I often go back and forth between working in the office for a few days and working from home.
So, I was working from home one time, and I had to upload one of my blogs. I could not find it on my home PC as it was saved on the office laptop.
So, I asked my colleague to access my office laptop send it to my mail. But, less did he know that my computer was nothing short of the definition of messy.
The files were all jumbled and shoved into whatever space I got my hands on in the hard drive. After some time, he gave up looking.
You might be thinking, why don’t I just get my work organized. I hate to break it to you; I’m not doing it soon. It might be messy for my colleagues at Digital Googly, a digital marketing agency in Kolkata, but for me, it is perfect. There is a method to my madness.
The same can be stated for a large number of PPC accounts. Often, the original owner establishes and controls the account in their own distinct manner. Hence, when someone else takes over, they have a difficult task ahead of them. They must navigate the existing account without fully comprehending its historical context or why it is organized the way it is.
The easiest method to bridge this gap is to conduct a thorough PPC audit whenever you take on an existing Google Ads account.
Here are 6 simple steps that Digital Googly, a PPC company in Kolkata, follows to audit a newly acquired PPC account.
Step 1: Make Sure That the Conversions Are Being Tracked Properly
If conversions are being recorded in the account, keep an eye out for the following warning signals that the tracking has been set up incorrectly:
- Your click and conversion counts are the same. If this is the case, you either offer the best products on the planet, or your conversion tracking code was placed on your landing pages rather than the thank you/order confirmation page.
- Despite low sales numbers, your conversion rates are really high. If this is the case, your conversion monitoring may be measuring visits to a product page or home page rather than order confirmations.
- Your conversion rate appears to be curiously low, implying that you are missing conversions. In this scenario, the former account manager either failed to track phone call conversions or failed to include tracking tags on new landing pages.
You should always include your conversion tracking code on the page that appears when a conversion is accomplished.
If there are no conversions on the account, creating and implementing conversion tracking code should be your first priority, says the PPC experts of Digital Googly, a PPC company in Kolkata.
Step 2: Review Targeting Settings
Reviewing your campaign targeting parameters is easy; however, one tiny mistake in this part might significantly influence your account’s success.
The following are essential items to keep an eye on:
- Network Configuration: Ads on the Search Network have very different goals, expectations, and overall performance than those on the GDN. The audit/optimization approach you employ will depend on the network you intend to target.
- Mobile Bid Adjustments: Do you want your ad to appear on mobile devices? If this is the case, make sure your bid modifiers are high enough to provide you visibility for mobile searches. To do so, separate your performance by device and evaluate the success of your current mobile bids. Is your new business not yet ready for mobile traffic? Set your bids to -100 percent until your mobile-preferred advertising and mobile landing pages are up to par.
According to the best digital marketing agency in Kolkata, given the ever-increasing number of searches conducted on mobile devices, you should optimize your ads for mobile.
- Target Locations: Confirm that your company serves the territories that your account has chosen. Then, go over your geo-reports. You may discover that a specific place performs incredibly well (or quite poorly) and can fine-tune the account to emphasize that spot.
Step 3: Assess Ad Group Relevancy
The rule of thumb is that an ad group should never have more than 15-20 keywords. This is a decent starting point for auditing purposes. Examine your recently inherited account for ad groups with more than 20 keywords. These are most likely the groupings that will need the most cleaning.
Focusing on a small number of specific keywords for each ad group that shares a similar theme will allow you to build hyper-specific advertising that actually reflects the search intent.
Step 4: Review the Number of Ads Enabled Per Ad Group
Suppose the account you inherit just has one active ad in each ad group. In that case, it means the previous manager did not test ad variations, which severely limits account optimization. On the other hand, having several active ads per ad group can be negative because it makes managing those ads a difficult chore.
The PPC companies in Kolkata recommend aiming for two to three ad variations per ad group. This is a manageable quantity of adverts with which to conduct tests. When you’ve found your winner, pause the losing ad and experiment with a fresh variation.