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PPC Auditing
Developing & Maintaining a Successful
Framework
Courtney Herda
President
Smarter Searches
Today You Will Learn
• The How’s and Why’s of Creating a PPC
Auditing Framework
• Direct Tips on How to Assess your Accoun...
CEO of Smarter Searches
9 years managing PPC and SEO in house and at
the agency level
About Me
Agenda
• Why Conduct an Audit?
• Audit Goals and Objectives
• The PPC Auditing Process
• Auditing Landing Pages
• Maintain...
Why Conduct an Audit?
• Creating consistency when onboarding
new clients
• Reviewing old/existing clients
• Identifying mi...
Audit Goals and Objectives
-Aligning Campaigns with Business
Objectives
-Reviewing KPIs
-Identifying and Fixing Tracking i...
The PPC Auditing Process
Structure
• Campaign structure
• Ad Group Structure
• Ad group/keyword themes
• Match type strate...
Settings – Don’t Mess this Part Up!
Did you accidentally opt into the display
network?
More Settings
Language
Location
Day Parting
Ad Rotation
Budget Pacing
Bidding Strategy
Optimize bid adjustments for location and
device
Check keyword bids
Quality score reporting
Keywords
Run search query report (All Keywords) for
opportunities
More Keyword Strategies
Check your match types
Make sure keywords match up with goals
and objectives
Add negatives
Ad Copy
• SPELL CHECK
• Are there at least 2-3 variations for each
ad group?
• Is there a dedicated mobile ad?
• Do they h...
Ad Extensions
• Is all information accurate?
• Has everything been migrated correctly to
work with enhanced campaigns?
– D...
Auditing Landing Pages
• No 404!
• Optimize pages for conversions
• Create a landing page testing plan
• Comply with edito...
Maintain the Framework
• You will get faster with time.
• Platforms and software can make the
process easier
• Don’t be af...
What’s Next?
• Determine frequency
– Budget, staffing, scope of account
• Make sense of the data to recommend
actionable c...
Move The Needle
Move The Needle
Go step by step through at least one
campaign and complete the auditing
process. Start with client goals t...
-Audits should be used on new & existing accounts
-Focus on big picture goals first then go step by
step through each sect...
www.onlinemarketinginstitute.org
Thank You!
Learn more at
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Developing a PPC Auditing Framework

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Developing a PPC Auditing Framework

  1. 1. PPC Auditing Developing & Maintaining a Successful Framework Courtney Herda President Smarter Searches
  2. 2. Today You Will Learn • The How’s and Why’s of Creating a PPC Auditing Framework • Direct Tips on How to Assess your Account • How to maintain the progress
  3. 3. CEO of Smarter Searches 9 years managing PPC and SEO in house and at the agency level About Me
  4. 4. Agenda • Why Conduct an Audit? • Audit Goals and Objectives • The PPC Auditing Process • Auditing Landing Pages • Maintaining the Framework Momentum
  5. 5. Why Conduct an Audit? • Creating consistency when onboarding new clients • Reviewing old/existing clients • Identifying mistakes or opportunities
  6. 6. Audit Goals and Objectives -Aligning Campaigns with Business Objectives -Reviewing KPIs -Identifying and Fixing Tracking issues
  7. 7. The PPC Auditing Process Structure • Campaign structure • Ad Group Structure • Ad group/keyword themes • Match type strategy • Branded/non-branded campaigns
  8. 8. Settings – Don’t Mess this Part Up! Did you accidentally opt into the display network?
  9. 9. More Settings Language Location Day Parting Ad Rotation Budget Pacing
  10. 10. Bidding Strategy Optimize bid adjustments for location and device Check keyword bids Quality score reporting
  11. 11. Keywords Run search query report (All Keywords) for opportunities
  12. 12. More Keyword Strategies Check your match types Make sure keywords match up with goals and objectives Add negatives
  13. 13. Ad Copy • SPELL CHECK • Are there at least 2-3 variations for each ad group? • Is there a dedicated mobile ad? • Do they have clear calls to action? • Are all landing pages functional and landing on the right page?
  14. 14. Ad Extensions • Is all information accurate? • Has everything been migrated correctly to work with enhanced campaigns? – Do sitelinks have descriptions? • Test additional extensions
  15. 15. Auditing Landing Pages • No 404! • Optimize pages for conversions • Create a landing page testing plan • Comply with editorial guidelines (privacy and user terms) • If there are problems, contact Google or Bing immediately to solve issues
  16. 16. Maintain the Framework • You will get faster with time. • Platforms and software can make the process easier • Don’t be afraid to set up automated rules • Schedule reports • Schedule audits and be consistent
  17. 17. What’s Next? • Determine frequency – Budget, staffing, scope of account • Make sense of the data to recommend actionable changes • Look at the big picture • Budget recommendations? New opportunities?
  18. 18. Move The Needle
  19. 19. Move The Needle Go step by step through at least one campaign and complete the auditing process. Start with client goals then evaluate Structure, Settings, Keywords, Ad Copy, Extensions, and Landing Pages. Fix errors, update outdated information, come up with new areas of potential and growth. Audit At Least One Campaign
  20. 20. -Audits should be used on new & existing accounts -Focus on big picture goals first then go step by step through each section -Don’t forget to analyze conversion and landing page performance -Fix errors immediately then come up with new ideas Key Takeaways
  21. 21. www.onlinemarketinginstitute.org Thank You! Learn more at

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