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#pubcon
Secrets of AdWords Auditing
Presented by:
Courtney Herda, CEO of Smarter Searches
#pubcon
What We’ll Discuss
• What is an audit?
• Why conduct one?
• Conducting it and prioritizing elements
• Maintaining ...
#pubcon
What is a PPC Audit?
#pubcon
When do you conduct
an audit?
#pubcon
Use it with new and
existing clients.
#pubcon
New Clients
• Onboarding
• Establishing baseline performance
• Creating existing formatting across accounts
• Ensu...
#pubcon
Existing Clients
• Error checking
• Expanding scope of existing campaigns
• Accommodating new products/services/of...
#pubcon
Note: Be wary of the date range you use
to collect information.
• Give yourself enough time to get relevant data
•...
#pubcon
Who should conduct an audit?
• Someone who isn’t intimately involved
• Multiple account managers, if available
• C...
#pubcon
How do you conduct
an audit?
#pubcon
Start Here:
• Structure
• Settings
• Keywords
• Ad Copy
• Extensions
• Landing Page
• KPI’s
#pubcon
Structure
• Things to look at:
– Campaign and Ad Group Structure
– Keyword themes
– Match type strategy
– Branded/...
#pubcon
Settings
• Things to look at:
– Display
– Language
– Location
– Day parting
– Ad rotation
– Budget/pacing
– Near m...
#pubcon
Settings
• Are there locations you should exclude?
• Are you doing bid management by location?
• Are you customizi...
#pubcon
Settings
• Run a change history report
– 1% of small business advertisers made changes to their
account every week
#pubcon
Keywords
• Wasted spend?
• Long tail?
• Covering enough topics?
#pubcon
Keywords
• 1 in 4 businesses rely exclusively on broad match
• 1 in 5 don’t use a single negative keyword
• 43% of...
#pubcon
Keywords
• Be USER centric
• Diagnose poorly performing keywords
• Run search query and keyword opportunity report...
#pubcon
Ads
• Headlines
• Call to Action
• Fix disapproved
• New format
#pubcon
Ads
• Do you have an end date on your ad tests?
• Watch your dynamic keyword insertion and ad
variations
• Use the...
#pubcon
Extensions
• Use all available to you that make sense
• Don’t want foot traffic?
• More than one location?
#pubcon
Extensions
• Check for disapprovals
• Make sure URLs are current
#pubcon
Landing Page
• Make sure it’s in the right place
• Make sure the URL didn’t change
• Check content guidelines
#pubcon
KPI’s
• Are you tracking?
• Do you have your baseline?
• Are you tracking too many KPI’s?
#pubcon
KPI’s
• According to Hubspot, only 53% of companies track
their marketing ROI
#pubcon
KPI’s
• On average, conversions in an AdWords account come
from 9% of the keywords
• Useless 91% of keywords eat u...
#pubcon
Running the Audit
• Come up with a scoring system
• Schedule audits
• Use a guide online, a tool, or a spreadsheet...
#pubcon
Running the Audit
• Maximize the latest updates
• Follow trend analysis
– What happens seasonally?
– What happened...
#pubcon
Final Thoughts
#pubcon
Step back to move forward.
• Look at the big picture
• Think about your customer
#pubcon
Don’t be afraid of specificity.
• Get granular about ad groups, keywords, landing
pages and content, offers, calls...
#pubcon
Reacquaint yourself.
• Enhanced campaigns have changed some
functionality
• Check the reporting, settings, and upd...
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Secrets of AdWords Auditing

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Advanced techniques for auditing your SEM accounts to maximize ROI and minimize wasted spend. In this slideshow, we'll evaluate structure, settings, keywords, ad copy and more for maximizing the performance of your AdWords account.

Published in: Marketing
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Secrets of AdWords Auditing

  1. 1. #pubcon Secrets of AdWords Auditing Presented by: Courtney Herda, CEO of Smarter Searches
  2. 2. #pubcon What We’ll Discuss • What is an audit? • Why conduct one? • Conducting it and prioritizing elements • Maintaining the momentum
  3. 3. #pubcon What is a PPC Audit?
  4. 4. #pubcon When do you conduct an audit?
  5. 5. #pubcon Use it with new and existing clients.
  6. 6. #pubcon New Clients • Onboarding • Establishing baseline performance • Creating existing formatting across accounts • Ensuring goals/tracking are clearly established
  7. 7. #pubcon Existing Clients • Error checking • Expanding scope of existing campaigns • Accommodating new products/services/offers • Aligning account with KPIs • Maintaining goal tracking
  8. 8. #pubcon Note: Be wary of the date range you use to collect information. • Give yourself enough time to get relevant data • Consider the size of the account
  9. 9. #pubcon Who should conduct an audit? • Someone who isn’t intimately involved • Multiple account managers, if available • Consider outsourcing
  10. 10. #pubcon How do you conduct an audit?
  11. 11. #pubcon Start Here: • Structure • Settings • Keywords • Ad Copy • Extensions • Landing Page • KPI’s
  12. 12. #pubcon Structure • Things to look at: – Campaign and Ad Group Structure – Keyword themes – Match type strategy – Branded/non-branded • Do you have a CONSISTENT naming system?
  13. 13. #pubcon Settings • Things to look at: – Display – Language – Location – Day parting – Ad rotation – Budget/pacing – Near match – Bidding strategy
  14. 14. #pubcon Settings • Are there locations you should exclude? • Are you doing bid management by location? • Are you customizing your bid for geographical performance, time of the day, and day of the week?
  15. 15. #pubcon Settings • Run a change history report – 1% of small business advertisers made changes to their account every week
  16. 16. #pubcon Keywords • Wasted spend? • Long tail? • Covering enough topics?
  17. 17. #pubcon Keywords • 1 in 4 businesses rely exclusively on broad match • 1 in 5 don’t use a single negative keyword • 43% of small business advertisers haven’t added a single negative keyword in the last 30 days
  18. 18. #pubcon Keywords • Be USER centric • Diagnose poorly performing keywords • Run search query and keyword opportunity reports • Look at the competition • Add negatives
  19. 19. #pubcon Ads • Headlines • Call to Action • Fix disapproved • New format
  20. 20. #pubcon Ads • Do you have an end date on your ad tests? • Watch your dynamic keyword insertion and ad variations • Use the ad preview tool
  21. 21. #pubcon Extensions • Use all available to you that make sense • Don’t want foot traffic? • More than one location?
  22. 22. #pubcon Extensions • Check for disapprovals • Make sure URLs are current
  23. 23. #pubcon Landing Page • Make sure it’s in the right place • Make sure the URL didn’t change • Check content guidelines
  24. 24. #pubcon KPI’s • Are you tracking? • Do you have your baseline? • Are you tracking too many KPI’s?
  25. 25. #pubcon KPI’s • According to Hubspot, only 53% of companies track their marketing ROI
  26. 26. #pubcon KPI’s • On average, conversions in an AdWords account come from 9% of the keywords • Useless 91% of keywords eat up 61% of ad spend • Get rid of the keyword and ad drains
  27. 27. #pubcon Running the Audit • Come up with a scoring system • Schedule audits • Use a guide online, a tool, or a spreadsheet to manage your audits • Use your tools
  28. 28. #pubcon Running the Audit • Maximize the latest updates • Follow trend analysis – What happens seasonally? – What happened last year? – Forecast
  29. 29. #pubcon Final Thoughts
  30. 30. #pubcon Step back to move forward. • Look at the big picture • Think about your customer
  31. 31. #pubcon Don’t be afraid of specificity. • Get granular about ad groups, keywords, landing pages and content, offers, calls to action
  32. 32. #pubcon Reacquaint yourself. • Enhanced campaigns have changed some functionality • Check the reporting, settings, and updates to campaigns

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