Basic Search Engine Marketing PPC Checklist

Search engine marketing, aka SEM, is a key tool for helping people find your business online. Also called pay-per-click or PPC, it most often delivers text ads at the top of Google searches.

And SEM has come a long way since Michele Potts started working with Google Ads in 2013.

“Creating those text ads used to be really labor-intensive,” says Potts, sales director for Zoe Marketing & Communications. “Automations and AI now help make suggestions for you.”

Still, she adds, “There’s still a need for a human touch to oversee these tools and make strategic decisions.” And for small- to mid-sized businesses, it’s all a lot to manage.

This checklist can help. Tapping into Potts’ digital marketing experience, Potts outlines 12 SEM/PPC basics that companies should keep in mind, including:

1. Clear objectives
2. Keyword research and selection
3. Competitive analysis
4. Compelling ad copy and design
5. Landing page optimization
6. Appropriate budgets and bids
7. Ad extensions
8. Targeting and audience selection
9. Performance monitoring and analytics
10. Regular optimization
11. Active times
12. Search retargeting campaigns

Think of this checklist as your go-to guide for improving your SEM. If you’re ready to take it up a notch, connecting with an SEM pro could give your marketing efforts the boost they need.

What is SEM?

SEM is a paid way of appearing in search engine results (unlike SEO, which is organic) — typically using Google Ads.

You choose relevant keywords, and the system bids on those keywords, auction-style, as people search for them. If your bid wins, your ad shows up for that searcher.

Ultimately, you pay for each click. That’s why SEM is also called PPC, for pay-per-click.

Basic SEM/PPC Checklist

SEM involves several key elements, including keyword research and selection, ad creation and optimization, and performance tracking and analysis. This checklist of 12 basics covers it all.

1. Clear objectives

SEM competition has skyrocketed, Potts says. “That means crafting a standout ad strategy has become critical.” Start by creating clear and measurable targets.

• Set specific goals: Define what you want to achieve, like increasing website traffic, generating leads or boosting sales. Be detailed, such as aiming to grow traffic by 20% in three months.
• Log goals in Google Ads: Use the “Conversions” section under “Tools & Settings.” While optional, this is highly recommended for precise tracking.
• Measure success: Track your progress using key performance indicators (KPIs). Use Google Ads and Google Analytics to monitor KPIs such as click-through rate (CTR), conversion rate (CR) and return on ad spend (ROAS).

2. Keyword research and selection

“Keyword research is the heart of SEM,” Potts explains. “The right keywords can drive highly targeted traffic to your site, boosting conversions.”

• Identify relevant keywords: Use tools like Google Keyword Planner or Semrush to discover keywords. For instance, Semrush can help you see which keywords have the highest search volume and lowest competition.
• Use long-tail keywords: Focus on specific, less-competitive keywords that can drive more targeted traffic. For example, instead of "running shoes," use "best running shoes for marathons."
• Heed suggestions: Google Ads offers keyword recommendations based on current trends and performance data. Mind them to stay competitive.

3. Competitive analysis

Keep an eye on what your competitors are doing and adjust your strategy accordingly.

• Analyze competitors: Use tools like SpyFu or Semrush to see competitor strategies.
• Benchmarking: Compare your performance to competitors’ by examining metrics like CTR, conversion rate and ad spend.
• Adapt strategies: Adjust your approach based on competitor insights. If a competitor performs well with a specific keyword, consider targeting it, too.

4. Compelling ad copy and design

Craft compelling ads that stand out and drive clicks. “With so many ads competing for attention, unique and engaging content can make all the difference,” Potts says. 

• Make it resonate: Write clear and persuasive headlines and descriptions. For instance, for a family restaurant: “Gourmet Dining with a Kid-Friendly Twist.”
• Focus on the benefits: “My favorite quote is from marketing guru Elmer Wheeler: ‘Sell the sizzle, not the steak,’” says Potts. “Don’t focus on what the product is; focus on what it will do for your customer.” This could be comfort, ease, performance, adventure, etc.
• A/B test: Regularly test different versions of your ads to see which performs better. Use tools like Optimizely or VWO to experiment.

5. Landing page optimization

Ensure your ads send people to powerful landing pages optimized for conversions.

• Relevance: Your landing page must match your ad content. If your ad promotes a discount, for example, the landing page should clearly state the discount.
• Speed and performance: Use tools like Google PageSpeed Insights to optimize page-loading times so you don’t lose people due to lag.
• Call to action: Your landing pages need clear and compelling CTAs, such as “Sign Up Now” or “Get Your Free Quote.”

6. Appropriate budgets and bids

“Effective budget management is about smart spending, not just spending more,” Potts notes. Ensure you don’t overspend and get the most out of your campaigns.

• Set a budget: Define a daily and monthly budget. Start small — $15-$50 a day or $450-$1,500 per month is common, Potts says — and adjust based on performance.
• Use bid strategies: Manual bids can give you more control but require more time and expertise. Automated bidding options like Target CPA (cost per acquisition) are more efficient and easier to start with for most businesses.
• Monitor spending: Use tools like Google Ads’ built-in budget reports to track your spending.

7. Ad extensions

These enhancements can make your ads more visually appealing by offering people more reasons to click — such as additional links, contact information or special offers.

• Choose extensions: Add site links, callouts and structured snippets to your ads. These can guide users to specific pages or highlight key features.
• Review performance: Use automated reports in Google Ads to track their effectiveness.

8. Targeting and audience selection

Reach the right people by targeting specific demographics and segments. “Understanding user intent and personalizing ads has become key. Generic SEM doesn’t cut it anymore,” Potts says.

• Demographic targeting: Use age, gender and location targeting. Google Ads allows you to tailor ads to specific groups.
• Device targeting: Optimize for different devices (desktop, mobile, tablet) and adjust your bids for each based on performance.
• Remarketing: Use Google Ads retargeting to reach users who have previously interacted with your website (more in #12).

9. Performance monitoring and analytics

Keep an eye on your ad performance to make adjustments over time.

• Key metrics: Track CTR (click-through rate), conversion rate (CR) and ROI (return on investment). CTRs across all industries are 4%, and CR is 3.75% (more benchmarks here).
• Analytics tools: In addition to Google Ads, use Google Analytics and Google Business Profile (both of which are integrated) to better understand how your ads are performing.
• Adjustments: Regularly tweak campaigns based on performance data. If a keyword isn't performing well, consider pausing it.

10. Regular optimization

“Data analysis has taken center stage,” says Potts. “Ten years ago, basic metrics were enough. Today, diving deep into analytics to understand user behavior, conversion paths and ROI is a daily task.” Optimizing your ad campaigns includes reviewing:

• Quality score improvement: Improve your quality score — which factors in many of the metrics above — to improve ad performance and lower costs.
• Ad relevance: Make sure your ads are relevant to the keywords. For example, an ad for “budget travel tips” should deliver content that closely matches this topic.
• Expected CTR: Improve your ad’s click-through rate by testing different headlines and descriptions.

11. Active times

Set ad schedules to display ads during peak times when your target audience is most active.

• Use dayparting: “Dayparting” means scheduling your ads to run at specific times of the day or days of the week when your audience is most engaged. Use tools like Google Analytics to identify these peak periods.
• Optimize your budget: Allocate more of your budget to these high-activity times to maximize your ads’ impact and efficiency.

12. Search retargeting campaigns

“Bringing back users who’ve shown interest but didn’t convert initially is a powerful strategy,” Potts says. Be sure you’re re-engaging these visitors with:

• Remarketing lists: Create lists in Google Ads to target users who have visited your site but didn’t convert. Tailor your ads to encourage them to return.
• Custom messaging: Personalize ad messages based on visitors’ previous interactions with your site to increase the chances they’ll convert.

Next steps to improve your SEM/PPC marketing

There are many layers to maintaining your search engine marketing on Google Ads. This SEM/PPC checklist can get you started. And it can be an eye-opener to the scope, too.

“Managing SEM isn’t a set-it-and-forget-it job,” Potts says. “I spend at least 15-20 hours a week monitoring performance, tweaking ads and researching new keywords. It's constant balancing.”

Feeling overwhelmed or like you could use support? Talk to us. At Zoe, Potts and her team have deep SEM experience and are ready to help small- to mid-sized businesses like yours.

And, if you’re still learning and looking for more support, turn to these helpful articles:

• 7 SEM ad copy best practices for text ads with examples
• 3 best practices for avoiding SEM ad fatigue with examples
• Basic SEO checklist (this is organic search vs. SEM, which is paid)