Hello All, I am sharing what I have found during my work experience with Google Adwords and this is what I follow also.
Before to beginning an audit, the first item I ascertain
is the account goals. Understanding the goals of an account helps me determine
what areas I need to focus on. If an account’s primary aim is to drive volume,
I will examining key metrics such as conversion rate and conversion volume. And if goals are more cost efficiency
and profit focused, I keep focus on areas such as cost per click and quality
scores.
In addition to understanding goals, I ask questions about
business processes. For instance, is sales process based off of phone calls? If
so, are these calls being tracked? How the calling team answers to the queries
and what are the main queries being asked by the potential customers.
Once I have answers to my questions, then I will start
with the process of account auditing.
After much trial and error, I have come across a
methodology for auditing which I feel will help all of us to understand it
better. It is consist of seven steps which I follow:
Step:1).
- Campaign Settings - I
begin the audit process by reviewing the campaign settings. At this point,
1st I basically start checking settings that have been enabled
in a way that might negatively impact performance. Examples of incorrect
settings may be campaigns opted into Search and Display at the same time,
ads not set to ‘rotate indefinitely’, whether or not mobile bid modifiers
have been implemented, and if geo targets have been properly set.
Step:2).
- Account Structure/Keywords – At
this stage of the audit, I am looking for critical flaws in campaign
structure. Some key questions I am trying to answer are:
1.
Does each campaign
have a specific theme?
2.
Do the ad groups
support the main theme of their respective campaigns?
3.
Do ad groups
contain more than 20 keywords, or are the keyword themes varied and conflicting
(as per my experience initially more number of keywords are good but as the
time passes after running campaign minimum one month we should pause and keep
live only the keywords which are performing)?
Step:3).
- Bidding - Once I’ve gone through
examining account structure and keywords, I pay close attention to
bidding. I am trying to determine if keywords have unnecessarily high cost
per clicks. It should be based on the first page bid and the top page bid
of that particular keyword. As much I have experienced, accounts suffering
from high cost per acquisition are often overpaying for clicks or similar
bidding for each keyword. Make sure bidding strategy is examined closely
& bid only according to the 1st page bid & top page
bid.
Step:4).
- Ad Copy - When examining ad copy, I
am looking to see if at least 2 ads are running per ad group, and if the
messaging in each ad is unique from one another. If formal ad testing is
not being done, the key here is to at least gain an understanding of what
kind of copy is performing well and what isn’t.
Step:5).
- Ad Extensions -
When auditing ad extensions I specifically look to see if at least
sitelinks are enabled. There may be business reasons why other extensions
such as phone, review and location may not be running. If you have a
multiple page site, sitelinks are crucial to driving higher click-thru-rate
percentages and conversion rates.
Step:6).
Performance by Segment - Reviewing performance by ad position, device, and network is key to
understanding total performance. To know this simply can pull data
from adwords report that which network or which device is behaving well. After
this the placements site are we getting conversion from the relevant site or
not, which are the site giving more conversion at lower cost or which are
giving at higher cost.
Step:7).
Landing Page - PPC specific landing pages are vital for success.
The standard website generally isn’t honed specifically for conversions –
landing pages are.
Four
crucial things in landing Page:
- Content
- Form Length & where
it is placed (As per my observation basically it should have a full view
without scroll)
- Image Placement
- Button Colors
Please share Your ideas for the same, For suggestion & Queries please contact me on my email raviaggarwal03@gmail.com or contact me on 9619444010.
