PPC Audit

SEM Audit is a document of up to several dozen pages analysing the current situation on client’s Google AdWords accounts and pointing the most important elements improving the effectiveness of a given campaign. Audit includes also reccomended BEST SOLUTIONS supporting an appropriate campaign management after the introduction of changes on the account.

We put a large emphasis in the audit on proposing a campaing structure that will mirror the sales tunnel. During the process of internet searching a potential client can be on different stages of sales tunnel eg.:

• Awareness and interest
• Research
• Adaptation to needs
• Purchase

Depending of the stage (that can be identified on the level of keywords) there should be difference in:

• Landing Pages
• Measured aims
• Ads content
• Price strategies

The audit for large campaigns may include the introduction of an experimental changes on one of the accounts to verify assumptions about reorganisation of ad groups and price strategy. In most cases after providing the audit there is a period of supervising the introduction of changes and current support.

Sponsored links campaign audit may contain also such platforms as: Yahoo, Microsoft AdCenter, Boksy Onet, Yandex PPC.

PPC Audit – sample content

• New campaign structure
  • Using sales tunnel in the structure
  • Keyword research for adgroup, excluding words, adjustment
  • CPC price strategies and position preferences
  • Cannibalism of SEO results and PPC – SEO activities synergy
  • Quality score
  • Budget planning
• Sponsored links copywriting
  • Sponsored links texts taking the sales tunnel into consideration
  • Keyword-insertion related traps
• Landing pages and usability from AdWords point of view
  • Landing page for sales campaign
  • Landing page for sales campaign
  • Conversion funnel
• Analysis audit
  • Conversion measurement and result comarability audit
  • Filters in Google Analytics
  • Conversions and time
  • Reports to use in campaign management generated thru AdWords
• Campaigns building the brand’s image using Google AdWords
• KPI (Key Performance Indicators) and current campaign management in organisations
  • Rejection rate
  • Comparison of all entry sources
  • Rejection rate on a campaign level
  • Practical hints in running big AdWords accounts
• Budget management
  • Campaign budget
  • Account budget
• Action Plan
  • Nearest time horizon
  • Mean time horizon
  • Strategic actions

Settelment models

• Constant payment dependent on the account size and scope of actions
• Success fee eg.: % from lowering the costs of gaining the client – negotiated individually

Case Study: Wdrożenia audytu PPC Travelplanet.pl