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PPC Audit Sample & AdWords Review from Markitors

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Markitors aggregates all of the top PPC audit and analysis tools in one place for a comprehensive PPC audit. Here’s a PPC Audit sample outlining the key areas of our PPC audits. To initiate a PPC audit for your business, email brett@markitors.com or visit http://markitors.com/ppc-audit.

Published in: Marketing

PPC Audit Sample & AdWords Review from Markitors

  1. 1. WHAT’S INCLUDED IN THIS AUDIT? The PPC Audit we’ve performed for ABC Co. evaluated the most important factors that impact your pay per click marketing performance. In the evaluation process we determined which issues would be most important for your consideration as it relates to a prioritized action plan. In this report we only present the issues we believe will likely bring the most efficient results moving forward. The report is organized by the sections we believe have the most impact on your PPC results. At the end of the report you’ll find our prioritized action plan and strategy to improve the PPC marketing efforts for ABC Co.. OVERVIEW // PPC AUDIT + STRATEGY // ADVERTISING & COMPETITOR RESEARCH - Competitors’ best keywords, ad strategies and budget. // WASTED SPEND - How much money could be saved with a few actions. // QUALITY SCORE OPTIMIZATION - How Quality Score is impacting rankings and costs. // CLICK THROUGH RATE (CTR) - Factors impacting your CTR results. // ACCOUNT ACTIVITY - Best practices within your PPC account. // TEXT AD OPTIMIZATION - How ad text impacts clicks, CTR and ad ranking. // LONG TAIL KEYWORD OPTIMIZATION - How long-tail keywords can achieve a higher ROI. // IMPRESSION SHARE OPTIMIZATION - How often your ads appear for relevant searches. // LANDING PAGE OPTIMIZATION - How effectively you’re converting clicks into sales. // MOBILE ADVERTISING - Maximize opportunity with mobile ads.
  2. 2. PPC AUDIT: ADVERTISING & COMPETITOR RESEARCH HERE ARE THE KEY TAKEAWAYS: » Top competitors on average are spending $1,300 a month on PPC marketing » ABC Co. spends about $100 per month - less than what competitors spend in three days » Top competitors on average are targeting 145 nonprofit related keywords per month » ABC Co. is targeting 38 keywords - almost a fourth of competitor reach » Top competitors on average are getting 940 clicks a month to their site » ABC Co. is getting about 33 visits per month - 3.5% of competitor traffic » Top competitors on average are spending $1.38 per click » ABC Co. is paying about $3.03 per click, largely due to a higher than average ad position
  3. 3. TOP LANDING PAGE FOR THE COMPETITOR: competitor.com YOUR COMPETITION:
  4. 4. » KEY STATS : Estimated Monthly Budget: $1,146 : Total Paid Keywords: 170 : Estimated Monthly PPC Clicks: 849 » TOP 10 PAID KEYWORDS : top competitor paid keyword - $3.63 / click : top competitor paid keyword - $3.39 / click : top competitor paid keyword - $0.78 / click : top competitor paid keyword - $6.21 / click : top competitor paid keyword - $7.40 / click : top competitor paid keyword - $4.34 / click : top competitor paid keyword - $1.18 / click : top competitor paid keyword - $7.12 / click : top competitor paid keyword - $5.31 / click : top competitor paid keyword - $0.78 / click * See Excel spreadsheet for full list of keywords » ADS : Average Ad Position: 6.29 : Average Cost Per Click: $1.35 : Ad History: 3 years, 4 months competitor.com YOUR COMPETITION:
  5. 5. TOP LANDING PAGE FOR THE COMPETITOR: competitor.com YOUR COMPETITION:
  6. 6. » KEY STATS : Estimated Monthly Budget: $1,146 : Total Paid Keywords: 170 : Estimated Monthly PPC Clicks: 849 » TOP 10 PAID KEYWORDS : top competitor paid keyword - $3.63 / click : top competitor paid keyword - $3.39 / click : top competitor paid keyword - $0.78 / click : top competitor paid keyword - $6.21 / click : top competitor paid keyword - $7.40 / click : top competitor paid keyword - $4.34 / click : top competitor paid keyword - $1.18 / click : top competitor paid keyword - $7.12 / click : top competitor paid keyword - $5.31 / click : top competitor paid keyword - $0.78 / click * See Excel spreadsheet for full list of keywords » ADS : Average Ad Position: 6.29 : Average Cost Per Click: $1.35 : Ad History: 3 years, 4 months competitor.com YOUR COMPETITION:
  7. 7. TOP LANDING PAGE FOR THE COMPETITOR: competitor.com YOUR COMPETITION:
  8. 8. » KEY STATS : Estimated Monthly Budget: $1,146 : Total Paid Keywords: 170 : Estimated Monthly PPC Clicks: 849 » TOP 10 PAID KEYWORDS : top competitor paid keyword - $3.63 / click : top competitor paid keyword - $3.39 / click : top competitor paid keyword - $0.78 / click : top competitor paid keyword - $6.21 / click : top competitor paid keyword - $7.40 / click : top competitor paid keyword - $4.34 / click : top competitor paid keyword - $1.18 / click : top competitor paid keyword - $7.12 / click : top competitor paid keyword - $5.31 / click : top competitor paid keyword - $0.78 / click * See Excel spreadsheet for full list of keywords » ADS : Average Ad Position: 6.29 : Average Cost Per Click: $1.35 : Ad History: 3 years, 4 months competitor.com YOUR COMPETITION:
  9. 9. TOP LANDING PAGE FOR THE COMPETITOR: competitor.com YOUR COMPETITION:
  10. 10. » KEY STATS : Estimated Monthly Budget: $1,146 : Total Paid Keywords: 170 : Estimated Monthly PPC Clicks: 849 » TOP 10 PAID KEYWORDS : top competitor paid keyword - $3.63 / click : top competitor paid keyword - $3.39 / click : top competitor paid keyword - $0.78 / click : top competitor paid keyword - $6.21 / click : top competitor paid keyword - $7.40 / click : top competitor paid keyword - $4.34 / click : top competitor paid keyword - $1.18 / click : top competitor paid keyword - $7.12 / click : top competitor paid keyword - $5.31 / click : top competitor paid keyword - $0.78 / click * See Excel spreadsheet for full list of keywords » ADS : Average Ad Position: 6.29 : Average Cost Per Click: $1.35 : Ad History: 3 years, 4 months competitor.com YOUR COMPETITION:
  11. 11. TOP LANDING PAGE FOR THE COMPETITOR: competitor.com YOUR COMPETITION:
  12. 12. » KEY STATS : Estimated Monthly Budget: $1,146 : Total Paid Keywords: 170 : Estimated Monthly PPC Clicks: 849 » TOP 10 PAID KEYWORDS : top competitor paid keyword - $3.63 / click : top competitor paid keyword - $3.39 / click : top competitor paid keyword - $0.78 / click : top competitor paid keyword - $6.21 / click : top competitor paid keyword - $7.40 / click : top competitor paid keyword - $4.34 / click : top competitor paid keyword - $1.18 / click : top competitor paid keyword - $7.12 / click : top competitor paid keyword - $5.31 / click : top competitor paid keyword - $0.78 / click * See Excel spreadsheet for full list of keywords » ADS : Average Ad Position: 6.29 : Average Cost Per Click: $1.35 : Ad History: 3 years, 4 months competitor.com YOUR COMPETITION:
  13. 13. TOP LANDING PAGE FOR ABC Co.: abcco.com YOU:
  14. 14. » KEY STATS : Estimated Monthly Budget: $1,146 : Total Paid Keywords: 170 : Estimated Monthly PPC Clicks: 849 » TOP 10 PAID KEYWORDS : top paid keyword - $3.63 / click : top paid keyword - $3.63 / click : top paid keyword - $3.63 / click : top paid keyword - $3.63 / click : top paid keyword - $3.63 / click : top paid keyword - $3.63 / click : top paid keyword - $3.63 / click : top paid keyword - $3.63 / click : top paid keyword - $3.63 / click : top paid keyword - $3.63 / click * See Excel spreadsheet for full list of keywords » ADS : Average Ad Position: 6.29 : Average Cost Per Click: $1.35 : Ad History: 3 years, 4 months abcco.com YOU:
  15. 15. com petitor 1 com petitor 2 com petitor 4 com petitor 3 COMPETITIVE ANALYSIS com petitor 5 Monthly Budget ABC Co. # of Paid Keywords # of Monthly Clicks Average Ad Position Average CPC $100 $1,146 $1,760 $960 $1,590 $1,050 38 170 261 78 122 94 33 849 1,340 788 975 748 3.78 6.29 7.39 7.29 6.74 9.18 $3.03 $1.35 $1.31 $1.21 $1.63 $1.40
  16. 16. COMPETITIVE RECOMMENDATIONS » We have provided you with a list of keywords that your competitors buy, but that you currently don’t. Our Buy Recommendation list includes 48 keywords related to TARGET INDUSTRY NAME. The list also includes our bid recommendations for each keyword, and your expected daily costs and daily traffic for each keyword. We recommend building out new campaigns targeting these keywords. We estimate that if you target all 48 of these keywords, you will spend approximately $1,000 to generate 826 clicks at about $1.21 per click. This will increase your monthly budget to $1,100 to generate about 859 visits. You will be targeting 86 keywords in your campaign. All of these numbers - budget, visits, and keywords - are consistent with what we found from the top competitors in your industry. Next month, your competitive chart could look like this: Monthly Budget ABC Co. # of Paid Keywords # of Monthly Clicks Average Ad Position Average CPC $1,100 $1,146 $1,760 $960 $1,590 $1,050 86 170 261 78 122 94 859 849 1,340 788 975 748 6.5 6.29 7.39 7.29 6.74 9.18 $1.28 $1.35 $1.31 $1.21 $1.63 $1.40 COMP. 1 COMP. 2 COMP. 3 COMP. 4 COMP. 5
  17. 17. PPC AUDIT: ADWORDS AUDIT HERE ARE THE KEY AREAS OF FOCUS ON THIS NEXT SECTION: » Wasted spend » Quality Score Optimization » Click Through Rate Optimization » Account Activity » Text Ad Optimization » Long Tail Keyword Optimization » Impression Share Optimization » Landing Page Optimization » Mobile Advertising OVERALL SCORE
  18. 18. SUMMARY OF AUDIT FINDINGS: Wasted Spend is calculated by tracking the number of negative keywords you have created in the last 90 days and projecting how much money could be saved by adding additional negative keywords every month. Negative keywords are an absoulte must, especially if you have broad and modified broad match keywords. AUDIT // WASTED SPEND You’re falling behind similar advertisers, who added an average of 56 keywords in the last month. You have 0 negative keywords added to your account. Your industry average is 45 negative keywords. The lack of keywords on your account has resulted in $32.73 wasted in the last 90 days, and is projected to waste $130.93 in the next year. WHAT IS WASTED SPEND? RECOMMENDATION: You seem to be wasting a significant portion of your AdWords budget. Start adding negative keywords now to get more value out of PPC. For example, if you’d like to exclude a segment of customers from your campaigns, consider adding negative keywords like “KEYWORD” and “KEYWORD” to your ad groups.
  19. 19. SUMMARY OF AUDIT FINDINGS: Quality Score is a measure of the relevance of your keywords, used to ensure that Google users see relevant ads and have a positive experience. The factors that determine your Quality Score are: // The Click Through Rate (CTR) of the keyword and matched ad // The relevance of the keyword and ad to the search query // The relevance of the keyword to its ad group // The CTR of the display URLs in the ad group // The quality of your landing page. AUDIT // QUALITY SCORE Raising your Quality Scores could help you achieve higher ROI. Your quality score is 6.2. We recommend that you target a score of 7.0 or higher. By improving your Quality Score by 1.0, you can save $10.26, or get 3 more clicks / month. WHAT IS QUALITY SCORE? RECOMMENDATION: Higher Quality Scores will increase your impressions and lower your costs. Splitting ad groups, finding more targeted keywords and testing different ad text will improve your Quality Scores. So will creating specific landing pages for specific keywords.
  20. 20. AUDIT // QUALITY SCORE RECOMMENDATION: You don’t have any keywords that are less than a 4, which is great! Focus on improving keywords that have a quality score of 4, 5 or a 6. Evaluate the keyword and ask yourself: - Is this keyword included in my ad? - Is this keyword including in my landing page? - Is there a keyword that is more targeted? Improve the quality score of your keywords by: - Testing different ad text in your ad - Splitting keywords into different ad groups - Building a landing page that includes the keyword - Pausing the keyword and selecting more key- words to test
  21. 21. SUMMARY OF AUDIT FINDINGS: Click through rate (CTR) is a ratio of the number of people who click your ad to the total number of times your ad is shown (impressions). This data is then aggregated for all the ads in your account to calculate an overall click through rate. AUDIT // CLICK THROUGH RATE Your CTRs are pretty good, but it looks like your keywords and ads could be better targeted. Your Account CTR is 1.82% with an average position of 3.69. If you increased your CTR to 3.44%, you could expect 1 more clicks or 1 more conversions a month. WHAT IS CLICK THROUGH RATE (CTR)? RECOMMENDATION: Increasing your click-through rates would drive more traffic and improve your Quality Scores. To raise CTRs, try finding more targeted keywords, using negatives, and updating your ad text.
  22. 22. SUMMARY OF AUDIT FINDINGS: Account activity is a measure of how frequently you made changes in the past 30 days to key areas of your AdWords account, including campaigns, keywords, ad groups, ad text and placements. AUDIT // ACCOUNT ACTIVITY You may be neglecting your account and losing ground to competitors in the process. You made 28 updates to your ad text in this quarter, but haven’t made any updates in the last month. You’ve made 15 keyword updates in the last quarter, including 4 in the last 30 days. You’ve added 2 new campaigns this quarter as well. You’re actively devoting time to working on your account - this is good news for your campaigns! WHAT IS ACCOUNT ACTIVITY? RECOMMENDATION: Your campaigns will suffer if you’re not actively working on your account, logging in almost every day. Do you have the time and resources necessary to keep your campaigns running smoothly?
  23. 23. SUMMARY OF AUDIT FINDINGS: Specific, targeted ads tend to get better rankings and higher click-through rates. So it’s important to write a unique ad for each keyword. In fact, best practices dictate writing multiple text ads for each keyword - you can then test which of your ad versions performs best. Writing and testing multiple ads will have a strong positive impact on CTRs and Quality Scores, so your ads get more exposure, without you having to raise your bids. AUDIT // TEXT AD OPTIMIZATION You’ve written a fair amount of ads, but writing more targeted ads will go a long way toward improving results. You have 36 active text ads in your account, which is above the industry benchmark of 20 ads. You also have about 4 text ads per ad group, which is above the industry benchmark of 2.5. Nice job! Your best ads are performing slightly better than expected given their average position, but your worst ads are not performing near the expected CTR’s. WHAT IS TEXT AD OPTIMIZATION? RECOMMENDATION: To get the most out of PPC, target your weakest ads and replace them with new and relevant text ads that feature compelling text and keywords from your ad groups.
  24. 24. SUMMARY OF AUDIT FINDINGS: Long-tail keywords are longer, more specific keyword phrases, usually containing three or more words. They have low to medium search volume individually, but overall, long-tail keywords account for most of search engine traffic. By leveraging long-tail keywords in your PPC campaigns, you can achieve a higher ROI, since long-tail keywords are less competitive and therefore less costly. AUDIT // LONG-TAIL KEYWORDS You’ve done a good job incorporating more targeted, long- tail keywords into your campaign. 99% of your long-tail ad impressions come from keywords with 3 or more words. 1% of your search impressions come 2 word keywords, which are your “ABC Co.” branded search terms. WHAT ARE LONG-TAIL KEYWORDS? RECOMMENDATION: By adding more long-tail keywords to your account, you could further improve CTRs and conversion rates while lowering your costs. Start finding more long-tail keywords...
  25. 25. SUMMARY OF AUDIT FINDINGS: Impression share is a measure of how often your ads are appearing for searches that are relevant. This metric is a ratio of the number of times your ad is shown (impressions) to the total number of times your ad was eligble to appear based on its relevancy to a search. A low impression share means that something is going wrong in your campaign and causing you to lose out on potential opportunities to appear to qualified searchers. AUDIT // IMPRESSION SHARE Raising your impression share would increase your exposure and bring in more leads. You’re losing 3% of your impression share due to Ad Rank. The good news is that you’re not losing any impression share due to your budget. WHAT IS IMPRESSION SHARE OPTIMIZATION? RECOMMENDATION: You need to troubleshoot your relatively low impression share. The problem could be low budget, low Quality Scores, poor targeting or all three.
  26. 26. SUMMARY OF AUDIT FINDINGS: Landing pages are where you convert clicks into sales. Without effective landing pages, your PPC ROI will suffer. Features of a strong landing page include: - Clear relevance to the keyword, the ad and the ad group. - Concise copy and a clean, visual layout - A clear call to action - A well-designed form that leads the visitor to take the next step. Poor or generic landing pages can harm your Quality Score as well as your conversion rates, so it’s important to create specific landing pages for each ad group. AUDIT // LANDING PAGE You’ve created a fair amount of landing pages, but more and better landing pages will go a long way toward improving results. You have created 3 different landing pages, which is a fair amount. The benchmark in your industry is about 5 landing pages, which enable advertisers to better convert leads and improve their Quality Score to reduce their advertising cost. WHAT IS LANDING PAGE OPTIMIZATION? RECOMMENDATION: You need to create more landing pages to get more out of PPC. Make sure you have a unique landing page for each ad group. Then test your landing pages to boost conversion rates.
  27. 27. SUMMARY OF AUDIT FINDINGS: Mobile searches continue to grow at a rapid pace and are set to outpace desktop searches in the near future. Mobile searches often have higher action intent, convert quickly with 55% taking action within 1 hour, and typically cost less per click than desktop searches. AUDIT // MOBILE ADVERTISING You’re missing out on opportunities to optimize for your mobile ad performance. : 0 of your 9 ad groups have mobile text ads set up : 0 of your 2 campaigns have mobile site- link extension set up : 0 of your 2 campaigns have mobile call extension set up. WHY MOBILE ADVERTISING? RECOMMENDATION: Enabling mobile on your campaigns will add a projected $72.84 mobile spend over the course of 12 months, which would represent 9% of your overall PPC spend.
  28. 28. PPC AUDIT: HIGH PRIORITY NEXT STEPS » Increase monthly budget to $1,100 to compete with top competitors » Add 24 negative keywords to your account to save $351 / year in wasted ad spend » Add 48 keywords from our Buy Recommendation list related to INDUSTRY NAME » Target weakest ads with CTR’s lower than 2.3% and replace with new, relevant ads
  29. 29. PPC AUDIT: MEDIUM PRIORITY NEXT STEPS » Test different ad text for keywords with Quality Scores of 4, 5 and 6 » Create 2 additional landing pages for keywords with low Quality Scores » Reduce your average cost per click across all of your campaigns to pay less per click » Enable mobile campaigns to increase impression share
  30. 30. PPC AUDIT: LOW PRIORITY NEXT STEPS » Decide whether you have the time and resources internally to handle PPC, or if you’ll need to look for an alternative solution » Find additional long-tail keywords to include in your campaigns » Monitor impression share reports to see if your account continues to lose impressions due to Ad Rank » Closely monitor the account as activity increases and track conversions carefully

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