PPC Specialist SOPs

This template contains Standard Operating Procedures (SOPs) for a PPC Specialist. It covers ten critical areas of PPC campaign management, starting with the setup of Google Ads campaigns and ending with strategies for scaling successful campaigns. The document emphasizes the importance of keyword research, ad copy creation, conversion tracking, and bidding strategies. It also details how to conduct competitor analysis, implement retargeting, and effectively report campaign performance.

The SOPs are designed to provide step-by-step guidance for PPC specialists. They include defining campaign goals, selecting the right campaign types, and configuring various settings. The importance of understanding the target audience, conducting thorough keyword research, and crafting compelling ad copy is highlighted. The document also stresses the need for setting up conversion tracking to measure campaign effectiveness and optimizing bidding strategies to maximize ROI.

Furthermore, the template provides instructions on A/B testing and ad optimization. It outlines how to identify variables to test, set up an A/B test in Google Ads, and monitor key metrics. The SOPs also cover competitor analysis, detailing how to identify key competitors, analyze their keywords and ad copy, and evaluate their landing pages. This ensures that PPC specialists can develop competitive strategies and stay ahead of industry trends.

In addition to campaign creation and optimization, the document addresses retargeting and remarketing strategies. It explains the different types of remarketing, how to set up Google Ads remarketing tags, and how to create audience segments for retargeting. The SOPs also cover setting up retargeting campaigns on Google Display, YouTube, and social media platforms like Facebook and Instagram. This comprehensive approach helps PPC specialists re-engage past website visitors and boost conversions.

Finally, the template provides guidance on PPC campaign performance reporting and scaling. It outlines how to define reporting objectives, select key performance metrics, collect and visualize data, and analyze performance trends. The document also details how to scale PPC campaigns for growth, including expanding keyword and audience targeting, optimizing bidding strategies, and increasing budgets strategically. These procedures ensure that PPC specialists can effectively manage and grow their campaigns while maintaining efficiency and profitability.