finding the ppc flags

Finding the PPC Flags

The Quick Account Checkup

Kate Morris

The Disclaimer

Every Account is Different – these are just guidelines. Test

everything before you take it as gospel.

Even the most core principles can be rightfully violated for

your business.

Twitter: @katemorris

Keys to Success in PPC

• Poetry License• Strong OCD – Organizational Skills– Customer Knowledge– Data Analysis (Love Excel)

Twitter: @katemorris

General Review

Twitter: @katemorris

General Review

• Click Through Rates– Campaigns– Ad Groups– Keywords– Ads

• Impressions• Conversions• Quality Score

Twitter: @katemorris

Steps for Review

Look for Trends Identify Issues Drill Down to Culprit Run Reports Fix/Test

Twitter: @katemorris

Step 1: Look for Trends

Time Frames• 1 Month• 3 Month• 6 Month• 1 Year

Metrics• Cost• CTR• Clicks• Impressions• Conversions

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Step 2: Identify Issues

• Possible Issue #1: Cost is too high. • Possible Issue #2: CTR is too low.• Possible Issue #3: Clicks vary substantially.• Possible Issue #4: Low conversion rate.

Twitter: @katemorris

Step 3: Drill Down

Possible Issue #1: Cost is too high.• Compare to budget.• Look at high spend keywords.• Check match type settings.• Look at the number of long tail

keywords the campaign/ad group has. • Think about possible seasonality issues.• Talk to product people/client about new marketing

pushes.

Twitter: @katemorris

Step 3: Drill Down

Possible Issue #2: CTR is too low.• Check drill down to find culprit KW or

ad (or both) and analyze.• Think: Is this a content network issue?• Think about the organization of your

groups.• Look at the impression count in comparison to history

and other campaigns.– Look at key phrase match type– Think about searcher intent

Twitter: @katemorris

Step 3: Drill Down

Possible Issue #3: Clicks vary substantially.• Compare to history and other ad groups or

campaigns.• Look at your ads for approval status.• Check for keyword relevancy to ads.• Like cost being too high:– Think about possible seasonality issues.– Talk to product people/client about new marketing

pushes.

Twitter: @katemorris

Step 3: Drill Down

Possible Issue #4: Low conversion rate.• Check out relevancy of keyword to ad.• Run a search query report.– Identify possible negatives.

• Find the culprit ad group or ad.– Is the CTR normal or pretty low?

• Check out relevancy of LP to Ad

Twitter: @katemorris

Step 4: Run Reports

• Search Query Report– Negative Keywords– New Long Tail Keywords– New Ad Focus

• Keyword Report– Identify Problem Children– Include Quality Score and Conversions

• Destination URL Report– Identify Issues with Landing Pages

Twitter: @katemorris

Step 5: Fix/Test

• There is no one answer.• Test new ad copy and

keywords.• Test landing pages.• Always focus on – the bottom line (CRO)– searcher intent (QS)

Senior Consultant

> kate.morris@distilledconsulting.com> twitter.com/katemorris

Distilled US > www.distilledconsulting.com

Kate Morris

Email me with any questions.

Watch for PDF Release “How to Review a PPC Campaign” on Distilled Consulting.