finding the ppc flags
TRANSCRIPT
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
Twitter: @katemorris
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
> [email protected]> 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.