My PPC audit steps from #PSAC20 discussing what metrics to use, when to act and when to wait, as ell as hidden settings.

1. #PSAC20 @navahf navah@Hennessey.com
The Quintessential PPC Audit
Navah Hopkins – Director of Paid Media –
Hennessey Digital

2. #PSAC20 @navahf navah@Hennessey.com
Agenda
Guiding Metrics
When To Act vs. To Watch
Hidden Settings
Navah Hopkins

3. #PSAC20 @navahf navah@Hennessey.com
Guiding Metrics

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Impression Share: Of All Available
Impressions, How Many Are You Getting?
Based on 2973 accounts with at least $.01 in search spend
Average
impression
share is 47%

5. #PSAC20 @navahf navah@Hennessey.com
Losing Impression Share To Rank
Bid
CTR
Ad
Relevance
• Bids will influence this the
most – go aggressive in the
beginning to build CTR!
• Keyword relevance allows for
close variants – don’t fall into
the SKAG trap!

6. #PSAC20 @navahf navah@Hennessey.com
Losing Impression Share To Budget
Bid/Bidding
Strategy
Conversions
Goals
• Budgets should be able to fit
at least 10 clicks in a day (less
than that and your campaign
has low probability to be
profitable).
• If you’re getting a lot of
conversions for your spend,
ad networks will try to get you
more!

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Impression Share Puts Market Potential &
Activity Into Perspective

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Ads Not Showing:
Understanding Why
An Approved Ad Isn’t
Serving

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Rank: Underbidding Or Quality Score

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Keyword Conflict: Either By Match-Type Or
Syntax, You’re Bidding Against Yourself

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Targeting: Not Always A Bad Thing – This Means
Queries Could Cause Your Ad To Show, But Settings
Prevent It

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Click Through Rate In Relation To Conversion
Rate

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High CTR + Low Conversion Rate = Landing
Page & Search Term Audit

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Low CTR + High Conversion Rate = Audit Ads
& Keyword Match Types

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Low CTR + Low Conversion Rate = Focus On
Keywords/Targets First, Then Adapt Optimize Ads

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When To Act Vs Watch

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New Campaigns Take 2-6 Weeks To Ramp Up
Dependent On Spend

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Seeing Wasteful Search Terms: Act! Add
Negatives!

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Seeing Interesting (& Converting) Terms:
Wait! Only Add New Keywords If They’re A
Better Bet Than Your Existing Ones!

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No Conversions: Act! Check Your Conversion
Tracking Settings & Whether The Code Was Applied
Correctly!

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“Learning” Status: Wait! Your Bidding Strategy
Needs At Least 5 Days Of No Budget/Bid
Strategy Changes

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No Metrics, But All Approved/Eligible: Act! Adjust
Bidding Strategies, Negative Conflicts, & Targets!

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Hidden Settings

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Auto-Applied Ads/Extensions

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Did You Intend To Start A “Smart Campaign”?

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Choosing Bidding Strategies

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Hidden “Conversions” In Click Segments

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Questions?