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FREE 24-POINT PPC CAMPAIGN AUDIT

This 24-point checklist covers many common problems we've seen over the years with PPC campaigns our customers were running before they came to us. If you see a problem that sounds familiar, there's a good chance your campaign is not properly structured and consequently isn't performing for you. Don't worry though, we can fix this! This list only covers the basics of PPC marketing, and we can fix problems even not on this list below. Give us a call at 1-888-772-4579 or fill out the free 24pt Campaign Audit form to the right and let us show you how we can supercharge your PPC campaign, increasing conversion rates while decreasing costs!

PPC Target Market

1. Target Market

With Google you can specify where your ads are served across the country, don’t waste precious marketing dollars marketing an area that your business cannot service.

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PPC Ad Scheduling

2. Scheduling

Is your campaign running 24/7 but your campaign produces its best results during normal business hours? Timing is everything – don’t waste your budget during non-peak times.

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PPC Impression Share

3. Impression Share

Generating a high impression share with your most relevant terms is critical, specifically when they are exact / phrase match – otherwise potential leads and sales are being left on the table for your competitors.

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PPC Conversion Rates

4. Conversion Rates

Maximum conversion comes down to two major factors – relevance and quality of your landing page. The challenge is each of these key factors can be difficult to manage – we’ll handle it.

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PPC Cost Per Conversion

5. Cost Per Conversion

At the end of the day, the single most important metric. If this figure is too high - you lose money, period. Our main focus for all campaigns is to drive the maximum amount of conversion while ALWAYS maintaining a profitable CPC level.

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PPC Lost Impression Share

6. Lost Impression Share

Not only is maintaining a high impression share for your most relevant keywords important – there are 2 different reasons you could be losing this precious exposure – let’s get to the bottom of it!

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PPC Bidding Option

7. Bidding Option

Never a good idea to use automatic bidding. (Think: Giving a fox the key to the hen house)

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PPC Budget

8. Budget

Set appropriately to maximize opportunity and minimize waste – many times budgets are set too high to accommodate wasted keyword spend.

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PPC Budget Cap

9. Budget Cap

Are you consistently hitting your budget cap? If so you are either missing opportunity or wasting money – simple as that.

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PPC Position Preference

10. Position Preference

a. Never a good idea to apply blanket positioning rules to all keywords. The reality is some keywords will perform well, and others will not and they need to be bid down and potentially eliminated.

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PPC Delivery Method

11. Delivery Method

Staggering budgets throughout the day is generally not a good strategy – laser targeting your budget to the highest converting times of the day will produce better results.

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PPC Ad Delivery

12. Ad Delivery

Make sure your ads are shown evenly, never let Google handle your ad delivery ratio or you will be making decisions with incomplete information.

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PPC Networks

13. Networks

Search network intent is explicit – display network is NOT. Make sure both channels are being utilized properly.

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PPC Devices

14. Devices

Different mediums such as mobile respond in different ways – your ad copy needs to be appropriate for the device you’re marketing to (iphone, desktop, etc.)

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PPC Click Through Rate

15. Clickthrough Rate (CTR)

If you are not hitting at least 3% CTR for your most relevant terms there is a problem. There are many factors that lead to lower CTR – we will identify them for you.

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PPC Average Position

16. Average Position

Position 1 is usually not your friend. All keywords have a profitable “sweet spot”. We find these sweet spots for EVERY keyword, whether there are 1,500 or 50,000 of them!

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PPC Quality Score

17. Quality Score

By far one of the most misunderstood, and important metrics in any campaign. We are experts in de-mystifying this Google insider metric - remember this is all we do!

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PPC Target Market

18. Overall Campaign Structure

The old saying a house is only as strong as its foundation rings very true with a PPC campaign. You simply need to make sure you have the proper separation across campaigns to monitor & manage budgets, relevance, networks etc.

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PPC Target Market

19. Ad Group Segmentation

Probably the most common mistake we discover. If you have large clusters of keywords within each ad group you are simply paying too much for your traffic. Segmentation is absolutely critical to maximizing quality score, lowering average cost per click and producing higher conversion rates.

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PPC Match Types

20. Match Types

Another common issue we find is far too much reliance on the most dangerous match type there is - broad. Broad match, when used properly is meant to be a ‘tool of discovery’ – if your campaign relies heavily on it your are spending too much, and not nearly relevant enough.

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PPC Target Market

21. Ad Copy

Relevance and resonance. If your customer refers to what they are looking for as an “app” you better do the same or they will ignore your ad. Relevant ad copy, using styles that resonate with your target market is the key to maximizing CTR and quality score.

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PPC Tracking

22. Tracking

Maximizing your campaign is impossible without properly tracking the ultimate goal – conversion. Conversion is our obsession, we’ll tell you exactly what’s right or wrong with your tracking.

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PPC Target Market

23. Landing Pages

The best structured and managed PPC campaign is destined for failure if it’s sending traffic to a landing page that cannot convert. We know exactly what it takes to make these pages produce and are always eager to advise.

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PPC Target Market

24. Bidding Strategy

If your bids are NOT being adjusted on a regular basis, based on past and predicted performance, then your account is only producing a fraction of what it could be – with the highly targeted bidding solutions we can help.

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Do any of these problems look familiar?
If they do, give us a call at 1-888-772-4579 or schedule a consultation and our experts will quickly assess your existing PPC campaign and offer solutions to fix the problems with it. Call us today and finally take your PPC campaign off of life support!

 
 
 
 
 
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