Auditing your Pay-Per-Click account is an important step in guaranteeing campaign success. Contrary to what others say, the process is rarely overwhelming. You just need to have an outline or a series of steps for assessment to have a strong PPC account.
Step 1: Use the ‘Search Team Report’ to ensure your keywords or key phrases are retrieving relevant terms. Look for the long tail keywords, one-word broad match keywords, and exact match negative keywords in the report.
Step 2: Double check the “locations” targeting setup. This is a typical issue for many PPC accounts with an easy solution. Just launch the campaign settings and tap the “people in my targeted location” option to steer clear of traffic you don’t need.
Step 3: Improve your description line. Put a period at the end of the first line of the ad message to display a larger headline when shown in the first three positions in various search engine sites. Also, if you can, include a product benefit or feature in the first line to attract the attention of your target market.
Step 4: Make use of ad extensions. Advertising extensions are fast becoming a critical tool to ensure the success of a PPC campaign. Tap at least one of these extensions: site links, call, location, social, or review.
Step 5: Practice keywords grouping. Make sure the keywords and key phrases in the account are clustered under the correct ad groups. Grouping keywords also increases the click-through rate if the advertisements are well-written.
Step 6: Assess the geographic report. If the pay-per-click account is optimized for broader reach, review the geographic performance of the campaign using the geographic report. This way, you can pinpoint which area you need to allot a higher bid to generate more sales.
Auditing your PPC account helps you save time and money. The assessment should be done on a regular basis.