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Campaign Setup & Structure

Account Foundation

  • Google Ads account linked to Google Analytics
  • Conversion tracking properly configured
  • Location targeting set to Nepal (or specific cities)
  • Language targeting includes Nepali and English
  • Time zone set to Nepal Time (NPT, UTC+5:45)
  • Currency set to NPR (Nepali Rupees)
  • Billing information verified and active

Campaign Structure

  • Campaigns organized by product/service categories
  • Ad groups focused on specific themes (5-20 keywords each)
  • Search and Display campaigns separated
  • Brand and non-brand campaigns separated
  • Budget allocated based on performance goals
  • Campaign naming convention consistent and clear

Keyword Research & Selection

Keyword Strategy

  • Keyword research using Google Keyword Planner
  • Focus on high-intent commercial keywords
  • Include Nepal-specific keywords (e.g., "Kathmandu", "Nepal")
  • Mix of broad match, phrase match, and exact match
  • Long-tail keywords for better targeting
  • Negative keywords list created (at least 20 terms)
  • Competitor brand terms evaluated (if appropriate)
  • Local language keywords in Nepali included

Negative Keywords

  • "Free" variations added as negatives
  • Job-related searches excluded
  • Irrelevant product/service terms excluded
  • Search query reports reviewed weekly
  • Negative keyword lists at campaign and account level

Ad Copy & Extensions

Ad Copywriting

  • At least 3 responsive search ads per ad group
  • Headlines include primary keywords
  • Unique value propositions highlighted
  • Strong call-to-action in descriptions
  • Nepal-specific messaging and offers
  • Price or promotion mentioned when relevant
  • Mobile-friendly ad copy (concise and clear)
  • A/B testing variations created

Ad Extensions

  • Sitelink extensions (at least 4 links)
  • Callout extensions highlighting benefits
  • Structured snippets showing product/service categories
  • Call extensions with Nepal phone number
  • Location extensions for physical businesses
  • Price extensions for e-commerce
  • Promotion extensions for special offers

Bidding & Budget

Bidding Strategy

  • Bidding strategy aligned with campaign goals
  • Manual CPC for new campaigns (testing phase)
  • Target CPA for conversion-focused campaigns
  • Target ROAS for e-commerce campaigns
  • Maximize conversions for mature campaigns
  • Bid adjustments for device, location, time
  • Competitive analysis of keyword CPCs

Budget Management

  • Daily budget set appropriately (minimum NPR 500)
  • Budget allocation based on performance data
  • Shared budgets for related campaigns
  • Budget pacing monitored daily
  • Seasonal budget adjustments planned

Landing Pages & Conversion Tracking

Landing Page Optimization

  • Dedicated landing pages for each campaign
  • Landing page matches ad copy and keywords
  • Clear headline with value proposition
  • Strong call-to-action above the fold
  • Mobile-responsive design
  • Page load time under 3 seconds
  • Trust signals (testimonials, certifications)
  • Simple, focused forms (minimize fields)
  • Nepal-specific imagery and language

Conversion Tracking

  • Google Ads conversion tracking tag installed
  • Google Analytics goals configured
  • Key conversions tracked (purchases, leads, calls)
  • Conversion values assigned correctly
  • Phone call tracking enabled
  • Form submissions tracked
  • Enhanced conversions implemented
  • Attribution model selected appropriately

Ongoing Optimization & Monitoring

Performance Monitoring

  • Daily budget and spend monitoring
  • Quality Score tracked for all keywords
  • Click-through rate (CTR) analysis
  • Conversion rate optimization
  • Cost per acquisition (CPA) tracking
  • Return on ad spend (ROAS) calculation
  • Impression share monitoring
  • Competitor analysis quarterly

Continuous Improvement

  • Weekly search query report review
  • A/B testing ad copy variations
  • Landing page A/B testing
  • Pause low-performing keywords
  • Increase bids on high-performers
  • Expand successful campaigns
  • Test new ad formats and features
  • Monthly performance reports generated

Nepal-Specific Considerations

Local Market Optimization

  • Target major cities: Kathmandu, Lalitpur, Bhaktapur, Pokhara
  • Ad scheduling aligned with Nepal business hours
  • Consider local festivals and holidays
  • Use NPR pricing in ads and landing pages
  • Include local payment options (eSewa, Khalti)
  • Nepali language ads for broader reach
  • Mobile-first approach (high mobile usage in Nepal)
  • Consider slower internet speeds in design

Audience Targeting

  • Remarketing campaigns for website visitors
  • Customer match lists for existing customers
  • Similar audiences based on converters
  • Demographic targeting appropriate for Nepal
  • In-market audiences for intent signals
  • Affinity audiences for brand awareness

Need Help with Your PPC Campaigns?

Running successful PPC campaigns in Nepal requires local expertise and continuous optimization. As a Google Ads specialist in Nepal, I help businesses maximize their advertising ROI through data-driven strategies and ongoing optimization.