Every PPC account can be improved.. The truth of the matter is this, no matter how hard you work on structuring an account and optimizing it according to best practices; you could always improve it or the overall communication strategy. An even more true statement is that the longer you work in an account, the more opportunities will arise
Considering that, even if your account is performing well, you need to take the time to audit your efforts.
An account audit is quite simply a dive into your account to determine areas that could use further attention or work in order to improve performance.
Here are some key aspects to focus on both regarding Google AdWords and staff related topics:
Mystery Shopping you own staff
One of the mainly cool things to perform throughout a PPC audit is mystery shop your sales representatives. If you’re in lead generating of PPC, then mystery shopping is very important when it comes to in fact concluding deals at elevated rates. You may good great at getting leads at the right cost per lead, but you’re not finished. Lengthy ring times to respond to phone calls, non specific voice-mails, and sheer discourteous conduct are the chief part of why you or your company is not making the profit it could be doing.
What is mystery shopping?
Mystery shopping or a mystery consumer is a tool used externally by market research companies, watchdog organizations, or internally by companies themselves to measure quality of service, or compliance with regulation, or to gather specific information about products and services. The mystery consumer's specific identity and purpose is generally not known by the establishment being evaluated. Mystery shoppers perform specific tasks such as purchasing a product, asking questions, registering complaints or behaving in a certain way, and then provide detailed reports or feedback about their experiences. (source: wikipedia)
Destination URL/Landing Pages
Check the the destination URL/landing page load time and make sure they are performing fine. A lot of times you can boost performance by simply improving your user experience.
The worse destination URLs are typically the home page and not precise landing pages that converse closely what the keyword and ad talked about. If there’s an offer in the ad, then it must be consistent with the landing page experience for highest chance of success.
They may be getting average results at the present, but an alteration in the offer, or layout of the site may create impressive boost in conversion rates that then raise your volumes of leads and sales and diminish the cost per lead and sale. Some a/b and usability testing will be greatly helpful.
Search Term Report/Keyword Match Types
Check the search term report. Looking at t the keyword match types that an account makes use of, you can more often than not deduce how dire or how fine a search term report will be.
The search term report swiftly informs you if the keywords an account is bidding on matches what they’re really shelling out for. You could be utilizing broad match keywords and If they are the only match types being made use of, then there’s a very high possibility that budget is being worn out rapidly.
At some point in your PPC audit, you can go in and distinguish the time stamps of your account. What you’ll more often than not notice is that people are mostly converting within the first day they click your ad, however a small percentage of that fall between two to more days after they first clicked your ad.
Remarketing allows you to have your image and text ads go after a past visitor around as they carry on to leaf through other sites. Your offering may have a extensive sales route, thus Making use of remarketing to keep on top of mind will let you to bring back lost sales and leads
Conversion Tracking/Phone Tracking/Email Tracking
The good thing regarding PPC marketing is that it’s very simple to tie into income and ROI. Conversion tracking lets you figure out which keywords, ads, and landing pages are performing the finest so you can effortlessly include or remove budget depending on performance.
It’s strongly suggested to place conversion tracking so that you can report on accomplishments and improvements. Track phone calls and also emails that are generated by PPC marketing.
This is going to be very helpful in order to use advanced bidding functions.
PPC Campaign Settings
There are various ways to set up PPC accounts. When it comes to PPC, one of the things that often can be observed is campaigns targeting mutually the search and display network. Loads of the people have accounts set up this way and they actually wanted to simply show up their ads on Google, and not the display/content network.
You can perform a segment by network report and spot where the majority of the budget has been used, and from time to time the display network consumes more than the search network, not letting the advertiser to bid on their desired keywords.
Ad Group/Campaign/Quality Score Relations
How are the campaigns and ad groups structured? Is there a strong common theme between the keywords and ads, or is it all just one melting pot of a mess?
While doing a PPC audit, you will observe that the quality scores dwindle when an advertiser made use of one ad group for every one of their keywords.
Through being a great deal more granular with the set up of your AdGroups will generate higher click-through rates, higher quality scores, higher ad positions, and lower cost per clicks.