Ads Account Checklist

1. Create the New Account

1. • Remember to create the account within your own ppc account and then add agency@sebomarketing.com as a manager to the account
   • Set up billing if you are able to. If not, follow these instructions to skip the billing section.

2. Add New Campaigns

1. • Create without a goal (unless one of the goals makes a lot of sense for the campaign)
   • Select “Search Only” & “Continue”
   • Unselect Search and Display networks
   • Set up location targeting (whatever the MC wants. Otherwise, US w/4 major states, cities, radius)
   • Budget (ask MC)
   • Set bidding to Maximize Clicks

3. Landing Pages

1. • Make sure each KW group you’re targeting has a dedicated landing page
   • Make sure landing page forms go to thank you pages & are tracked in Analytics

4. Create Ad Groups & Ads

• • Don’t use Broad match KWs unless asked for by MC. Default to Phrase
  • Set up 2 Responsive Search Ads and A/B Test 
    • Make sure the ads are identical but with 1 variable changed (different landing page, different headlines, different images, different descriptions, etc.)

5. Best Practices

1. • Assets – Sitelinks, Callouts, Call (and any other applicable assets)
   • Audiences – create an audience in Ads or Analytics
   • Settings – for new campaigns/accounts set ad rotation to “prefer 
   • Locations – double check that the campaigns have the right location targeting
   • Ad Schedule – 12am-6am, 6am-6pm, 6pm-12am unless otherwise specified
   • Devices
   • Make sure the columns for Campaign, ad group, keyword, and ad level are set how you want them

6. Tools & Settings

• • Linked accounts – Analytics w/ auto-tagging, Search Console (connect Google Merchant Center, Youtube, and Google Business Profile if applicable)
  • Billing – create a new billing profile if you have the billing information
  • Rules & Scripts – set up any applicable scripts and rules to pause and start ads according to budget (ask MC first)
    • Most likely, they will have you set a script that pauses when the monthly budget is reached, and a rule that reenables your campaigns at the beginning of the month

7. Conversions

• • Enhanced Conversions via GTM
  • Thank You pages
    • Create goals in analytics
    • Import analytics goals into ads (if not using Enhanced Conversions
  • Set up call tracking & test it (CallRail OR call assets & website call tracking/Google DNI)
  • GTM – set up any events in GTM (Enhanced Conversions)
  • Test all goals (forms go to thank you pages, google DNI works, CallRail numbers change, GTM events show in preview mode)