Conversion trackingLet’s not beat around the bush here, conversions are your end goal. With this in mind, one of the biggest (and unfortunately easiest) mistakes you can make is to neglect conversion tracking. If you don’t track your conversions, you won’t be able to precisely pin a sale onto a campaign and without that pin you won’t be able to repeat a success. In order to gain a clear picture of success, your conversion tracking set-up needs to be correctly implemented. If you have too many, too few or no conversions registered, your tracking could be out of alignment. Issues here might include:
- Failure to track conversions made by phone call
- The measuring of page visits rather than order confirmations
- Conversion codes being linked to the wrong pages (typically landing pages)
PPC Audit – Action Point (Conversion Tracking)Prioritise the correct generation and implementation of conversion tracking code.
Keyword ad groupsYour ad group is a set of Google Ads, which have been set up to target a mutual keyword set. As a rule, ad groups that contain more than 15-20 keywords lead to a less effective, generic approach. One option, if this is the case, might be to split your keywords into different ad groups. If you have a particularly focused requirement, consider experimenting with single user keyword groups where the same keyword is used but with different emphases (for example, exact match and broad match). When populating your ad groups, consider the following points:
- Keywords need to fit seamlessly into copy so semantics are important
- Think about using granularity or detail around a tight theme
- Recognise the value of being specific
PPC Audit – Action PointSeek out ad groups containing more than 20 keywords and clean these up.
Negative keywordsWhen you add a keyword to your negative keyword list Google will remove your ad from the list shown to anyone who uses that phrase. Perhaps the easiest example of a negative keyword is the word ‘free’, if you are offering a paid service, you want to avoid paying for clicks from those seeking free offers. Other potential negative keywords include, ‘online’ for those selling physical products, and ‘recipe’ for those selling food products. Wasted ad spend can account for considerably inflated cost per conversion so it is worth trying to eliminate it through the judicious use of negative keywords.
- Study your search terms report to identify negative keywords
- Consider implementing click-fraud software and click tracking
- Invest in an automated negative keyword discovery tool
PPC Audit – Action Point (Negative Keywords)Create a master list of negative keywords that you want to avoid for all campaigns.
Target goalsSetting target goals should be a main feature of your PPC strategy but it is all too easy to slip away from these goals when it comes to setting up and monitoring your Google Ads campaign. For example, if a website visit is your desired ad outcome, make sure that you have selected ‘Website traffic’ as your goal, if you are more focused on promoting your brand, set the goal to ‘Brand awareness & reach’. These options, along with your campaign type will govern how and where your ads appear. Target goals points to consider include:
- Your campaign goal choice will affect the features available to you
- Video campaigns are only allowed a single goal
- Your PCC audit should take into account your campaign goals
PPC Audit – Action Point (Target Goals)Put aside some time to set up and regularly monitor PPC target goals.
Ad extensionsAd extensions improve the visibility and hopefully the ROI of your ads by including additional inserts of information. These could include phone number, review statistics and additional product information, all of which could may well lead to higher click through rates. Prospective clients are drawn to information and the more relevant information provided in your ad extensions, the more likely your ad is to be selected. Checking on the performance of your ad extensions however, is important to make sure you aren’t paying for unfulfilling clicks such as those to unanswered phone calls or irrelevant pages.
- Schedule extensions to fit company availability
- Remove erroneous physical location extensions
- Match your ad extensions to your CTA
- Think carefully about Google automated extensions
Look for opportunities to improve on your current ad extension usage.
Landing pagesLanding pages can have a huge impact on both the quality score and the success of a Google Ads campaign. Quality scores are important because they affect both the rank and the cost per click of your advert. Key factors that help form your quality score include landing page time and landing page quality. This means that it is imperative for each campaign to have its own exclusive landing page. Landing page considerations include:
- Making landing pages specific to search goals (for example, men’s jackets)
- Considering search expectations and build landing pages to these
- Ensuring message match to searches with careful page titles