Generally speaking, the word "audit" has been plagued with a negative connotation, with thoughts of time-consuming investigations, and detailed reports of failures. This session will help break that connotation, and show effective approaches to audits, which in turn would help them reduce inefficient spend, increase click through and conversion rate.

1. Megan Ginecki| @megster88
Senior PPC Account Manger| Empire Covers
Re-Evaluating Success: The Value of PPC Audits

2. @megster88

3. @megster88
Superhero Selfies Are
Not Easy!
No
Superpowers
Necessary

4. Who Is The Audit Avenger?
 Worked in the industry for 5+
years
 Experience in both in-house &
agency settings
 Mentor to future paid search
marketers at Penn State (We
Are)
 Lover of puns & puppies (Be
prepared to see a lot of both).
Use #heroconf & #ppcaudits + favorite tidbit for a
chance to win $25 Amazon Giftcard.

5. Your Company Logo
Are You
Caught In A
Bad Romance
With Your
Account?
Don’t say, I didn’t warn you.
@megster88

6. Step 1:
Stay
Alert,
Unlike
Trevor

7. Are You Covering
Everything?
@megster88

8. Cover All Your Bases.
 Keyword Planners
 Opportunity Tabs
 Competitive Tools
 Soovle
 Google Analytics
 Dynamic Search Ads
@megster88

9. Unfortunately, This Is
Today’s Audience.
@megster88

10. Different Platforms =
Different Strategies
@megster88

11. Mobile

13. Mobile Isn’t Going Away
 How does your website appear on
mobile devices?
 How are we modifying for mobile?
Remember, there are really only 2
spots on mobile devices.
@megster88

14. Different Networks =
Different Strategies
@megster88

15. Step 2:
Never Stop
Optimizing!

16. Targeting

17. Are You On Target?
Geographically
 Hourly
 Daily
 Search Partners (Bing)
 Languages
@megster88

18. Keywords

19. Think This Is Tight?
Your Keywords Should
Be Even Tighter.
@megster88

20. Re-structure Results
CTR increased 165% (2.22% to 5.89%)
CPA decreased 59% ($102 to $51)
ROAS increased 112% (1.3 to 2.9)
CR increased 139% (1.67% to 3.99%)

21. How Did I Do That?
 Segmented mixture of match
types
 Isolated brand keywords
 Cautious approach towards broad
match
 Became BFFs with negatives
@megster88

22. Ads

23. Show Your Unique Side.
@megster88

24. Address Relevancy.
@megster88

25. Get Granular.
Granularity allows you to better
tailor your user’s experience.
@megster88

26. Don’t Over Test, Or
You’ll End Up Here.
@megster88

27. Bidding & Budgeting

28. Bid Frequently &
Strategically.
@megster88

29. Let Bid Rules Save Your
Time & Sanity.@megster88

30. Modify For Mobile.
@megster88

31. Don’t Go Dark Early. Have
A Healthy CPC to Budget
Ratio.
Aim For The First Page
Always.
But Not Always Position
1.@megster88

32. Don’t Go Dark Early.
Have A Healthy CPC To
Budget Ratio.
@megster88

33. Landing Pages

34. Stay Connected.
Keywords
Ad Copy
Call To
Action
Landing
Page
@megster88

35. Competitors

36. Don’t Be Blind To Your
Competitors.
@megster88

37. Stalk Them.
Personal Insights
Search Monitor
Competitive Tools (Semrush,
KeywordSpy, etc)
Auction Insights
Newsletters, Email Blasts
@megster88

38. SEMrush Promo
bit.ly/SEMrushHERO
30 Day Free Trial
Expires 4/30

39. Don’t Be Afraid To Be Different.
@megster88
http://bit.ly/1GCymAA
Break The Mold.

40. Extensions

41. Extend Yourself,
Appropriately.
Sitelinks (Regular & Mega)
+
Location
+
Call Extensions
+
Other Extensions (Call Out,
Review, Consumer
Ratings, Previous Visits,
Social, Dynamic Snippets,
Seller)
=
@megster88

43. Content

44. Don’t Clone Search Or
Sheep.Exclude Search.@megster88

45. Don’t Clone Search Or
Sheep.
Don’t Clone Search Or
Sheep, For That Matter.
It Would Be BAAd
To Clone Search
Or Sheep, For
That Matter.
@megster88

46. Don’t Clone Search Or
Sheep.
Don’t Clone Search Or
Sheep.
Don’t Clone Search Or
Sheep.
Don’t Clone Search Or
Sheep.
Watch Out For Sneaky
Opt In@megster88

47. Remarketing

48. Remarketing 101
 Use universal remarketing pixel.
 Separate image & text.
 Triple check your audiences &
custom combinations.
 Try out newer remarketing
features (Similar Users,
Remarketing Lists for Search Ads).
@megster88

49. PLAs

50. PLAs Are Becoming More
Prominent.
@megster88

51. Optimizing PLAs
 Remember PLAS are not search.
 Run maintenance reports
frequently.
 Optimize your product titles
 Use relevant images.
 Have conversational based
descriptions but blend with USPs.
 Don’t forget about custom
@megster88

52. Other Tips & Tricks

53. Take Advantage Of
Google Analytics’s Data
Vault.
 Search Funnels
 Multi Channel Funnels
 Site Search
@megster88

54. If You Can Have
Someone Audit Your
Account & Audit Theirs
In Return.
@megster88

55. Get Critiques From
Someone Unfamiliar
With Your Account.
@megster88

56. Never Stop Strategically
Testing.
@megster88

57. Thank You!
Megan Ginecki
@megster88