Killer PPC Account Reviews

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
Identify Issues
Drill Down to Culprit
Run Reports
Fix/Test

Step 1: Look for Trends
Time Frames
1 Month
3 Month
6 Month
1 Year
Metrics
Cost
CTR
Clicks
Impressions
Conversions

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.

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Killer PPC Account Reviews

by Kate Morris on May 24, 2010

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Killer PPC Account Reviews — Presentation Transcript