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PPC Account Reviews


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by Kate Morris for Search Exchange in Charlotte, NC 2010

Published in: Self Improvement
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PPC Account Reviews

  1. 1. Finding the PPC Flags<br />The Quick Account Checkup<br />Kate Morris<br />
  2. 2. The Disclaimer<br />Every Account is Different – these are just guidelines. Test everything before you take it as gospel. <br />Even the most core principles can be rightfully violated for your business.<br />
  3. 3. Keys to Success in PPC<br />Poetry License<br />Strong OCD <br />Organizational Skills<br />Customer Knowledge<br />Data Analysis (Love Excel)<br />
  4. 4. General Review<br />Click Through Rates<br />Campaigns<br />Ad Groups<br />Keywords<br />Ads<br />Impressions<br />Conversions<br />Quality Score<br />
  5. 5. Steps for Review<br /><ul><li>Look for Trends
  6. 6. Identify Issues
  7. 7. Drill Down to Culprit
  8. 8. Run Reports
  9. 9. Fix/Test</li></li></ul><li>Step 1: Look for Trends<br />Time Frames<br />1 Month<br />3 Month<br />6 Month<br />1 Year<br />Metrics<br /><ul><li>Cost
  10. 10. CTR
  11. 11. Clicks
  12. 12. Impressions
  13. 13. Conversions</li></li></ul><li>Step 2: Identify Issues<br />Possible Issue #1: Cost is too high. <br />Possible Issue #2: CTR is too low.<br />Possible Issue #3: Clicks vary substantially.<br />Possible Issue #4: Low conversion rate.<br />
  14. 14. Step 3: Drill Down<br />Possible Issue #1: Cost is too high.<br />Compare to budget.<br />Look at high spend keywords.<br />Check match type settings.<br />Look at the number of long tail keywords the campaign/ad group has. <br />Think about possible seasonality issues.<br />Talk to product people/client about new marketing pushes.<br />
  15. 15. Step 3: Drill Down<br />Possible Issue #2: CTR is too low.<br />Check drill down to find culprit KW or ad (or both) and analyze.<br />Think: Is this a content network issue?<br />Think about the organization of your groups.<br />Look at the impression count in comparison to history and other campaigns.<br />Look at key phrase match type<br />Think about searcher intent<br />
  16. 16. Step 3: Drill Down<br />Possible Issue #3: Clicks vary substantially.<br />Compare to history and other ad groups or campaigns.<br />Look at your ads for approval status.<br />Check for keyword relevancy to ads.<br />Like cost being too high:<br />Think about possible seasonality issues.<br />Talk to product people/client about new marketing pushes.<br />
  17. 17. Step 3: Drill Down<br />Possible Issue #4: Low <br />conversion rate.<br />Check out relevancy of keyword to ad.<br />Run a search query report.<br />Identify possible negatives.<br />Find the culprit ad group or ad.<br />Is the CTR normal or pretty low?<br />Check out relevancy of LP to Ad<br />
  18. 18. Step 4: Run Reports<br />Search Query Report<br />Negative Keywords<br />New Long Tail Keywords<br />New Ad Focus<br />Keyword Report<br />Identify Problem Children<br />Include Quality Score and Conversions<br />Destination URL Report<br />Identify Issues with Landing Pages<br />
  19. 19. Step 5: Fix/Test<br />There is no one answer.<br />Test new ad copy and keywords.<br />Test landing pages.<br />Always focus on <br />the bottom line (CRO)<br />searcher intent (QS)<br />
  20. 20. Kate Morris<br />Thanks for attending! <br />Email me with any questions.<br />