ppc audit sample & adwords review from markitors

WHAT’S INCLUDED IN THIS AUDIT?

The PPC Audit we’ve performed for ABC Co. evaluated

the most important factors that impact your pay per

click marketing performance.

In the evaluation process we determined which issues

would be most important for your consideration as it

relates to a prioritized action plan.

In this report we only present the issues we believe

will likely bring the most efficient results moving

forward. The report is organized by the sections we

believe have the most impact on your PPC results.

At the end of the report you’ll find our prioritized

action plan and strategy to improve the PPC marketing

efforts for ABC Co..

OVERVIEW // PPC AUDIT + STRATEGY

// ADVERTISING & COMPETITOR RESEARCH- Competitors’ best keywords, ad strategies and budget.

// WASTED SPEND - How much money could be saved with a few actions.

// QUALITY SCORE OPTIMIZATION - How Quality Score is impacting rankings and costs.

// CLICK THROUGH RATE (CTR)- Factors impacting your CTR results.

// ACCOUNT ACTIVITY- Best practices within your PPC account.

// TEXT AD OPTIMIZATION- How ad text impacts clicks, CTR and ad ranking.

// LONG TAIL KEYWORD OPTIMIZATION- How long-tail keywords can achieve a higher ROI.

// IMPRESSION SHARE OPTIMIZATION- How often your ads appear for relevant searches.

// LANDING PAGE OPTIMIZATION- How effectively you’re converting clicks into sales.

// MOBILE ADVERTISING- Maximize opportunity with mobile ads.

PPC AUDIT:

ADVERTISING & COMPETITOR RESEARCHHERE ARE THE KEY TAKEAWAYS:

» Top competitors on average are spending $1,300 a month on PPC marketing

» ABC Co. spends about $100 per month - less than what competitors spend in three days

» Top competitors on average are targeting 145 nonprofit related keywords per month

» ABC Co. is targeting 38 keywords - almost a fourth of competitor reach

» Top competitors on average are getting 940 clicks a month to their site

» ABC Co. is getting about 33 visits per month - 3.5% of competitor traffic

» Top competitors on average are spending $1.38 per click

» ABC Co. is paying about $3.03 per click, largely due to a higherthan average ad position

TOP LANDING PAGE FOR THE COMPETITOR:

competitor.com

YOUR COMPETITION:

» KEY STATS : Estimated Monthly Budget: $1,146: Total Paid Keywords: 170: Estimated Monthly PPC Clicks: 849

» TOP 10 PAID KEYWORDS : top competitor paid keyword - $3.63 / click: top competitor paid keyword - $3.39 / click: top competitor paid keyword - $0.78 / click: top competitor paid keyword - $6.21 / click: top competitor paid keyword - $7.40 / click: top competitor paid keyword - $4.34 / click: top competitor paid keyword - $1.18 / click: top competitor paid keyword - $7.12 / click: top competitor paid keyword - $5.31 / click: top competitor paid keyword - $0.78 / click

* See Excel spreadsheet for full list of keywords

» ADS: Average Ad Position: 6.29: Average Cost Per Click: $1.35: Ad History: 3 years, 4 months

competitor.com

YOUR COMPETITION:


competitor.com

YOUR COMPETITION:

TOP LANDING PAGE FOR ABC Co.:

abcco.com

YOU:


» TOP 10 PAID KEYWORDS : top paid keyword - $3.63 / click: top paid keyword - $3.63 / click: top paid keyword - $3.63 / click: top paid keyword - $3.63 / click: top paid keyword - $3.63 / click: top paid keyword - $3.63 / click: top paid keyword - $3.63 / click: top paid keyword - $3.63 / click: top paid keyword - $3.63 / click: top paid keyword - $3.63 / click



abcco.com

YOU:

com

petito

r 1

com

petitor 2

com

petitor 4

com

petitor 3

COMPETITIVE ANALYSIS

com

petitor 5

Monthly Budget

ABC Co.

# of Paid Keywords

# of Monthly Clicks

Average Ad Position

Average CPC

$100 $1,146 $1,760 $960 $1,590 $1,050

38 170 261 78 122 94

33 849 1,340 788 975 748

3.78 6.29 7.39 7.29 6.74 9.18

$3.03 $1.35 $1.31 $1.21 $1.63 $1.40

COMPETITIVE RECOMMENDATIONS

» We have provided you with a list of keywords that your competitors buy, but that you currently don’t.

Our Buy Recommendation list includes 48 keywords related to TARGET INDUSTRY NAME. The list also includes our bid recommendations for each keyword, and your expected daily costs and daily traffic for each keyword.

We recommend building out new campaigns targeting these keywords.

We estimate that if you target all 48 of these keywords, you will spend approximately $1,000 to generate 826 clicks at about $1.21 per click.

This will increase your monthly budget to $1,100 to generate about 859 visits. You will be targeting 86 keywords in your campaign. All of these numbers - budget, visits, and keywords - are consistent with what we found from the top competitors in your industry.

Next month, your competitive chart could look like this:

Monthly Budget

ABC Co.

# of Paid Keywords

# of Monthly Clicks

Average Ad Position

Average CPC

$1,100 $1,146 $1,760 $960 $1,590 $1,050

86 170 261 78 122 94

859 849 1,340 788 975 748

6.5 6.29 7.39 7.29 6.74 9.18

$1.28 $1.35 $1.31 $1.21 $1.63 $1.40

COMP. 1 COMP. 2 COMP. 3 COMP. 4 COMP. 5

PPC AUDIT:

ADWORDS AUDITHERE ARE THE KEY AREAS OF FOCUS ON THIS NEXT SECTION:

» Wasted spend » Quality Score Optimization

» Click Through Rate Optimization

» Account Activity

» Text Ad Optimization

» Long Tail Keyword Optimization

» Impression Share Optimization

» Landing Page Optimization

» Mobile Advertising

OVERALL SCORE

SUMMARY OF AUDIT FINDINGS:

Wasted Spend is calculated by tracking the number

of negative keywords you have created in the last 90

days and projecting how much money could be saved

by adding additional negative keywords every month.

Negative keywords are an absoulte must, especially if

you have broad and modified broad match keywords.

AUDIT // WASTED SPEND

You’re falling behind similar advertisers, who added an average of 56 keywords in the last month.

You have 0 negative keywords added to

your account. Your industry average is 45

negative keywords. The lack of keywords

on your account has resulted in $32.73

wasted in the last 90 days, and is

projected to waste $130.93 in the next year.

WHAT IS WASTED SPEND?

RECOMMENDATION:

You seem to be wasting a significant

portion of your AdWords budget. Start

adding negative keywords now to get more

value out of PPC.

For example, if you’d like to exclude a segment of customers from your campaigns, consider adding negative keywords like “KEYWORD” and “KEYWORD” to your ad groups.


Quality Score is a measure of the relevance of your

keywords, used to ensure that Google users see

relevant ads and have a positive experience. The

factors that determine your Quality Score are:

// The Click Through Rate (CTR) of the keyword and

matched ad

// The relevance of the keyword and ad to the search

query

// The relevance of the keyword to its ad group

// The CTR of the display URLs in the ad group

// The quality of your landing page.

AUDIT // QUALITY SCORE

Raising your Quality Scores could help you achieve higher ROI.

Your quality score is 6.2. We recommend

that you target a score of 7.0 or higher.

By improving your Quality Score by 1.0,

you can save $10.26, or get 3 more clicks /

month.

WHAT IS QUALITY SCORE?

RECOMMENDATION:Higher Quality Scores will increase your

impressions and lower your costs. Splitting

ad groups, finding more targeted keywords

and testing different ad text will improve your

Quality Scores. So will creating specific

landing pages for specific keywords.

AUDIT // QUALITY SCORE

RECOMMENDATION:

You don’t have any keywords that are less than

a 4, which is great!

Focus on improving keywords that have a

quality score of 4, 5 or a 6.

Evaluate the keyword and ask yourself:

- Is this keyword included in my ad?

- Is this keyword including in my landing page?

- Is there a keyword that is more targeted?

Improve the quality score of your keywords by:

- Testing different ad text in your ad

- Splitting keywords into different ad groups

- Building a landing page that includes the

keyword

- Pausing the keyword and selecting more key-

words to test


Click through rate (CTR) is a ratio of the number of

people who click your ad to the total number of times

your ad is shown (impressions). This data is then

aggregated for all the ads in your account to calculate

an overall click through rate.

AUDIT // CLICK THROUGH RATE

Your CTRs are pretty good, but it looks like your keywords and ads could be better targeted.

Your Account CTR is 1.82% with an average

position of 3.69. If you increased your CTR to

3.44%, you could expect 1 more clicks or 1

more conversions a month.

WHAT IS CLICK THROUGH RATE (CTR)?

RECOMMENDATION:Increasing your click-through rates would

drive more traffic and improve your Quality

Scores. To raise CTRs, try finding more targeted

keywords, using negatives, and updating your

ad text.


Account activity is a measure of how frequently you

made changes in the past 30 days to key areas of your

AdWords account, including campaigns, keywords, ad

groups, ad text and placements.

AUDIT // ACCOUNT ACTIVITY

You may be neglecting your account and losing ground to competitors in the process.

You made 28 updates to your ad text in this quarter, but haven’t made any updates in the last month. You’ve made 15 keyword updates in the last quarter, including 4 in the last 30 days. You’ve added 2 new campaigns this quarter as well.

You’re actively devoting time to working on your account - this is good news for your campaigns!

WHAT IS ACCOUNT ACTIVITY?

RECOMMENDATION:

Your campaigns will suffer if you’re not

actively working on your account, logging

in almost every day. Do you have the time

and resources necessary to keep your

campaigns running smoothly?


Specific, targeted ads tend to get better rankings and

higher click-through rates. So it’s important to write

a unique ad for each keyword. In fact, best practices

dictate writing multiple text ads for each keyword -

you can then test which of your ad versions performs

best. Writing and testing multiple ads will have a

strong positive impact on CTRs and Quality Scores, so

your ads get more exposure, without you having to

raise your bids.

AUDIT // TEXT AD OPTIMIZATION

You’ve written a fair amount of ads, but writing more targeted ads will go a long way toward improving results.

You have 36 active text ads in your

account, which is above the industry

benchmark of 20 ads. You also have about

4 text ads per ad group, which is above the

industry benchmark of 2.5. Nice job!

Your best ads are performing slightly

better than expected given their average

position, but your worst ads are not

performing near the expected CTR’s.

WHAT IS TEXT AD OPTIMIZATION?

RECOMMENDATION:

To get the most out of PPC, target your

weakest ads and replace them with new

and relevant text ads that feature

compelling text and keywords from your

ad groups.


Long-tail keywords are longer, more specific keyword

phrases, usually containing three or more words. They

have low to medium search volume individually, but

overall, long-tail keywords account for most of search

engine traffic. By leveraging long-tail keywords in your

PPC campaigns, you can achieve a higher ROI, since

long-tail keywords are less competitive and therefore

less costly.

AUDIT // LONG-TAIL KEYWORDS

You’ve done a good job incorporating more targeted, long-tail keywords into your campaign.

99% of your long-tail ad impressions come

from keywords with 3 or more words. 1% of

your search impressions come 2 word

keywords, which are your “ABC Co.”

branded search terms.

WHAT ARE LONG-TAIL KEYWORDS?

RECOMMENDATION:

By adding more long-tail keywords to your

account, you could further improve CTRs

and conversion rates while lowering your

costs. Start finding more long-tail

keywords...


Impression share is a measure of how often your ads

are appearing for searches that are relevant. This

metric is a ratio of the number of times your ad is

shown (impressions) to the total number of times your

ad was eligble to appear based on its relevancy to a

search. A low impression share means that something

is going wrong in your campaign and causing you

to lose out on potential opportunities to appear to

qualified searchers.

AUDIT // IMPRESSION SHARE

Raising your impression share would increase your exposure and bring in more leads.

You’re losing 3% of your impression share

due to Ad Rank.

The good news is that you’re not losing

any impression share due to your budget.

WHAT IS IMPRESSION SHARE OPTIMIZATION?

RECOMMENDATION:

You need to troubleshoot your relatively

low impression share. The problem could

be low budget, low Quality Scores, poor

targeting or all three.


Landing pages are where you convert clicks into

sales. Without effective landing pages, your PPC ROI

will suffer. Features of a strong landing page include:

- Clear relevance to the keyword, the ad and the ad

group. - Concise copy and a clean, visual layout - A

clear call to action - A well-designed form that leads

the visitor to take the next step. Poor or generic

landing pages can harm your Quality Score as well

as your conversion rates, so it’s important to create

specific landing pages for each ad group.

AUDIT // LANDING PAGE

You’ve created a fair amount of landing pages, but more and better landing pages will go a long way toward improving results.

You have created 3 different landing

pages, which is a fair amount. The

benchmark in your industry is about 5

landing pages, which enable advertisers

to better convert leads and improve their

Quality Score to reduce their advertising

cost.

WHAT IS LANDING PAGE OPTIMIZATION?

RECOMMENDATION:

You need to create more landing pages to

get more out of PPC. Make sure you have

a unique landing page for each ad group.

Then test your landing pages to boost

conversion rates.


Mobile searches continue to grow at a rapid pace

and are set to outpace desktop searches in the near

future. Mobile searches often have higher action

intent, convert quickly with 55% taking action within

1 hour, and typically cost less per click than desktop

searches.

AUDIT // MOBILE ADVERTISING

You’re missing out on opportunities to optimize for your mobile ad performance.

: 0 of your 9 ad groups have mobile text

ads set up

: 0 of your 2 campaigns have mobile site-

link extension set up

: 0 of your 2 campaigns have mobile call

extension set up.

WHY MOBILE ADVERTISING?

RECOMMENDATION:

Enabling mobile on your campaigns will

add a projected $72.84 mobile spend over

the course of 12 months, which would

represent 9% of your overall PPC spend.

PPC AUDIT:

HIGH PRIORITY NEXT STEPS» Increase monthly budget to $1,100 to compete with top competitors

» Add 24 negative keywords to your account to save $351 / year in wasted ad spend

» Add 48 keywords from our Buy Recommendation list related to INDUSTRY NAME

» Target weakest ads with CTR’s lower than 2.3% and replace with new, relevant ads

PPC AUDIT:

MEDIUM PRIORITY NEXT STEPS» Test different ad text for keywords with Quality Scores of 4, 5 and 6

» Create 2 additional landing pages for keywords with low Quality Scores

» Reduce your average cost per click across all of your campaigns to pay less per click

» Enable mobile campaigns to increase impression share

PPC AUDIT:

LOW PRIORITY NEXT STEPS» Decide whether you have the time and resources internally to handle PPC, or if you’ll need to look for an alternative solution

» Find additional long-tail keywords to include in your campaigns » Monitor impression share reports to see if your account continues to lose impressions due to Ad Rank

» Closely monitor the account as activity increases and track conversions carefully

ppc audit sample & adwords review from markitors

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