Should You Choose Bid Modifiers Or Exclusive Campaigns For Your Mobile PPC?...
Should you use bid modifiers or create device specific campaigns? Brett Schrank presents a couple case studies to help answer this question.
Over the last few weeks, I have spent quite a bit of time auditing PPC accounts in order to identify opportunities and provide specific recommendations to help keep accounts moving towards their goals.
The biggest issue I face when starting an audit is where to begin and what direction to take. There are so many moving parts to a paid search account that it’s easy to get lost in the weeds and miss the big picture.
Today I’m going to share my methodology for auditing an account, identifying the key issues, and coming up with recommendations that lead to improved performance.
Prior to beginning an audit, the first item I ascertain is the account goals. Understanding the goals of an account helps me determine what areas I need to focus on. If an account’s primary aim is to drive volume, I am examining key metrics such as conversion rate and conversion volume. On the contrary, if goals are more cost efficiency and profit focused, I key in on areas such as cost per click and quality scores.
In addition to understanding goals, I ask questions about business processes. For instance, is part of the lead generation or sales process based off of phone calls? If so, are these calls being tracked? Knowing this information can be helpful when judging performance and formulating recommendations.
Once I have answers to my questions, I’ll then pull some basic report data from the either Google’s interface or Bing’s report center to understand how the account is trending. Understanding trends provides me clues to what will be uncovered during the deep dive phase of the audit.
After much trial and error, I have come up with an effective methodology for auditing an account. Below are the steps I follow when conducting the actual audit.
Once the audit is completed, you should have a list that consists of all the issues that need to be corrected and the opportunities uncovered. The next step is to prepare a report for your client, or if doing a report for your own account, at least write up an action plan. Keep in mind the old saying ‘If it isn’t on paper, it doesn’t get done’!
At Hanapin we have a process whereby we list the key takeaways from an audit, followed by concrete recommendations of what can be done in order to fix the issues or seize the opportunities.
When presenting PPC audit findings to a client or your organization’s management, do it in a neutral, non-threatening sort of way. In many instances, the client or co-worker your presenting to has actually done the account work themselves and may be defensive or territorial regarding their work. The purpose is to make an account better, not pass blame or judgment on the way it was built or managed.
PPC audits are extremely enlightening. They offer the opportunity to uncover the deeper issues that might be holding performance back or the hidden opportunities that can drive performance forward. Auditing accounts other than your own offers the opportunity to learn how other people set up and manage their paid search programs.
I recommend auditing accounts once a quarter to determine if your paid search program is still on track. Don’t miss out on the opportunity to learn the strength’s and weaknesses driving your PPC program!
Browse By Category
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Mobile is continuing to dominate digital advertising. With mobile spend rising, start thinking about how to change your mobile bidding method.
Get tips on how to take your retargeting to the next level and get more out of your online advertising!
Hanapin Account Managers Emma Franks and Bryan Gaynor are here to answer ANY and ALL questions you might have about Programmatic. Ask away!