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Your PPC account is not perfect. We hope you aren’t surprised we said that. The truth of the matter is this: no matter how hard you work on building an account and optimizing it according to best practices, you could miss something. An even truer statement is that the longer you work in an account, the easier it is for things to slip past your ever-watchful eye.
In these situations and on occasion, even if your account is performing well, you need to take the time to audit your efforts.
Google Adwords Account Audit Guide 2015
Campaign Settings: Check if the campaign is opted in for both Search & Display,
for an effective campaign this is not advised at all. Avoid creating AdWords
campaigns that’s set to serve on both the Search Network and Display Network
because that makes the campaign difficult to optimize and measure
performance. Recommend splitting the campaign into two campaigns, search
Ads – Google recommends setting up multiple versions of ads per ad group.
Check if the Ad Groups have more than 3 ads per ad group, best practice
recommends 3-4 ad variations or more with one mobile preferred ad.
1- Tie keywords back into ad copy. Consumers tend to engage with ads that
appear most relevant to their search. Check if Ads are following best practice in
regards to keyword insertion.
Google Stat: Based on internal Google data.
Tying keywords into headlines alone lifted ad CTRs, on average, 15%. *
Tying keywords into the display URLs alone lifted ad CTRs, on average,
Ads that featured keywords in both the headline and 1st description line
impacted CTR positively 68% of the time. *
Keyword: Sample Audit
Current Ads: Recommended:
Creative Juices Sample Audit
Description Line one.
Call to Action here!
Creative Juices Sample Audit
Sample Audit Description Line.
20+ Years Experience. Call Now!
2 - Using Title case capitalization throughout the headline and body text can
help ads standout. Check if there are any inconsistencies in the ad copy; whether
small and capital letters are used. Refer example above
Google Stat: Ads with title case capitalization and a keyword in the
headline lifted CTRs 62% of the time. *
3 - Highlight unique selling points, these will be different for each client. – Check
if campaign is currently doing well with selling points, e.g. savings, free
Estimates, free shipping. Etc. Adding actual cost from specials would help here.
4 - Include one or more mobile-preferred ad copy per ad group. Check if the
website is responsive, meaning its mobile ready. Mobile makes 20% of the
Google traffic, you can get better results if mobile users see an ad that’s very
relevant to them, with a mobile-specific call to action like “Call us now, View This
On Our Mobile Site, Order On Our Mobile Site”.
Another simple way to show that a mobile-friendly experience awaits the
searcher is by adding “/phone” or “/mobile” at the end of the display URL.
Current Ads: Recommended
No mobile preferred ads
#1 In Pool Covers
Spend Less Time Cleaning Your Pool.
Get A Free Estimate. Call Us Now!
5. Use ad extensions to improve relevance. – Check if Ad extensions are
currently being used in the campaign. Ad extensions appear alongside your ads
and deliver additional information to users thus making your ads more relevant.
Extensions are also part of Ad Rank, so the better your extensions are, the more
competitive you'll be in the AdWords auction.
Call Extension: Site Links:
6. Negative Keywords - Negative keywords are an essential part to a well-
rounded keyword strategy. They prevent you from showing ads to people that
are less valuable to you or less interested in what you have to offer. You can
increase your profitability and better control the flow of traffic in your account
by using negative keywords to the fullest.
7. Keyword Match Type Optimization – Check if all keywords are currently
using default broach match type. This match type reaches the widest audience,
because they reach the widest possible audience, searchers might see and click
your ad when querying irrelevant topics, and these costs can add up surprisingly
fast. I suggest an introduction of Broad modified, phrase and exact match types
to help tighten the campaign from irrelevant clicks.
8. Quality Score - One of the ways Google help ensure a good experience is
by measuring the quality of ads, summarized for you with a 1-to-10
Quality Score. Quality Score is like a warning light in a car’s engine that
shows how healthy your ads and keywords are. Good quality score will
not only signal a health campaign but saves money. A Good quality score
is from 7 and above, the focus will be to improve all low quality score
I will be putting part 2 of the Audit soon, I will cover a lot of things to optimize
and improve your campaign performance and save your clients money and get
more leads. Please comment and share if you find this helpful.
These recommendations were done on a live campaign. Feel free to use them to
audit and implement on your clients account on a month to month basis to improve
performance and ROI. They are based on current Adwords best practices. If you are
stuck or need help with audit and improving your clients accounts, email me and I
would love to help you run a successful campaign.