SMX Melbourne 2012 - Auditing PPC Campaigns - Leigh Hanney

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Fast ways to give your AdWords accounts a Health Check

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SMX Melbourne 2012 - Auditing PPC Campaigns - Leigh Hanney

  1. 1. The PPC health check Auditing PPC Campaigns How to perform a quick check-up of your pay-per-click campaigns to help diagnose performance issues and potential problems.LEIGH HANNEYYennah Consulting @leighhanney
  2. 2. What is a ‘Paid Search Health Check’?• It’s a high level assessment of an Account OR an individual Campaign against a predefined set of KPI’s.• It IS NOT a full account audit. It’s purpose it to uncover potential inefficiencies and areas for improvement.• Depending on the size of your account a Health Check could be completed in ~ 30 minutes.• A full PPC Audit could take days if it’s a large complex account and a competitive vertical.A Health Check highlights potential problem areas and helps prioritiseA Health Check highlights potential problem areas and helps prioritiseoptimisation tasks.optimisation tasks. @leighhanney
  3. 3. Why do one?Because…•We (humans) make mistakes.•Google (Yahoo, Bing) are not your friend. They really don’t care if theyspend your budget wisely, they’ll simply spend within the boundaries weset for them.You run a regular Health Check because it’s your responsibility to ensure thatYou run a regular Health Check because it’s your responsibility to ensure thatcampaign budgets are being spent wisely, not Google’s.campaign budgets are being spent wisely, not Google’s. @leighhanney
  4. 4. Who should do it?• Someone else• Internal (co-worker, team leader, mentor)• External (agency, consultant)Don’t check accounts you already work on personally. Get someone else to do it.Don’t check accounts you already work on personally. Get someone else to do it. @leighhanney
  5. 5. When should you do it?• An existing account is handed to you (agency).• You start a new SEM Job (in-house).• Not happy with current performance (agency or in-house).But…• Don’t wait until the sh*t hits the fan.• An account Health Check is there to help pinpoint areas that should be given more attention.• It should actually make your job easier!• Use a health check as a tool to inform the work schedule for the account or accounts you manage.Get in the habit of running ‘Health Checks’ every 3 months (quarterly review)Get in the habit of running ‘Health Checks’ every 3 months (quarterly review) @leighhanney
  6. 6. What should you look for?• It’s easy to find ‘things’ that can be done better.• It’s much harder to find ‘the things’ that, when fixed, will lead to improved performance.• When running a Health Check always assess priorities and potential issues within the context of account goals and KPI’s.Always audit with campaign Goals and KPI’s in mind.Always audit with campaign Goals and KPI’s in mind. @leighhanney
  7. 7. The Health Check
  8. 8. The Health CheckThe Heath Check Goals1.In a short amount of time gain insight into the specific areas of anaccount that require further attention.2.Build out a list of tactical next steps that will take the account to the nextlevel.The Account Goals1.Understand the goals of the business being promoted and anyoperational constraints.Tools you’ll need1.AdWords Editor (+ filters)2.Excel / Google Docs @leighhanney
  9. 9. Campaign and Ad Group Settings• Campaign level settings are easy to get wrong or forget about…• Always run through and sense check the individual settings for each campaign.Review individual campaign setting against overall account goals and ensure theReview individual campaign setting against overall account goals and ensure thetwo are aligned.two are aligned. @leighhanney
  10. 10. Quality Score Distribution• How many impressions are being served with QS above 7*• QS Impression Distribution can tell us how much opportunity there is to improve an account.* In some verticals a QS of 5 or 6 may be ‘as good as it gets!’ @leighhanney
  11. 11. Match Type DistributionPoor use of match types generally = ‘lazy’ account management + missedPoor use of match types generally = ‘lazy’ account management + missedopportunities.opportunities. @leighhanney
  12. 12. KPI AnalysisIf the majority of keywords are not achieving CPA goals, massive opportunity forIf the majority of keywords are not achieving CPA goals, massive opportunity foroverall improvement.overall improvement. @leighhanney
  13. 13. Ad Group Analysis: # KeywordsNumber of Active KeywordsNumber of Active Ad Groups= Average Keywords per Ad GroupToo many Keywords per Ad Group suggests that relevancy may be an issue.Too many Keywords per Ad Group suggests that relevancy may be an issue. @leighhanney
  14. 14. Ad Group Analysis: # Text AdsCalculate the average number of ‘active’ ads per ad group.•2.5 – 3 Ads per group is a good start for higher volume Ad Groups•Less that two ads per ad group could signify a lack of creative testing.•Too many ads could signify not enough focus.Think of the average number of active ads per group as a quality indicator.Think of the average number of active ads per group as a quality indicator. @leighhanney
  15. 15. Check-list: Pulling it all together @leighhanney
  16. 16. AdWords Settings that Could Cost You Money! @leighhanney
  17. 17. Check Your Web Analytics DataWhy: Indicates the quality of the search traffic & can help highlightpotential issues.Check:-Bounce rates-Landing Pages-Pages per Visit-Visit Duration-% New VisitsCheck web analytics metrics to quickly determine how PPC traffic compares toCheck web analytics metrics to quickly determine how PPC traffic compares toother channels from a quality and engagement perspective.other channels from a quality and engagement perspective. @leighhanney
  18. 18. Thank you!LEIGH HANNEYYennah Consultingleigh@yennah.com@leighhanney @leighhanney

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