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How To Conduct A Complete AdWords Audit
- 1. How to Conduct a Complete AdWords Audit Patrick Gordon Director of Digital Marketing @pgaritck
- 2. @voltagekc @pgaritck About Me Digital Marketing Director Two years in Kansas City First baby due any second
- 3. @voltagekc @pgaritck About Voltage Founded in 2005 in Kansas City, MO Digital Marketing Agency Award Winning Success for clients in wide range of industries Growing team, new office space, exciting times!
- 5. @voltagekc @pgaritck The Benefits Find areas of spend waste Identify new opportunities for expansion Validation of assumptions
- 6. @voltagekc @pgaritck Keys to a Good Audit
- 7. @voltagekc @pgaritck Keys to a Good Audit Identify what you’re going to review Get in and get out of the audit process Build a post-audit action plan
- 8. @voltagekc @pgaritck Let’s Do This!
- 9. @voltagekc @pgaritck Step 1: Review Goals What are your conversion goals for the company? What are the conversion goals in AdWords? Can you track performance beyond AdWords?
- 10. @voltagekc @pgaritck Step 2: Review Account Structure Clear business goals? Hierarchy set? Campaigns comparable? Easy to balance budgets?
- 11. @voltagekc @pgaritck Step 3: Account & Campaign Settings Geographic targeting Device targeting Advanced location settings Bid strategy, budget, and ad delivery method Dayparting
- 12. @voltagekc @pgaritck Step 4: Ad Groups 10 keywords or less Max CPC Budgeting
- 13. @voltagekc @pgaritck Step 5: Keywords Negative keywords Search query reporting Spend bleeding keywords Quality scores Keywords conflicts Max CPCs Terms that are out of line with expectations
- 14. @voltagekc @pgaritck Step 6: Ads Ad variations Dynamic keywords Calls to action Quality scores
- 15. @voltagekc @pgaritck Step 7: Landing Pages Good headline Clear call to action Forms Call tracking Conversion tracking Quality scores Content expansion or reduction
- 16. @voltagekc @pgaritck Reporting & Action Plan
- 17. @voltagekc @pgaritck Action Plan Lay out findings Prioritize updates Timing of implementation Anticipated impact
- 19. @voltagekc @pgaritck Key Takeaways Remember why you’re doing this Get in an out of the process Use your audit to build a solid action plan
- 20. @voltagekc @pgaritck References References: ◦ https://www.searchenginejournal.com/google-adwords-audit/202600/ ◦ http://www.wordstream.com/blog/ws/2014/07/30/ad-scheduling Photo Credits: • https://giphy.com/search/the-unbreakable-kimmy-shmidt
- 21. How to Conduct a Complete AdWords Audit Patrick Gordon Director of Digital Marketing @pgaritck
Editor's Notes
- Something isn’t going as expected, or we think things can be better and we want to find out why! The Problem: Taking over management of an existing AdWords account We haven’t taken a step back from our account in a long time We’re experiencing negative performance trends
- Who doesn’t like to be right… right? Benefits: Find areas of spend waste Identify new opportunities for expansion Enhance ongoing management processes Gain audience insights that can be applied to AdWords and other marketing campaigns Validation of assumptions
- Know why you’re going in, only note what you want to fix, put it together into a post-audit action plan Identify what you’re going to review and understand importance of it Review and document status of each item in audit Make detailed notes and call out examples of items to revisit or address in post-audit action plan Get in and get out of the audit process Resist the urge to make campaign updates while you’re auditing Develop the post-audit action plan
- What is the best way we can measure success? Awareness? Sales? Leads? Set a clear expectation for what success looks like Questions to ask: What are your conversion goals for the company? What are the conversion goals in AdWords? Have goals changed? Can you track performance beyond AdWords (for leads, sales, or traffic)? Has your target audience or set of personas changed?
- Does everything from campaigns to ad groups to keywords align with business goals. Is it organized in a way that is easily reportable? There are a lot of ways to structure use of campaigns and ad groups around: Business objectives Persona targets Product lines Service lines Subject matter Targeting options Aspects of structure to audit: Do the campaigns provide meaningful roll up reporting for the ad groups that fall within them? (Making sure the aggregate data Are the campaigns easy to compare to each other and to balance budgets across? Do the campaigns represent different campaign setting level segments (geo-targeting, dayparting, campaign level bids, campaign level budgets)?
- Settings to review: Is the geographic targeting appropriate and accurate? Do you see any countries or regions in the “locations” tab that you don’t want to target? Is device targeting appropriate? B2B skews desktop, developing mobile first? Are you sure you have the advanced location settings configured exactly as you want for your audience? People in, searching for, or who show interest in your targeted location (recommended) vs. People in your targeted location Are the bid strategy, budget, and ad delivery method as you desire? Do you have the right dayparting in place? Find out when folks are searching for your service
- Ad Groups aspects to audit: Do my ad groups have approximately 10 keywords or less? Quality score tends to be harder to maintain if you go any higher than that Are the ad group level max CPCs set at an optimal level? Are my best ad groups receiving enough of the budget?
- Keywords aspects to audit: Are negative keywords in use? Does the search query report show any keywords that are off topic for the subject matter and conversion goals? Are there terms that have zero conversions yet have high impressions, clicks, and/or spend? Are there keywords that have low-quality scores? Are there keywords that have a status of “no” for showing right now? If so, are there negative match or other conflicts when you want them to be running? Are the keyword specific max CPCs set at an optimal level? Are there any terms that are out of line with expected or desired CPC, CTR, conversion, or conversion rate targets?
- Ads aspects to audit: Two ad variations in each ad group. Use of dynamic keyword insertion and performance against a static headline. Use of calls to action in ad headlines and effectiveness. Are there ads with mid- to low-quality scores?
- Landing Pages aspects to audit: Is there a good headline and clear call to action on the page? Do the forms work? Is there a dedicated call tracking number? Does the form submit to a thank you message or page that contains the conversion tracking code? Are the quality scores of ads linking to each respective landing page mid to high? Does it make sense to add more landing pages or condense into less based on performance of ads and pages?
- Documents each item, importance, status, anything to be addressed Prioritizes list of updates that need to be made based on importance and impact Assignments for who is to do the follow up work Timing of implementation Anticipated impact of the updates