PPC Audits in 2020
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This document summarizes a presentation about conducting a paid search audit. It discusses key metrics to examine like impression share and reasons for losing impressions. It also covers when to make changes to campaigns versus letting them run. Hidden settings that could impact campaigns are outlined as well as lessons from COVID-19 like automated bidding struggling and adjusting messaging. The presentation provides an overview of important aspects to evaluate when auditing paid search campaigns.
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PPC Audits in 2020
- 1. #HoustonIMA @navahf navah@Hennessey.com The Quintessential PPC Audit Navah Hopkins – Director of Paid Media – Hennessey Digital
- 2. #HoustonIMA @navahf navah@Hennessey.com Agenda Guiding Metrics When To Act vs. To Watch Hidden Settings Covid-19 Lessons Navah Hopkins Director of Paid Media
- 4. #HoustonIMA @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. #HoustonIMA @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. #HoustonIMA @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. #HoustonIMA @navahf navah@Hennessey.com Impression Share Puts Market Potential & Activity Into Perspective
- 8. #HoustonIMA @navahf navah@Hennessey.com Ads Not Showing: Understanding Why An Approved Ad Isn’t Serving
- 9. #HoustonIMA @navahf navah@Hennessey.com Rank: Underbidding Or Quality Score
- 10. #HoustonIMA @navahf navah@Hennessey.com Keyword Conflict: Either By Match-Type Or Syntax, You’re Bidding Against Yourself
- 11. #HoustonIMA @navahf navah@Hennessey.com Targeting: Not Always A Bad Thing – This Means Queries Could Cause Your Ad To Show, But Settings Prevent It
- 12. #HoustonIMA @navahf navah@Hennessey.com Click Through Rate In Relation To Conversion Rate
- 13. #HoustonIMA @navahf navah@Hennessey.com High CTR + Low Conversion Rate = Landing Page & Search Term Audit
- 14. #HoustonIMA @navahf navah@Hennessey.com Low CTR + High Conversion Rate = Audit Ads & Keyword Match Types
- 15. #HoustonIMA @navahf navah@Hennessey.com Low CTR + Low Conversion Rate = Focus On Keywords/Targets First, Then Adapt Optimize Ads
- 16. #HoustonIMA @navahf navah@Hennessey.com When To Act Vs Watch
- 17. #HoustonIMA @navahf navah@Hennessey.com New Campaigns Take 2-6 Weeks To Ramp Up Dependent On Spend
- 18. #HoustonIMA @navahf navah@Hennessey.com Seeing Wasteful Search Terms: Act! Add Negatives!
- 19. #HoustonIMA @navahf navah@Hennessey.com Seeing Interesting (& Converting) Terms: Wait! Only Add New Keywords If They’re A Better Bet Than Your Existing Ones!
- 20. #HoustonIMA @navahf navah@Hennessey.com No Conversions: Act! Check Your Conversion Tracking Settings & Whether The Code Was Applied Correctly!
- 21. #HoustonIMA @navahf navah@Hennessey.com “Learning” Status: Wait! Your Bidding Strategy Needs At Least 5 Days Of No Budget/Bid Strategy Changes
- 22. #HoustonIMA @navahf navah@Hennessey.com No Metrics, But All Approved/Eligible: Act! Adjust Bidding Strategies, Negative Conflicts, & Targets!
- 23. #HoustonIMA @navahf navah@Hennessey.com Hidden Settings
- 24. #HoustonIMA @navahf navah@Hennessey.com Auto-Applied Ads/Extensions
- 25. #HoustonIMA @navahf navah@Hennessey.com Did You Intend To Start A “Smart Campaign”?
- 26. #HoustonIMA @navahf navah@Hennessey.com Choosing Bidding Strategies
- 27. #HoustonIMA @navahf navah@Hennessey.com Hidden “Conversions” In Click Segments
- 28. #HoustonIMA @navahf navah@Hennessey.com Covid-19 Updates
- 29. #HoustonIMA @navahf navah@Hennessey.com Automated Bidding Struggled To Rebound 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Target CPA Max Conversions Max Clicks Manual Pre and Post Covid Impression Share (Feb 2020 vs May 2020) Pre Covid Impression Share Post Covid Impression Share Based on 20 ad accounts with at least $5k in spend in both months
- 30. #HoustonIMA @navahf navah@Hennessey.com Running Manual For Two Weeks Helped Auto Bidding Bounce Back
- 31. #HoustonIMA @navahf navah@Hennessey.com Phrase Match Lost Some Stock 0 5 10 15 20 25 True Exact Exact Via Phrase Exact Via Broad Q2 2020 Conversions Mover Conversions Rigging Conversions $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 Exact Avg CPC Phrase Avg CPC Broad Avg CPC Q2 2020 Avg CPC Mover Rigging
- 32. #HoustonIMA @navahf navah@Hennessey.com Check Your Keyword Assumptions At The Local Level: Search Trends Change!
- 33. #HoustonIMA @navahf navah@Hennessey.com Audit Your Messaging!
- 34. #HoustonIMA @navahf navah@Hennessey.com Resources To Be Aware Of: • Google’s Covid Resources: resources ranging from ad credits to hosting solutions. • SBA: PPP Loan, EIDL, and resource partners • SBDC Resources: webinars, regional resources, and other assists to operations • Mental Health: resources (mostly free) for caregivers, frontline workers, and the rest of us to cope.
- 35. #HoustonIMA @navahf navah@Hennessey.com Thank you! Questions?