Free PPC Account Audit
For larger accounts Rifle Marketing provides a Free Comprehensive Audit of your Google Ads from a Google Certified Adwords Professional. Other agencies may charge thousands, or tens of thousands of dollars for a less comprehensive Audit.
Our Free comprehensive audit includes:
Campaign and Ad Group Settings
After reviewing your organization's goals we will assess your Campaign and Ad Group settings to ensure they are configured to meet your goals. We typically see Campaigns set-up using the recommended Google default setting. For example, most of the accounts we have Audited have location targeting set-up for the recommended "People in, or show interest in your target location." This methods attracts visitors from around the world whom have interest in your target location. Whereas, with most accounts we would recommended to "target people in your targeted location".
Bid strategies range from completely manual to completely automated, with several options in between. To effectively select the proper bid strategy it is imperative that the proper conversion attribution model is selected. For example, a lead generation company with few returning visitors may be a good fit for Last Click attribution whereas a consumer product website with several returning visitors may be a good fit for First Click attribution.
The following targeting methods are available and underutilized in most accounts that we audit:
- Day of Week
- Time of Day
In addition to selecting the proper targeting methods, selecting the proper exclusions is just as important. Most account managers are familiar with Negative Keywords and Negative Placements, however, all targeting methods can be used to exclude unsired clicks to your account. Our Audit will reveal such opportunities if they exist:
Out of sight, out of mind. Once set-up, critiquing the performance of Ad Extensions is often overlooked. Rifle Marketing will review all your Ad extensions to ensure your account is performing at its peak.
Google recommends three ads per Ad Group. While most accounts are set to the recommended Optimize for Performance, there are valid reasons to occasionally select "Rotate Ads Indefinitely" as the delivery method. Once we understand your goals and evaluate the change history of the account, we can recommend the proper Ad Rotation settings for your organization.
Today there are many segmentation options available via Search and Display networks. We've often seen multiple segmentations set, which do not intersect resulting in little or no traffic to the Ad Group, or vice versa, single segmented high traffic Ad Groups that would perform much better by adding segmentation layers to the Ad Group.
Few campaigns are setup to attribute each phone call to a specific keyword in the account. Rifle Marketing will analyze your phone call attribution if it exists.
Analyzing the data with the following reports typically uncovers opportunity,
- Search Term Report
- Geolocation Report
- Ad Group / Device Report
- Ad Performance Report
- Ad Schedule
- Demographic Reports
If improving the performance of your paid search campaigns is a goal or objective of your organization contact us today for a free paid search account audit.