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Goals of the Audit
Ensure your AdWords account is tightly aligned with your business goals
Understand what isn’t working and cut accordingly
Identify your biggest opportunities for optimization
Most Common AdWords Issues
1) Keyword targeting too broad2) Lost market share on converting areas3) Overpaying for clicks4) Lack of focus in campaign settings
Issue One:Keyword Targeting Too Broad Symptoms:
High volume of clicks and impressions but low click through rates
Lots of ad groups that rarely get a click Lost impression share due to budget
Resolution: Pause loosely related and underperforming
keywords Optimize keywords with potential
Identify Keywords that are Too Broad Filter by click through rate less than .95 Sort by impressions, largest to smallest Evaluate each keyword
Evaluate Low CTR Keywords
Look at actual searches with the Search Terms report Am I advertising what I think I’m advertising? Do the queries line up with what my business
offers?
Are these searchers ready to buy? Strong commercial intent Local keywords
Identify Low-Click Keywords
Set date range to the last 30 – 60 days Filter – clicks less than or equal to 1
Evaluate Low-Click Keywords
Check for missed opportunity Low clicks due to lost impression share Low clicks due to low average position
Cut keywords with low opportunity Came up during keyword research but didn’t pan
out Innovative ideas that didn’t produce results
Issue Two:Lost Market Share in Key Areas Symptom:
Low Impression Share
Resolution: Address root cause – either budget or rank
Identify Lost Impression Share
Add impression share metrics at the keyword & campaign level
Sort by conversions, largest to smallest Identify whether your issue is budget or rank
Fix Lost Impression Share - Rank If your keyword is losing impression share due
to rank: Ensure you’ve got 2-3 ad extensions enabled Increase your bids Improve the keyword quality score
Ad Rank = (Bid) x (Quality Score)x (Ad Extensions)
Ad Rank = (Bid) x (Quality Score)x (Ad Extensions)
Fix Lost Impression Share - Budget If your campaign is losing impression share
due to budget: Cut out underperforming areas of your campaign
to free up budget Move top performing keywords into their own
campaign with a larger budget
Issue Three:Overpaying for Clicks Symptom:
Low quality score on high volume terms
Resolution: Address Google’s concern Improve click through rates
Impact of Quality Score on Cost
10 80%
9 64%
8 48%
7 32%
6 16%
5 Google benchmark
4 16%
3 32%
2 48%
1 64%
YOUPAY
Courtesy Wordstream, Inc
Identify Low Quality Score Keywords Filter: Quality Score less than or equal to 5 Sort by impressions, largest to smallest
Address the Root Cause of QS Issues Below average expected click through rate
Break terms out into their own ad group Write hyper-focused ads to improve click through
rates
Address the Root Cause of QS Issues Below average ad relevance
Break the keyword out into its own ad group Include the keyword in the headline and either
description line one or two
Below average landing page experience Ensure keyword is used verbatim in the landing
page Link to other pages on the site, include a privacy
policy
Issue Four:Lack of Focus in Campaign Settings Symptoms:
Ads running during low-performing hours of the day
Targeting too broad of a geographic area
Resolution: Narrow targeting based on data
Advertise in the Best Performing Hours Select the Hour of Day in the Dimensions Tab Set ad schedule to target times of day that
deliver clicks and conversions
Advertise in Targeted Geographies
Select Geographic report in the Dimensions Tab
Look at CTRs and Conversions Add bid modifiers for top areas Look at eliminating underperforming areas
Takeaways: PPC Audits
Cut the fat. Ensure your account is aligned with your
business goals Eliminate irrelevant and underperforming
keywords, ads, and audiences Optimize what’s left.
Focus your budget and energy on the areas that are performing best
Work to capture more market share at a lower cost
Takeaways:Creating a Digital Marketing Strategy1) Honestly assess your business and
understand your goals2) Audit your digital marketing campaigns to
identify what is working and what needs improvement
3) Prioritize according to your biggest opportunities
4) Build a roadmap that outlines the steps needed to resolve the issue, goals, and timelines
5) Ignore low priority issues and unrelated tactics