s not required, you should make use of the flexibility to generate many ads.

Keep in mind that the ad title is limited to 25 characters, the display URL is limited to 35 characters (not to be confused with the destination URL), and each line of content is limited to 35 characters. If you use this template, though, we’ll keep track of it for you.


The title, in my experience, has the largest impact on an ad’s CTR. To capture a user’s attention to your ad, use a keyword in the title. Using dynamic keyword insertion would be an even better approach.

A good rule of thumb is to strive to provide searchers a consistent experience, from seeing your ad in the search engine results to filling out the form on your landing page. Everything should be geared toward persuading them to click through.


Finally, there’s the hard display URL to consider. You only have 35 characters here, but your destination URL, or the actual URL for your landing page, is unlikely to be that short. As a result, search engines let you establish a display URL that may or may not be a real URL on your website. The domain in your display URL must match the domain in your destination URL for visitors to be sent to the correct location when they click.

Step 6: Distribute the finished template to interested parties.

Whether you’re running a PPC campaign for your company or a client, your finished template will guarantee that the stakeholders’ expectations and the reality of a successful PPC campaign are in sync. This template will help you think about what you’re doing with the money you’re spending on PPC if you’re a shareholder in a PPC campaign.

You’ll have built a consistent user experience that search engines like. This may help you improve your ranking in the SERPs and, in turn, lower your expenses. It will also provide you the flexibility you need to quickly reallocate and adjust your budget when market conditions change, allowing you to get the most out of your PPC expenditure.

Management of PPC Campaigns

Understanding where your audience spends the majority of their online time, as well as determining what kind of advertisements perform best for your company, is critical. It’s critical to get acquainted with the many platforms accessible for running your PPC advertising. Let’s look at some of the most popular internet advertising platforms, including Google, Microsoft (Bing), Facebook, Twitter, and YouTube.

Management of Google Adwords Campaigns

For more than two decades, Google has been the dominating player in the search engine field, and it continues to develop some of the most inventive ad experiences available. Here are a few of the most common methods for serving advertising on Google.

Ads on Google Search

The search ad is one of the most popular forms of Google AdWords. For certain keywords that you bid on, these adverts show at the top and bottom of the search results. The purpose of most Google search ad campaigns is to drive people to a particular site, such as a landing or product page.

Display Ads on Google

Have you ever gone to a website where there is advertising in the banner, sidebar, or footer? Then you’ve most likely come across a Google display ad. These advertisements are usually visual, with bright images, films, and even music. Customers who have previously visited your website but did not make a purchase may be retargeted using Google display advertisements.

PPC Campaign Management with Microsoft Ads (Formerly Bing Ads)

Microsoft Ads is fairly comparable to Google Ads in terms of functionality. However, there are a few pointers that might help you get the most out of your Microsoft Ads PPC campaign approach.

Keyword Suggestions from Bing

If you spend the majority of your PPC budget on Google Ads and then decide to start bidding on Microsoft Ads, you may be tempted to employ the same terms you’re bidding on in Google. The problem is that Google and Bing are two distinct search engines, thus your Google keywords may or may not have the same search volume in Bing.

The keyword research and recommendation tool on Bing will provide you with more precise search volume estimates for your keywords. You may continue to use your Google keyword list as a starting point, but use this tool to see whether you should be bidding on the same terms or something comparable that generates more traffic.

Lower CPC

Because ad bids may be fairly pricey for a company, many marketers are continuously looking for ways to reduce ad expenditure. Wordstream compared the costs of running advertisements on both search engines and discovered that Bing had a 33 percent cheaper average CPC than Google. Because bidding on Microsoft Ads is less competitive than on Google, you’re less likely to spend as much of your money on this platform.

So, if you can locate a term with a high MSV to bid on, there’s a strong chance you’ll notice an increase in your return on investment. This may be particularly true in certain sectors. According to Microsoft Ads, the average industry CPC is shown in the table below.


Image Credit:

Check out this guide for a more in-depth look at Microsoft Ads.

Management of Facebook PPC Campaigns

Facebook Ads Manager is a tool that links companies on Facebook to 1.6 billion individuals across the globe. It’s an excellent tool for targeting certain demographics and promoting brand awareness.

The following are some of the most popular advertisements you may use in your Facebook campaigns:

Story Ads

On social media platforms, stories are prospering, so why not create a few advertisements to reach your audience where they already spend their time?

Because stories are only available for 24 hours, these sorts of advertising are best used when there is a special deal going on. Story advertising, like personal tales, may be delivered as a video with a link or as a sequence of still photographs that direct the viewer to perform a certain action.

Advertisements that may be played

Gamification is a creative method to capture a prospect’s attention. Playable advertising on Facebook enable you to build a short interactive version of a game or app so consumers can get a taste of your product.

You’ll want to keep the functionality as basic as possible so that prospective clients aren’t turned off, and make it exciting!

Advertisements on Messenger

If you’ve ever used Facebook Messenger, you’ve undoubtedly seen an advertisement pop up in the middle of a discussion. The benefit of this is that a prospective consumer may choose to interact with your company straight from their messaging.

If you have a sales or customer support staff that communicates with customers through chat, this is a terrific approach to make an immediate connection. You may also use the ad to send a lead to your website or a specified landing page.

Check out HubSpot’s Facebook Ads Training Course to get started creating your own ad campaign on Facebook.

PPC Campaign Management on Twitter

Twitter Ads Manager makes it simple to plan the ad you want to run on Twitter while also offering campaign performance information.

People spend 26% more time watching advertising on Twitter than on any other major platform, so make sure your ads are compelling enough to pique someone’s interest in the middle of a scroll. You may use the following sorts of advertising in your Twitter campaign:

Tweets that have been promoted

The sole difference between a normal tweet and a sponsored tweet is that a promoted tweet costs money to appear in the feeds of those who aren’t already following your company. This enables your company to convert consumers or just attract new followers, both of which will help your brand become more well-known.

Moments that are being promoted

A Twitter moment is a collection of tweets focused on a single subject or event. Essentially, you want this collection of tweets to tell your audience a narrative. Moments covers categories such as trending, sports, entertainment, and more, making them ideal for more entertaining or trendy themes.

Trends that are being promoted

If you like checking out what’s trending on Twitter, you may want to try pushing a trend for your target audience to engage with. The timeline, the explore tab, and the “Trends for you” section will all show this.

When someone clicks on the promoted trend, they’ll see a variety of search results for the trend or subject in question, as well as your brand’s promoted Tweet. You may be sitting on an undiscovered goldmine if your company has identified an active Twitter audience.

Get to know Twitter Ads Manager for your company and start tweeting!

Management of YouTube PPC Campaigns

It’s essential to include YouTube in your marketing campaign strategy. You’ve already won if your company can come up with anything memorable enough to persuade someone not to click’skip.’

YouTube has become an important aspect of marketers’ ad campaigns as part of the Google Display Network. There’s no doubting that YouTube reaches a tremendous number of people on a daily basis, with over a billion active users and the capacity to be accessible in 76 languages.

Let’s look at some of the many forms of Youtube advertisements.

Ads that may be skipped in the middle of a video

Because we’ve all clicked that magical little button that says “skip ads” to start watching what we looked for as quickly as possible, these are probably the commercials you’re most acquainted with.

The commercials may start playing before the ad even starts, meaning the viewer will never see it, or they will have to wait five seconds to avoid it. Because five seconds isn’t much time to persuade someone not to press skip, make sure your ad’s hook is instantly attractive. The good news is that you won’t have to pay for the ad if they skip inside the first five seconds.

In-Stream Ads That Can’t Be Skipped (Including Bumper Ads)

Because so many people choose to skip advertisements on YouTube, marketers may construct non-skippable advertising. This may be the best choice for you if you’ve generated compelling creative that you believe will connect with your target audience.

However, make sure you’re monitoring outcomes carefully to verify you’re receiving what you paid for. If the results aren’t to your liking, you could wish to switch to a skippable ad.

Ads for Video Discovery (Formerly Known as In-Display Ads)

The adverts that appear in the search results are known as discovery advertising. Remember that YouTube is the second biggest search engine, with people watching over 1 billion hours of video every day – you’ll want those adverts to show up in search results as well!

As a description, these adverts will feature an image and a few lines of text. Because many people prefer visuals to text, this is an opportunity to convince someone to watch your video rather than read a competitor’s textual resource.

Begin your PPC campaign right now.

PPC management include doing research, budgeting, testing, reporting, and repeating the process until you get the desired outcomes. But you don’t have to do it alone. You’ll be able to build a PPC campaign that produces results for your company using the tools and procedures detailed in this article.

Note from the editor: This piece was first published in May 2019 and has been updated for accuracy.

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The “how to plan google ads campaign” is a must-read blog post. It provides an introduction to the different types of Google Ads campaigns, and how they are managed.

Frequently Asked Questions

How do you manage a PPC campaign?

A: Depending on how your campaign is structured, you will manage things like setting the budget and defining what objectives are needed to reach that goal. You may also want to set a target number of participants or dollars raised so you can know when youre done with the project.

How is a PPC Campaign structured?

A: A PPC campaign is structured using multiple ads, each of which has different targeting options and a specific goal. For example you might have one ad that shows up when someone searches top 10 videos games, another keyword search to be shown when someone searches forwarframe platinum.

How do you create a good PPC campaign?

A: It is important to ensure that you have a good product, but its also vital for your campaign to be well planned and thought out. You should know who your audience is before starting the campaign, how much budget youll need in order to run the ad successfully, and what kind of image or video will best promote the brand.

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