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PPC Account Reviews

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by Kate Morris for Search Exchange in Charlotte, NC 2010

by Kate Morris for Search Exchange in Charlotte, NC 2010

Published in: Self Improvement
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Transcript

  • 1. Finding the PPC Flags
    The Quick Account Checkup
    Kate Morris
  • 2. The Disclaimer
    Every Account is Different – these are just guidelines. Test everything before you take it as gospel.
    Even the most core principles can be rightfully violated for your business.
  • 3. Keys to Success in PPC
    Poetry License
    Strong OCD
    Organizational Skills
    Customer Knowledge
    Data Analysis (Love Excel)
  • 4. General Review
    Click Through Rates
    Campaigns
    Ad Groups
    Keywords
    Ads
    Impressions
    Conversions
    Quality Score
  • 5. Steps for Review
    • Look for Trends
    • 6. Identify Issues
    • 7. Drill Down to Culprit
    • 8. Run Reports
    • 9. Fix/Test
  • Step 1: Look for Trends
    Time Frames
    1 Month
    3 Month
    6 Month
    1 Year
    Metrics
  • Step 2: Identify Issues
    Possible Issue #1: Cost is too high.
    Possible Issue #2: CTR is too low.
    Possible Issue #3: Clicks vary substantially.
    Possible Issue #4: Low conversion rate.
  • 14. Step 3: Drill Down
    Possible Issue #1: Cost is too high.
    Compare to budget.
    Look at high spend keywords.
    Check match type settings.
    Look at the number of long tail keywords the campaign/ad group has.
    Think about possible seasonality issues.
    Talk to product people/client about new marketing pushes.
  • 15. Step 3: Drill Down
    Possible Issue #2: CTR is too low.
    Check drill down to find culprit KW or ad (or both) and analyze.
    Think: Is this a content network issue?
    Think about the organization of your groups.
    Look at the impression count in comparison to history and other campaigns.
    Look at key phrase match type
    Think about searcher intent
  • 16. Step 3: Drill Down
    Possible Issue #3: Clicks vary substantially.
    Compare to history and other ad groups or campaigns.
    Look at your ads for approval status.
    Check for keyword relevancy to ads.
    Like cost being too high:
    Think about possible seasonality issues.
    Talk to product people/client about new marketing pushes.
  • 17. Step 3: Drill Down
    Possible Issue #4: Low
    conversion rate.
    Check out relevancy of keyword to ad.
    Run a search query report.
    Identify possible negatives.
    Find the culprit ad group or ad.
    Is the CTR normal or pretty low?
    Check out relevancy of LP to Ad
  • 18. Step 4: Run Reports
    Search Query Report
    Negative Keywords
    New Long Tail Keywords
    New Ad Focus
    Keyword Report
    Identify Problem Children
    Include Quality Score and Conversions
    Destination URL Report
    Identify Issues with Landing Pages
  • 19. Step 5: Fix/Test
    There is no one answer.
    Test new ad copy and keywords.
    Test landing pages.
    Always focus on
    the bottom line (CRO)
    searcher intent (QS)
  • 20. Kate Morris
    Thanks for attending!
    Email me with any questions.

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