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Creating and Sustaining an Auditing Framework - Kayla Kurtz at SES Chicago
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Creating and Sustaining an Auditing Framework - Kayla Kurtz at SES Chicago

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Remember the days when all your keywords were in one campaign and maybe a handful of ad groups, and your biggest PPC pain was your daily budget? This may be a bit too nostalgic, but all the changes in …

Remember the days when all your keywords were in one campaign and maybe a handful of ad groups, and your biggest PPC pain was your daily budget? This may be a bit too nostalgic, but all the changes in paid search advertising over the last couple years, it almost feels that drastic. Establishing an ongoing PPC auditing plan is like creating an exercise regimen: you have to create a plan and stick to it. During this session, attendees learned how to create a weekly and monthly auditing plan, prioritize elements of those audits, which areas of an account need to be continuously audited versus those that don't, and finally whether accounts can ever be mature enough to no longer require auditing.

Published in: Technology, Design

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  • 1. PPC Campaign Management Creating & Sustaining an Auditing Framework Joseph Kerschbaum 3Q Digital Midwest Account Director Kayla Kurtz Hanapin Marketing Senior Digital Adviser Chicago • November 4–7, 2013 • #SESCHI @SESConf
  • 2. Chicago | November 4–7, 2013 | #SESCHI | @SESConf PART 1 - Goals & Objectives • Aligning campaign with business objectives • Reviewing KPIs • Tracking issues @JoeKerschbaum @twitterhandle @One800Kayla
  • 3. Chicago | November 4–7, 2013 | #SESCHI | @SESConf PART 2 – Landing Pages • Editorial review • Error analysis • Tracking issues @JoeKerschbaum @twitterhandle @One800Kayla
  • 4. Chicago | November 4–7, 2013 | #SESCHI | @SESConf PART 3 – Campaign Analysis (Search) • • • • • • Campaign settings Campaigns & ad group structure Bidding strategy Ad copy Ad extensions Negatives @JoeKerschbaum @twitterhandle @One800Kayla
  • 5. Chicago | November 4–7, 2013 | #SESCHI | @SESConf PART 4 – Campaign Analysis (Display) • • • • • Campaign settings Campaigns & ad group structure Bidding strategy Ad copy Negatives @JoeKerschbaum @twitterhandle @One800Kayla
  • 6. Chicago | November 4–7, 2013 | #SESCHI | @SESConf PART 5 – Budget Allocation • By engine • By campaign • By product/service @JoeKerschbaum @twitterhandle @One800Kayla
  • 7. Chicago | November 4–7, 2013 | #SESCHI | @SESConf PART 6 – Quality Score • How should you approach Quality Score in an audit situation? @JoeKerschbaum @twitterhandle @One800Kayla
  • 8. Chicago | November 4–7, 2013 | #SESCHI | @SESConf PART 7 – Bing • How to audit Bing • How to scrub Bing against Google • Bing specific items @JoeKerschbaum @twitterhandle @One800Kayla
  • 9. Chicago | November 4–7, 2013 | #SESCHI | @SESConf PART 8 – Mobile Traffic • Bid modifiers • Mobile preferred ads • Mobile preferred landing pages @JoeKerschbaum @twitterhandle @One800Kayla
  • 10. Chicago | November 4–7, 2013 | #SESCHI | @SESConf So you wanna be an audit superstar? • Superstar PPC Audit Checklist @JoeKerschbaum @twitterhandle @One800Kayla
  • 11. Chicago | November 4–7, 2013 | #SESCHI | @SESConf http://bit.ly/PPC-AUDIT-SES @JoeKerschbaum @twitterhandle @One800Kayla
  • 12. Chicago | November 4–7, 2013 | #SESCHI | @SESConf THANK YOU! Joseph Kerschbaum 3Q Digital Midwest Account Director Kayla Kurtz Hanapin Marketing Senior Digital Adviser @twitterhandle