HeroConf 2015. Re-evaluating Success: The Value of PPC Audits

Megan Ginecki| @megster88

Senior PPC Account Manger| Empire Covers

Re-Evaluating Success: The Value of PPC Audits

@megster88

@megster88

Superhero Selfies Are

Not Easy!

No

Superpowers

Necessary

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.

Your Company Logo

Are You Caught In A Bad Romance With Your Account?

Don’t say, I didn’t warn you.@megster88

Step 1:

Stay

Alert,

Unlike

Trevor

Are You Covering

Everything?

@megster88

Cover All Your Bases. Keyword Planners

Opportunity Tabs

Competitive Tools

Soovle

Google Analytics

Dynamic Search Ads

@megster88

Unfortunately, This Is

Today’s Audience.

@megster88

Different Platforms =

Different Strategies

@megster88

Mobile

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

Different Networks =

Different Strategies

@megster88

Step 2:

Never Stop

Optimizing!

Targeting

Are You On Target?

Geographically

Hourly

Daily

Search Partners (Bing)

Languages

@megster88

Keywords

Think This Is Tight?

Your Keywords Should

Be Even Tighter.

@megster88

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%)

How Did I Do That?

Segmented mixture of match

types

Isolated brand keywords

Cautious approach towards broad

match

Became BFFs with negatives

@megster88

Ads

Show Your Unique Side.

@megster88

Address Relevancy.

@megster88

Get Granular.

Granularity allows you to better

tailor your user’s experience.

@megster88

Don’t Over Test, Or

You’ll End Up Here.

@megster88

Bidding & Budgeting

Bid Frequently &

Strategically.

@megster88

Let Bid Rules Save Your

Time & Sanity.@megster88

Modify For Mobile.

@megster88

Don’t Go Dark Early. Have

A Healthy CPC to Budget

Ratio.

Aim For The First Page

Always.

But Not Always Position

1.@megster88

Don’t Go Dark Early.

Have A Healthy CPC To

Budget Ratio.@megster88

Landing Pages

Stay Connected.

Keywords

Ad Copy

Call To

Action

Landing

Page

@megster88

Competitors

Don’t Be Blind To Your

Competitors.@megster88

Stalk Them.

Personal Insights

Search Monitor

Competitive Tools (Semrush,

KeywordSpy, etc)

Auction Insights

Newsletters, Email Blasts

@megster88

SEMrush Promo

bit.ly/SEMrushHERO

30 Day Free Trial

Expires 4/30

Don’t Be Afraid To Be Different.

@megster88

http://bit.ly/1GCymAA

Break The Mold.

Extensions

Extend Yourself,

Appropriately. Sitelinks (Regular & Mega)

+

Location

+

Call Extensions

+

Other Extensions (Call Out, Review, Consumer

Ratings, Previous Visits, Social, Dynamic Snippets,

Seller)

=

@megster88

Content

Don’t Clone Search Or

Sheep.Exclude Search.@megster88

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

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

Remarketing

Remarketing 101

Use universal remarketing pixel.

Separate image & text.

Triple check your audiences &

custom combinations.

Try out newer remarketing

features (Similar Users,

Remarketing Lists for Search Ads).

@megster88

PLAs

PLAs Are Becoming More

Prominent.

@megster88

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

labels!@megster88

Other Tips & Tricks

Take Advantage Of

Google Analytics’s Data

Vault.

Search Funnels

Multi Channel Funnels

Site Search

@megster88

If You Can Have

Someone Audit Your

Account & Audit Theirs

In Return.

@megster88

Get Critiques From

Someone Unfamiliar

With Your Account.

@megster88

Never Stop Strategically

Testing.

@megster88

Thank You!

Megan Ginecki

@megster88