The following guide represents an example funnel layout of campaigns, as well as a step-by-step guide for optimizing on different levels in Search and Facebook PPC. In the AdWords part, you will also find scripts that when implemented right will make bid adjustments more or less automated for you?

The aim of the article is to deliver an easy to use framework for optimization of key marketing metrics leading to ↑ROI↑ through PPC, once they’ve done keyword and audience research. The tactics and frameworks in the document do NOT  guarantee results or provide a “set it and leave it” magical formula, as optimization is a never-ending process.

Please feel free to comment and suggest changes. 

In case you’re not familiar with setting up AdWords scripts, I recommend going through this document first.



Facebook PPC


Credits: This layout was based on one developed by Depesh Mandalia for eCommerce FB ads.

Full Size Layout Tables

  1. Test Significance
  • 4000-10000 reach/impressions
  • 4 to 14 days
  1. Optimizing
  • Ad set level
  1. KPIs: CPM, CPC, CTR, conversion rates, CPA, hour of day, action (carousel), view-through (for video).
  2. Audience: age, gender, interests, behaviors, device, internet connection.
  3. Placement – messenger, feed, Instagram, instant articles, right column.
  4. Delivery: method, time, type, conversion window.
  • Ad level
  1. KPIs: CPV, Cost/Action (carousel), relevance score, frequency, report as spam, x-outs, CTR.
  2. Creative: format, colors, headline, description, CTA.
  3. Landing page experience – ad CTA & LP message match, CTA, forms, navigation, footer.
  1. Scaling
  • ↖CTR and ↖Conversions, ↡CPA
  1. Conservative vertical: +15-25% gradual increase/day per ad set. (best practice).
  2. Aggressive horizontal: duplicating ad sets and increasing budget.
  3. Negative impact on learning on ad set level.

AdWord PPC



  1. Test Significance
  • +100 clicks/variation
  • 13 days
  1. Optimizing
  • Ad group level
  1. KPIs: CPM, CPC, CTR, CPA, hour of day.
  2. Bid Adjustments: Real-time Position Bidding, Device.
  3. Search term report for expanding the keyword list.
  • Ad level
  1. KPIs: Quality score, CPC, CTR, conversion rate, CPA.
  2. Quick Ad creation  + ad test matrix.
  3. Landing page experience – ad CTA & LP message match, CTA, forms, navigation, footer.
  1. Scaling
  1. ↖CTR and ↖Conversions, ↡CPA.
  2. Search Lost Impression share for the past week  >5%.
  3. Accelerated delivery + 24-hour bidding.