This document provides guidelines for reviewing paid search campaigns, including: 1. It recommends looking at metrics like cost, click-through rate, clicks, and conversions over various time frames to identify any trends or issues. 2. Potential issues could include costs being too high, low CTR, variable clicks, or low conversion rates, which should be drilled down on at the keyword, ad, or landing page level. 3. Running reports like search query, negative keyword, and destination URL reports can help identify problem areas to fix or test, with the goal of improving customer experience and the bottom line.

1. Finding the PPC FlagsThe Quick Account CheckupKate Morris

2. The DisclaimerEvery Account is Different – these are just guidelines. Test everything before you take it as gospel. Even the most core principles can be rightfully violated for your business.

3. Keys to Success in PPCPoetry LicenseStrong OCD Organizational SkillsCustomer KnowledgeData Analysis (Love Excel)

4. General Review

5. General ReviewClick Through RatesCampaignsAd GroupsKeywordsAdsImpressionsConversionsQuality Score

6. Steps for ReviewLook for Trends

7. Identify Issues

8. Drill Down to Culprit

9. Run Reports

10. Fix/TestStep 1: Look for TrendsTime Frames1 Month3 Month6 Month1 YearMetricsCost

11. CTR

12. Clicks

13. Impressions

14. ConversionsStep 2: Identify IssuesPossible Issue #1: Cost is too high. Possible Issue #2: CTR is too low.Possible Issue #3: Clicks vary substantially.Possible Issue #4: Low conversion rate.

15. Step 3: Drill DownPossible Issue #1: Cost is too high.Compare to budget.Look at high spend keywords.Check match type settings.Look at the number of long tail keywords the campaign/ad group has. Think about possible seasonality issues.Talk to product people/client about new marketing pushes.