PPC Campaign Management
Creating & Sustaining an Auditing Framework
Joseph Kerschbaum
3Q Digital
Midwest Account Director
...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

PART 1 - Goals & Objectives
• Aligning campaign with business objective...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

PART 2 – Landing Pages
• Editorial review
• Error analysis
• Tracking i...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

PART 3 – Campaign Analysis (Search)
•
•
•
•
•
•

Campaign settings
Camp...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

PART 4 – Campaign Analysis (Display)
•
•
•
•
•

Campaign settings
Campa...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

PART 5 – Budget Allocation
• By engine
• By campaign
• By product/servi...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

PART 6 – Quality Score
• How should you approach Quality Score in an
au...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

PART 7 – Bing
• How to audit Bing
• How to scrub Bing against Google
• ...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

PART 8 – Mobile Traffic
• Bid modifiers
• Mobile preferred ads
• Mobile...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

So you wanna be an audit superstar?
• Superstar PPC Audit Checklist

@J...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

http://bit.ly/PPC-AUDIT-SES

@JoeKerschbaum
@twitterhandle
@One800Kayla
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

THANK YOU!
Joseph Kerschbaum
3Q Digital
Midwest Account Director

Kayla...
Upcoming SlideShare
Loading in …5
×

Creating and Sustaining an Auditing Framework - Kayla Kurtz at SES Chicago

746 views

Published on

Remember the days when all your keywords were in one campaign and maybe a handful of ad groups, and your biggest PPC pain was your daily budget? This may be a bit too nostalgic, but all the changes in paid search advertising over the last couple years, it almost feels that drastic. Establishing an ongoing PPC auditing plan is like creating an exercise regimen: you have to create a plan and stick to it. During this session, attendees learned how to create a weekly and monthly auditing plan, prioritize elements of those audits, which areas of an account need to be continuously audited versus those that don't, and finally whether accounts can ever be mature enough to no longer require auditing.

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
746
On SlideShare
0
From Embeds
0
Number of Embeds
21
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Creating and Sustaining an Auditing Framework - Kayla Kurtz at SES Chicago

  1. 1. PPC Campaign Management Creating & Sustaining an Auditing Framework Joseph Kerschbaum 3Q Digital Midwest Account Director Kayla Kurtz Hanapin Marketing Senior Digital Adviser Chicago • November 4–7, 2013 • #SESCHI @SESConf
  2. 2. Chicago | November 4–7, 2013 | #SESCHI | @SESConf PART 1 - Goals & Objectives • Aligning campaign with business objectives • Reviewing KPIs • Tracking issues @JoeKerschbaum @twitterhandle @One800Kayla
  3. 3. Chicago | November 4–7, 2013 | #SESCHI | @SESConf PART 2 – Landing Pages • Editorial review • Error analysis • Tracking issues @JoeKerschbaum @twitterhandle @One800Kayla
  4. 4. Chicago | November 4–7, 2013 | #SESCHI | @SESConf PART 3 – Campaign Analysis (Search) • • • • • • Campaign settings Campaigns & ad group structure Bidding strategy Ad copy Ad extensions Negatives @JoeKerschbaum @twitterhandle @One800Kayla
  5. 5. Chicago | November 4–7, 2013 | #SESCHI | @SESConf PART 4 – Campaign Analysis (Display) • • • • • Campaign settings Campaigns & ad group structure Bidding strategy Ad copy Negatives @JoeKerschbaum @twitterhandle @One800Kayla
  6. 6. Chicago | November 4–7, 2013 | #SESCHI | @SESConf PART 5 – Budget Allocation • By engine • By campaign • By product/service @JoeKerschbaum @twitterhandle @One800Kayla
  7. 7. Chicago | November 4–7, 2013 | #SESCHI | @SESConf PART 6 – Quality Score • How should you approach Quality Score in an audit situation? @JoeKerschbaum @twitterhandle @One800Kayla
  8. 8. Chicago | November 4–7, 2013 | #SESCHI | @SESConf PART 7 – Bing • How to audit Bing • How to scrub Bing against Google • Bing specific items @JoeKerschbaum @twitterhandle @One800Kayla
  9. 9. Chicago | November 4–7, 2013 | #SESCHI | @SESConf PART 8 – Mobile Traffic • Bid modifiers • Mobile preferred ads • Mobile preferred landing pages @JoeKerschbaum @twitterhandle @One800Kayla
  10. 10. Chicago | November 4–7, 2013 | #SESCHI | @SESConf So you wanna be an audit superstar? • Superstar PPC Audit Checklist @JoeKerschbaum @twitterhandle @One800Kayla
  11. 11. Chicago | November 4–7, 2013 | #SESCHI | @SESConf http://bit.ly/PPC-AUDIT-SES @JoeKerschbaum @twitterhandle @One800Kayla
  12. 12. Chicago | November 4–7, 2013 | #SESCHI | @SESConf THANK YOU! Joseph Kerschbaum 3Q Digital Midwest Account Director Kayla Kurtz Hanapin Marketing Senior Digital Adviser @twitterhandle

×