Developing a PPC Auditing Framework

PPC AuditingDeveloping & Maintaining a Successful

Framework

Courtney HerdaPresident

Smarter Searches

Today You Will Learn

• The How’s and Why’s of Creating a PPC Auditing Framework

• Direct Tips on How to Assess your Account• How to maintain the progress

CEO of Smarter Searches

9 years managing PPC and SEO in house and at the agency level

About Me

Agenda• Why Conduct an Audit?• Audit Goals and Objectives • The PPC Auditing Process• Auditing Landing Pages• Maintaining the Framework Momentum

Why Conduct an Audit?

• Creating consistency when onboarding new clients

• Reviewing old/existing clients• Identifying mistakes or opportunities

Audit Goals and Objectives

-Aligning Campaigns with Business Objectives

-Reviewing KPIs

-Identifying and Fixing Tracking issues

The PPC Auditing Process

Structure• Campaign structure• Ad Group Structure• Ad group/keyword themes• Match type strategy• Branded/non-branded campaigns

Settings – Don’t Mess this Part Up!

Did you accidentally opt into the display network?

More Settings

Language

Location

Day Parting

Ad Rotation

Budget Pacing

Bidding Strategy

Optimize bid adjustments for location and device

Check keyword bids

Quality score reporting

Keywords

Run search query report (All Keywords) for opportunities

More Keyword Strategies

Check your match types

Make sure keywords match up with goals and objectives

Add negatives

Ad Copy

• SPELL CHECK• Are there at least 2-3 variations for each

ad group?• Is there a dedicated mobile ad?• Do they have clear calls to action?• Are all landing pages functional and

landing on the right page?

Ad Extensions

• Is all information accurate?• Has everything been migrated correctly to

work with enhanced campaigns?– Do sitelinks have descriptions?

• Test additional extensions

Auditing Landing Pages

• No 404! • Optimize pages for conversions • Create a landing page testing plan• Comply with editorial guidelines (privacy

and user terms)• If there are problems, contact Google or

Bing immediately to solve issues

Maintain the Framework

• You will get faster with time. • Platforms and software can make the

process easier• Don’t be afraid to set up automated rules• Schedule reports • Schedule audits and be consistent

What’s Next?

• Determine frequency– Budget, staffing, scope of account

• Make sense of the data to recommend actionable changes

• Look at the big picture• Budget recommendations? New

opportunities?

Move The Needle

Move The Needle

Go step by step through at least one campaign and complete the auditing process. Start with client goals then evaluate Structure, Settings, Keywords, Ad Copy, Extensions, and Landing Pages. Fix errors, update outdated information, come up with new areas of potential and growth.

Audit At Least One Campaign

-Audits should be used on new & existing accounts-Focus on big picture goals first then go step by

step through each section-Don’t forget to analyze conversion and landing

page performance-Fix errors immediately then come up with new

ideas

Key Takeaways

 www.onlinemarketinginstitute.org 

Thank You!

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