Finding the PPC Flags The Quick Account Checkup Kate Morris
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.
Keys to Success in PPC Poetry License Strong OCD Organizational Skills Customer Knowledge Data Analysis (Love Excel)
General Review Click Through Rates Campaigns Ad Groups Keywords Ads Impressions Conversions Quality Score
Steps for Review
Look for Trends
Drill Down to Culprit
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.
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.
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
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.
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
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
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)
Kate Morris Thanks for attending! Email me with any questions.