The document outlines strategies for conducting a PPC audit, focusing on key metrics like impression share and click-through rates. It discusses when to take action versus when to observe based on campaign performance and conversion tracking. The content emphasizes the importance of budgets, bidding strategies, and identifying hidden settings that can affect ad performance.

1. #PSAC20 @navahf navah@Hennessey.com
The Quintessential PPC Audit
Navah Hopkins – Director of Paid Media –
Hennessey Digital

2. #PSAC20 @navahf navah@Hennessey.com
Agenda
Guiding Metrics
When To Act vs. To Watch
Hidden Settings
Navah Hopkins

3. #PSAC20 @navahf navah@Hennessey.com
Guiding Metrics

4. #PSAC20 @navahf navah@Hennessey.com
Impression Share: Of All Available
Impressions, How Many Are You Getting?
Based on 2973 accounts with at least $.01 in search spend
Average
impression
share is 47%

5. #PSAC20 @navahf navah@Hennessey.com
Losing Impression Share To Rank
Bid
CTR
Ad
Relevance
• Bids will influence this the
most – go aggressive in the
beginning to build CTR!
• Keyword relevance allows for
close variants – don’t fall into
the SKAG trap!

6. #PSAC20 @navahf navah@Hennessey.com
Losing Impression Share To Budget
Bid/Bidding
Strategy
Conversions
Goals
• Budgets should be able to fit
at least 10 clicks in a day (less
than that and your campaign
has low probability to be
profitable).
• If you’re getting a lot of
conversions for your spend,
ad networks will try to get you
more!

7. #PSAC20 @navahf navah@Hennessey.com
Impression Share Puts Market Potential &
Activity Into Perspective

8. #PSAC20 @navahf navah@Hennessey.com
Ads Not Showing:
Understanding Why
An Approved Ad Isn’t
Serving

9. #PSAC20 @navahf navah@Hennessey.com
Rank: Underbidding Or Quality Score

10. #PSAC20 @navahf navah@Hennessey.com
Keyword Conflict: Either By Match-Type Or
Syntax, You’re Bidding Against Yourself

11. #PSAC20 @navahf navah@Hennessey.com
Targeting: Not Always A Bad Thing – This Means
Queries Could Cause Your Ad To Show, But Settings
Prevent It

12. #PSAC20 @navahf navah@Hennessey.com
Click Through Rate In Relation To Conversion
Rate

13. #PSAC20 @navahf navah@Hennessey.com
High CTR + Low Conversion Rate = Landing
Page & Search Term Audit

14. #PSAC20 @navahf navah@Hennessey.com
Low CTR + High Conversion Rate = Audit Ads
& Keyword Match Types

15. #PSAC20 @navahf navah@Hennessey.com
Low CTR + Low Conversion Rate = Focus On
Keywords/Targets First, Then Adapt Optimize Ads

16. #PSAC20 @navahf navah@Hennessey.com
When To Act Vs Watch

17. #PSAC20 @navahf navah@Hennessey.com
New Campaigns Take 2-6 Weeks To Ramp Up
Dependent On Spend

18. #PSAC20 @navahf navah@Hennessey.com
Seeing Wasteful Search Terms: Act! Add
Negatives!

19. #PSAC20 @navahf navah@Hennessey.com
Seeing Interesting (& Converting) Terms:
Wait! Only Add New Keywords If They’re A
Better Bet Than Your Existing Ones!

20. #PSAC20 @navahf navah@Hennessey.com
No Conversions: Act! Check Your Conversion
Tracking Settings & Whether The Code Was Applied
Correctly!

21. #PSAC20 @navahf navah@Hennessey.com
“Learning” Status: Wait! Your Bidding Strategy
Needs At Least 5 Days Of No Budget/Bid
Strategy Changes

22. #PSAC20 @navahf navah@Hennessey.com
No Metrics, But All Approved/Eligible: Act! Adjust
Bidding Strategies, Negative Conflicts, & Targets!

23. #PSAC20 @navahf navah@Hennessey.com
Hidden Settings

24. #PSAC20 @navahf navah@Hennessey.com
Auto-Applied Ads/Extensions

25. #PSAC20 @navahf navah@Hennessey.com
Did You Intend To Start A “Smart Campaign”?

26. #PSAC20 @navahf navah@Hennessey.com
Choosing Bidding Strategies

27. #PSAC20 @navahf navah@Hennessey.com
Hidden “Conversions” In Click Segments

28. #PSAC20 @navahf navah@Hennessey.com
Questions?