Developing a PPC Auditing Framework

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  • 1. PPC Auditing Developing & Maintaining a Successful Framework Courtney Herda President Smarter Searches
  • 2. Today You Will Learn • The How’s and Why’s of Creating a PPC Auditing Framework • Direct Tips on How to Assess your Account • How to maintain the progress
  • 3. CEO of Smarter Searches 9 years managing PPC and SEO in house and at the agency level About Me
  • 4. Agenda • Why Conduct an Audit? • Audit Goals and Objectives • The PPC Auditing Process • Auditing Landing Pages • Maintaining the Framework Momentum
  • 5. Why Conduct an Audit? • Creating consistency when onboarding new clients • Reviewing old/existing clients • Identifying mistakes or opportunities
  • 6. Audit Goals and Objectives -Aligning Campaigns with Business Objectives -Reviewing KPIs -Identifying and Fixing Tracking issues
  • 7. The PPC Auditing Process Structure • Campaign structure • Ad Group Structure • Ad group/keyword themes • Match type strategy • Branded/non-branded campaigns
  • 8. Settings – Don’t Mess this Part Up! Did you accidentally opt into the display network?
  • 9. More Settings Language Location Day Parting Ad Rotation Budget Pacing
  • 10. Bidding Strategy Optimize bid adjustments for location and device Check keyword bids Quality score reporting
  • 11. Keywords Run search query report (All Keywords) for opportunities
  • 12. More Keyword Strategies Check your match types Make sure keywords match up with goals and objectives Add negatives
  • 13. Ad Copy • SPELL CHECK • Are there at least 2-3 variations for each ad group? • Is there a dedicated mobile ad? • Do they have clear calls to action? • Are all landing pages functional and landing on the right page?
  • 14. Ad Extensions • Is all information accurate? • Has everything been migrated correctly to work with enhanced campaigns? – Do sitelinks have descriptions? • Test additional extensions
  • 15. Auditing Landing Pages • No 404! • Optimize pages for conversions • Create a landing page testing plan • Comply with editorial guidelines (privacy and user terms) • If there are problems, contact Google or Bing immediately to solve issues
  • 16. Maintain the Framework • You will get faster with time. • Platforms and software can make the process easier • Don’t be afraid to set up automated rules • Schedule reports • Schedule audits and be consistent
  • 17. What’s Next? • Determine frequency – Budget, staffing, scope of account • Make sense of the data to recommend actionable changes • Look at the big picture • Budget recommendations? New opportunities?
  • 18. Move The Needle
  • 19. Move The Needle Go step by step through at least one campaign and complete the auditing process. Start with client goals then evaluate Structure, Settings, Keywords, Ad Copy, Extensions, and Landing Pages. Fix errors, update outdated information, come up with new areas of potential and growth. Audit At Least One Campaign
  • 20. -Audits should be used on new & existing accounts -Focus on big picture goals first then go step by step through each section -Don’t forget to analyze conversion and landing page performance -Fix errors immediately then come up with new ideas Key Takeaways
  • 21. www.onlinemarketinginstitute.org Thank You! Learn more at