Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

PPC Account Reviews

712 views

Published on

by Kate Morris for Search Exchange in Charlotte, NC 2010

Published in: Self Improvement
  • Be the first to comment

  • Be the first to like this

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 />

×