10 Minute PPC Audit To Identify High Value Optimizations


• By Wesley Parker •

 

Do you want to improve your PPC performance but are not sure what areas of your account to focus on?

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Reviewing your PPC periodically with a PPC audit is a smart way to find high value missed opportunities.

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When it comes to account reviews you could use software such as the Wordstreams Adwords Grader have a PPC agency do a free PPC audit of your account or do one yourself.

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In this article I’m going to cover 5 areas of your account that you can audit that will help you identity high value optimizations.

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1. Review your advert extensions

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There has been a significant amount of research to show that including a full set of ad extensions will increase your Adwords performance by around 60%.

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That being said there is a lot of advertisers that still don’t use the full set of ad extensions.

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PPC audit 1

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Head over to your ad extensions tab and make sure that every ad group and campaign has sitelink extensions, callout extensions, review extensions, price extensions, seller ratings extensions, call extensions, location extensions and structured snippets.

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2. Review your split testing strategy

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Split testing your Adwords ads is fundamental to improving your Adwords ROI however most advertisers skip this step.

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Make sure that in every ad group you have at least 2 ad copies that are being tested against each other and that you have a strategy for split testing.

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Start wide with your split testing and test big changes such as using a different USP or offer and then move to smaller changes such as the call to action and iterate your ads.

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Finally ensure that you have some software or a script in place to ensure that you can measure when your ads have reached statistical significance, so that you never make the wrong call on a split test.

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3. Review the number of keywords in your ad groups

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A sure fire way to ruin your Adwords chances are to fill you ad groups with 10 – 20 keywords. Its not your fault if you have as Google were until recently recommending that you do.

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Go through your ad groups and ensure that there are a maximum of 3-4 tightly themed keywords in each ad group and that your top performing keywords are place within their own ad group with a highly relevant advert.

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4. Review your keyword match types

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Another sure fire way to improve your performance is to get rid of any broad match keywords within your campaigns.

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PPC Audit 2

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Broad match keywords give you very little control over your ad performance and will generally result in your ads being shown for irrelevant searches, burning through your ad budget.

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If you have broad match keywords convert them into broad match modifier and then look in your search query report to see what searches your ads were appearing for and add relevant ones as broad match modified keywords.

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5. Review your landing pages

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Your landing pages can make a huge difference to your overall campaign performance. For example if your landing page conversion rate doubles not only would you generate twice as many leads but your cost per lead would half.

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If you don’t already have dedicated PPC landing pages then it is time to create some, I’ve seen advertisers literally waste thousands by simply sending people to their homepage.

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If you do have landing pages in place make sure that you have a split testing strategy in place and you look at your dimensions tab to identify the highest converting pages to push.

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Conclusion

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The 5 areas of your account above present 5 very high priority areas that I will start at when reviewing a new PPC account.

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They almost always least to double figure increases in your PPC performance even on large Adwords accounts.

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Don’t sit on the fence, take action today and spend just 10 minutes identifying high priority optimizations that will really move the needle.

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Guest author: Wesley Parker

Wesley is Founder and CEO at Clicteq. He currently manages a £6 Mil Adwords portfolio across a range of different sectors. He regularly features in leading search publications such as Search Engine Journal, Econsultancy and Certified Knowledge.

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