PPC Playbook Episode 18: Do-It-Yourself PPC Audit

PPC Playbook is hosted by PPC experts, Shane Ryans and Maria Perilli. Episode 18 demonstrates a detailed walk-through of each step in the do-it-yourself PPC audit process. Performing an effective PPC audit can offer incredibly important insight into your campaigns to improve and optimize their performance. The PPC Pros answer your questions, “Do I need an audit?” and “When should I perform an audit and how often?”, as well provide input on the critical things to look for when doing one.

The Roadmap to Your DIY PPC Audit:

  • Campaign structure – refer to PPC Playbook Episode 1 for detailed instructions on AdWords Account Structure Best Practices

  • Campaign settings – start here, since settings are usually setup once and never looked at again, be sure to check your daily budget and geographical targets

  • Ad groups – you want properly segmented, tightly-knit themed Ad Groups

  • Keywords – segment Broad, Phrase and Exact match types, use Search Query Reports to find opportunities for expansion (discussed in Episode 9)

  • Ads – have at least two Ads per Ad Group and write compelling Ads as discussed in Episode 7

  • Quality score – bounce rate can affect quality score as well

  • Ad extensions – can easily boost click-through rates, refer to Episode 21

  • Conversion tracking – connect AdWords to Analytics and consider using call tracking (mentioned in Episode 11)

  • Time Lag Report – know when your conversions happen, listen to Episode 16 for a detailed explanation of how this works

We’re here to help, if you have any questions while you’re performing your PPC audit, let us know. BONUS: For a limited time, we’re offering a Free PPC Audit for one of your PPC accounts, your choice!

PPC Playbook provides an interactive and friendly atmosphere for pay-per-click managers to get their industry news fix and questions answered. Subscribers can Tweet their PPC-related questions to @ppcplaybook or comment below. New episodes air Thursdays at 3 p.m. EST on WebmasterRadio.FM.

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