By Rachel Anderson
As a pay-per-click specialist I analyze PPC accounts on a regular basis. Sometimes an extremely thorough analysis is in order where I go over every facet of an account, keywords, ad copy, landing pages, individual keyword bids, etc. Other times the objective is to quickly determine the overall quality and health of an account.
I’ll outline the steps for a basic PPC audit. This provides a great picture of what’s going on and will help to plan for the success of the account.
This may be your first time looking at the account and you may not understand all the data available. That’s okay! Right now we are focusing on the big picture. You can always come back and dig deeper.
This is where you can learn a lot about how the account has been run and it’s complexity. Take a particular look at:
Check out the Change History tool to get an idea of how often and what sort of changes have been made in the account previously. Are changes made on a daily, weekly, monthly basis? This will give you another insight into the management of the account.
Get into Bulk Operations to take inventory of any automated rules that may be in place. These can play a big role in an account. For example an automated rule can be in charge of making daily bid adjustments, scheduling ads or managing budgets. Be aware of any automated rules that have been in place and what their role has been.
Set your time frame to the last 6 months to a year. You may be lucky enough to have year-over-year data and if so take advantage of it. How has performance over longer periods of time changed? Has performance flatlined, increased, decreased? Are changes seasonal?
Do a quick download of all the active keywords. Sort by match type and take a look at the break down. Is there a good balance of Phrase and Exact to Broad?
Are there any negative keywords in any campaign or ad group? Is there a campaign wide list that is shared between campaigns?
Are campaigns using ad extensions? There are many options available to help ads stand out and this is a great area for immediate improvement if they aren’t already in place.
That’s it for the 10 minute audit! There is definitely a place for deeper audits but for a quick look to gauge the health of the account, this is a great way to start. Happy analyzing!
Rachel Anderson is a Pay Per Click Advertising Strategist at Netmark.com. She loves helping companies be successful online by defining target markets and creating the most relevant, appealing ads. Off the job she enjoys photography, good food, the outdoors and family time.