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PPC ACCOUNT AUDIT

PPC ACCOUNTAUDITPPCAccountAuditI reviewed your PPCcampaigns for 2017 to date toreview what had been tested,what had worked, and whereimprovements could bemade. In this review, I’ll lookat the follow areas:Campaign SettingsAd CopyLocation TargetingKeyword ExpansionBid StrategyKeyword TargetingDevice BiddingConversion TrackingAd SchedulingCall TrackingAd ExtensionsRetargetingDemographics targetingI believe there are a good number of are as for improvement in youraccount, ways we can make fast improvements, and get AdWordsperforming better for you.

PPC ACCOUNTAUDITCAMPAIGNSETTINGAfter reviewing your current account settings, most of them are set up ideally, butI’d change your ad rotation from rotate evenly to optimize. Google has recentlymade changes to their ad rotation settings and are no longer supporting rotateevenly. I’ve found their optimization settings work well and do end up showing thetop performing ads. Rotate evenly doesn’t always truly rotate the ads evenlyeither, so it is best to let Google’s system do the optimization.AD ROTATION

PPC ACCOUNTAUDITLOCATIONTARGETINGCurrently your campaigns target all of the United States,Nevada excluded. I would change that targeting to all 50states. The reason for that is that if you target each stateindividually you can set bid adjustments by state. Thisallows you to bid more in states that perform well and lessin those that don’t. An example from below would be thatyou could bid higher in Texas which has a strong conversionrate, but less in Florida which has spend over 600 withouta conversion.

PPC ACCOUNTAUDITBID OPTIMIZATIONCurrently most of your keywords still have the default bid. While Enhanced CPC is being used, it isn’tadjusting bids on a lot of your keywords due to low conversion data (Enhanced CPC works by biddingmore aggressive when it feels like you are more likely to convert. Without strong conversion data, itdoesn’t make as many adjustments). Bids should be adjusted to achieve better ad positions. A keywordlike car dealership tracking devices seems highly relevant to your business, but it has an average adposition of 3 with very low traffic and no conversions. Bidding higher would bring more impressions andgive the opportunity for that keyword to truly perform.

PPC ACCOUNTAUDITDEVICEBIDDINGIn your current campaigns, device bidding is not set up very well. In theabove example, computers are being bid up on, but only have had 1conversions at a cost per conversion of 1600. Below, computers areperforming well, but not being bid up on at all. Bid adjustments on devicesshould be reviewed monthly and adjusted. There are often times whencertain devices do perform better than others, so regular review to makesure you are capitalizing on the best performing devices is necessary.

PPC ACCOUNTAUDITADSCHEDULINGCurrently, most of yourcampaigns are set to run from5am to 12am. I think there issome additional ad schedulingthat should be implemented forimproved performance. First,turning off ads from 11pm to12am would make sense as thereis a high cost and low conversionrate. Next, I would look atbidding up from the hours of2pm to 7pm as those hours havethe strongest conversion rates. Iwould want to test out a slightincrease during those hours tosee if it would lift conversions.

PPC ACCOUNTAUDITCALL OUTEXTENSIONSAll the ad extensions are already set up and running in youraccount, which is great. The next step is making sure they areoptimized and tested regularly. It’s very easy with ad extensionsto set them up, but never make any changes to them. With theCall Out extensions in your account, that’s exactly what I seehappening. There are only 2, when 4 to 6 are optimal for testing.They’ve never been changed. I would want to add more call outsand regularly test new ones. Ad extensions can really lift CTR andconversion rates.

PPC ACCOUNTAUDITCALL OUTEXTENSIONSAll the ad extensions are already set up andrunning in your account, which is great. The nextstep is making sure they are optimized and testedregularly. It’s very easy with ad extensions to setthem up, but never make any changes to them.With the Call Out extensions in your account,that’s exactly what I see happening. There are only2, when 4 to 6 are optimal for testing. They’venever been changed. I would want to add morecall outs and regularly test new ones. Adextensions can really lift CTR and conversion rates.

PPC ACCOUNTAUDITAGE &GENDERTARGETINGOne area that has not been utilized is bid adjustments by age and gender. ForSearch, we can adjust bids based on gender and age, allowing us to pay less forusers in demographics that are less likely to become a lead, and more for userswho are more likely to become a lead. Based on your knowledge of who yourcustomers are plus available data, we can make some initial adjustments and thenadjust further over time.

PPC ACCOUNTAUDITAD COPYTESTINGIn a lot of ad groups there are only 1 or 2 ads running. Google’scurrent best practice is a minimum of 3 ads per ad group. It is alsoessential to always be testing new ads. Ad copy testing is one ofthe best and fastest ways to improve account performance. Adcopy testing is one of my areas of focus when optimizingcampaigns. When I looked at the change history, very little ad copytesting has ever been done in your account. This would be one ofthe first areas to tackle.

PPC ACCOUNTAUDITKEYWORDEXPANSIONCurrently in your account, the number ofactive keywords are pretty limited. When Ilooked at the list, I felt like some of themwere too broad and would be moreappealing to a general consumer – not abusiness with a fleet of vehicles. I thinkthere are a lot of keywords that could beexpanded to to improve performance.Below is a short list of keywords I came upwith minimal research. None of these arein or have been tested in your account.One of my first steps with clients is toreview competitors and what terms theyare advertising on, then to also do someadditional keyword research. I want tomake sure my clients are advertising onthe most relevant terms and that theyhave strong keyword coverage.

PPC ACCOUNTAUDIT01KEYWORDMATCH TYPESimilar to broad match, expect that the broad match modifier option onlyshows ads in searches including the words designated with a plus sign( women’s hats) or close variations of them.02One area that is also currently lacking in youraccount is full match type coverage. In myexperience, it is extremely important to cover all 3of the below match types. They function slightlydifferently, and by adding 3 versions of eachkeyword to your campaigns, you get full coveragefor that term. Your campaigns primarily use broadmatch modified or exact match. I would want toadd in phrase match as I do think it brings in somedifferent search queries that are not necessarilygoing to be picked up. Also, broad match modifiedcan be too broad, so phrase is a great middleground.BROAD MATCH MODIFIERPHRASE MATCHAds may show on searches that match a phrase, or are close variations ofthat phrase, with additional words before or after. Ads won’t show,however, if a word is added to the middle of the phrase, or if words in thephrase are reordered in any way. Designated with quotation marks(“women hats”)03EXACT MATCHAds may show on searches that match the exact term or are closevariations of that exact term. Close variations here may also include areordering of words if it doesn’t change the meaning, and the addition orremoval of function words (prepositions, conjunctions, articles, and otherwords that don’t impact the intent of a search). Designated with brackets,the keyword (women’s hat) could show when someone searches on Googlefor “hats for women”

PPC ACCOUNTAUDITNEGATIVEKEYWORDSDue to the high cost of CPCs in your industry, all search queriesneed to be evaluated closely, and all irrelevant terms need to beexcluded. When I was looking at search queries, I found that a lotof them seemed to be informational – like “how to track a car GPS”or “how to track a stolen car without GPS”. A lot of these searchesalso seemed more like individual consumers than businesses.Currently, there are not many negative keywords being added toyour account. This is another essential part of campaignoptimization. Adding more negatives to your account woulddefinitely be part of my first steps.

PPC ACCOUNTAUDITCONVERSIONTRACKINGYour conversion tracking needs to be reviewed as there are a lot ofconversion goals. I’d remove the irrelevant ones and make sure weare only looking at current and active conversion goals.

PPC ACCOUNTAUDITON-SITECALLTRACKINGGoogle offers a free service that cantrack calls from the number listed onyour website. What happens is a code isplaced on your site which replaces thephone number listed on your site with adifferent phone number that theprovider can track. It is great as it givesadditional insight into how yourAdWords campaigns are performing.Since your clients or prospective clientswill be working with you personally andprobably will have a lot questions, Iwould imagine you’d be getting callsfrom new leads. Being able to track andattribute these users to AdWords wouldallow us to have a full picture onAdWords performance.

PPC ACCOUNTAUDITRETARGETINGOPPORTUNITIESWe definitely need to review your current remarketing set up. It ispossible to remarket to users via Google Search as well as onGoogle Display’s network. I have found it very effective toremarket via Search to users who have visited your website, butnot converted. If they then search for related terms, we can bidhigher on those users as they are more likely to convert. We cantarget these users in separate campaigns, which then allows us toshow them different ad copy.

PPC ACCOUNTAUDITAUDITRECAPTo review, here are the areas I see for improvement and growth in your AdWordsaccount:Minor campaign setting changesRegular ad copy testingMore detailed location targetingExpansion to additional, moreImprove bidding strategyrelevant keywordsImprove device biddingExpansion to all keyword matchAddition of ad schedulingtypesOptimization of ad extensionsExpansion of negative keywordsAddition of structured snippetsand close monitoring of searchextensionqueriesAddition of Age and Gender bidReview of conversion trackingadjustmentsImplement On-Site Call TrackingCreate Retargeting lists andimplement Retargeting forSearch

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PPC Account Audit I reviewed your PPC campaigns for 2017 to date to review what had been tested, what had worked, and where improvements could be made. In this review, I'll look at the follow areas: Campaign Settings Location Targeting Bid Strategy Device Bidding Ad Scheduling Ad Extensions Demographics targeting Ad Copy Keyword Expansion