Generally speaking, the word "audit" has been plagued with a negative connotation, with thoughts of time-consuming investigations, and detailed reports of failures. This session will help break that connotation, and show effective approaches to audits, which in turn would help them reduce inefficient spend, increase click through and conversion rate.
4. Who Is The Audit Avenger?
Worked in the industry for 5+
years
Experience in both in-house &
agency settings
Mentor to future paid search
marketers at Penn State (We
Are)
Lover of puns & puppies (Be
prepared to see a lot of both).
Use #heroconf & #ppcaudits + favorite tidbit for a
chance to win $25 Amazon Giftcard.
5. Your Company Logo
Are You
Caught In A
Bad Romance
With Your
Account?
Don’t say, I didn’t warn you.
@megster88
13. Mobile Isn’t Going Away
How does your website appear on
mobile devices?
How are we modifying for mobile?
Remember, there are really only 2
spots on mobile devices.
@megster88
19. Think This Is Tight?
Your Keywords Should
Be Even Tighter.
@megster88
20. Re-structure Results
CTR increased 165% (2.22% to 5.89%)
CPA decreased 59% ($102 to $51)
ROAS increased 112% (1.3 to 2.9)
CR increased 139% (1.67% to 3.99%)
21. How Did I Do That?
Segmented mixture of match
types
Isolated brand keywords
Cautious approach towards broad
match
Became BFFs with negatives
@megster88
45. Don’t Clone Search Or
Sheep.
Don’t Clone Search Or
Sheep, For That Matter.
It Would Be BAAd
To Clone Search
Or Sheep, For
That Matter.
@megster88
46. Don’t Clone Search Or
Sheep.
Don’t Clone Search Or
Sheep.
Don’t Clone Search Or
Sheep.
Don’t Clone Search Or
Sheep.
Watch Out For Sneaky
Opt In@megster88
51. Optimizing PLAs
Remember PLAS are not search.
Run maintenance reports
frequently.
Optimize your product titles
Use relevant images.
Have conversational based
descriptions but blend with USPs.
Don’t forget about custom
@megster88