creating and sustaining an auditing framework - kayla kurtz at ses chicago
DESCRIPTION
Remember the days when all your keywords were in one campaign and maybe a handful of ad groups, and your biggest PPC pain was your daily budget? This may be a bit too nostalgic, but all the changes in paid search advertising over the last couple years, it almost feels that drastic. Establishing an ongoing PPC auditing plan is like creating an exercise regimen: you have to create a plan and stick to it. During this session, attendees learned how to create a weekly and monthly auditing plan, prioritize elements of those audits, which areas of an account need to be continuously audited versus those that don't, and finally whether accounts can ever be mature enough to no longer require auditing.TRANSCRIPT
Chicago • November 4–7, 2013 • #SESCHI @SESConf
PPC Campaign Management Creating & Sustaining an Auditing Framework
Joseph Kerschbaum3Q DigitalMidwest Account Director
Kayla KurtzHanapin MarketingSenior Digital Adviser
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
PART 1 - Goals & Objectives
• Aligning campaign with business objectives
• Reviewing KPIs
• Tracking issues
@JoeKerschbau
m
@One800Kayla
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
PART 2 – Landing Pages
• Editorial review
• Error analysis
• Tracking issues
@JoeKerschbau
m
@One800Kayla
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
PART 3 – Campaign Analysis (Search)
• Campaign settings• Campaigns & ad group structure• Bidding strategy• Ad copy• Ad extensions• Negatives
@JoeKerschbau
m
@One800Kayla
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
PART 4 – Campaign Analysis (Display)
• Campaign settings• Campaigns & ad group structure• Bidding strategy• Ad copy• Negatives
@JoeKerschbau
m
@One800Kayla
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
PART 5 – Budget Allocation
• By engine
• By campaign
• By product/service
@JoeKerschbau
m
@One800Kayla
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
PART 6 – Quality Score
• How should you approach Quality Score in an audit situation?
@JoeKerschbau
m
@One800Kayla
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
PART 7 – Bing
• How to audit Bing
• How to scrub Bing against Google
• Bing specific items
@JoeKerschbau
m
@One800Kayla
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
PART 8 – Mobile Traffic
• Bid modifiers
• Mobile preferred ads
• Mobile preferred landing pages
@JoeKerschbau
m
@One800Kayla
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
So you wanna be an audit superstar?• Superstar PPC Audit Checklist
@JoeKerschbau
m
@One800Kayla
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
http://bit.ly/PPC-AUDIT-SES
@JoeKerschbau
m
@One800Kayla
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
THANK YOU!
Joseph Kerschbaum3Q DigitalMidwest Account Director
Kayla KurtzHanapin MarketingSenior Digital Adviser