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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
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