PPC Audit for Magento Store
Auditing is one of the most crucial steps of any profession, whether in the world of finance or digital marketing. Auditing your PPC account is essential whether it’s a new account or an old one.
It must be reviewed timely even if highly experienced and trained professionals operate it. This is because PPC includes a wide range of tasks and always has a scope of improvement. Therefore, there is the full possibility of missing out on something.
PPC audit checklist
We review the conversion tracker
Adding Google analytics tracker must be the top-most priority in order to check the outcome of strategies. Through statistics, we easily get a hint about where the changes are required!
We inspect keyword match types
Google keyword planner will take the keywords from the “broad match type” which is not good at all! Thus, through tracker, we keep a check on trending keywords and then include them in your content.
We review ad group relevancy with keywords
It may happen that many keywords might not be relevant to your campaign. Thus, relevancy and quality score decreases. Thus, we keep the keywords list up to date.
We review the campaign settings
We keep a regular check on the targeted keywords and competitor analysis to find new keywords.
We will check your landing pages
We ensure that landing pages must be relevant to the keywords being targeted.
PPC strategies we offer
Be sure about the conversions being appropriately tracked
If you are not tracking the conversions, then all your hard work is going in vain. As soon as we get hold of your account, we enable this feature, to know whether your strategies are bringing you the results or not!
It is said that if your click count and conversion count is identical, then you might have made the blunder of adding the tracking code to the landing page rather than order confirmation page.
If your conversion rates are super-high despite low sales numbers, then you might be tracking the visits to a product page rather than the order confirmation.
Review targeting settings
Firstly, the audit or optimization process being opted depends on the network being targeted. The performance of the ads on the Google Display Network is far different from that on the Google Search Network. Secondly, there are more mobile searches as compared to those on the desktop. Thus, ads must run smoothly while surfing on mobile. The bid modifiers must score the visibility for mobile searches. The mobile landing pages and mobile-preferred ads must be fully optimized. Thirdly, your company must be available in the region for which your account has opted into. Keeping this in mind, we study the geo-reports and then strategize according to the location.
Assessing Ad group relevancy
MagnoStack follows the best strategy of putting just 15-20 keywords for auditing purposes. This will help you identify the ad groups that require the most clean-up. This strategy is helpful because using so many keywords will include various themes that will further force you to write a generic ad copy. Thus, the goal to create specific and creative ads will not be fulfilled. The ad groups will also have the same semantic theme.
Following the above roadmap, we make a wide range of ad groups with tightly-knit keyword combinations. We QA, the ad groups, regularly and throw out the terms that are no longer fit into the ad groups.
Checking number of ads enabled per group
The biggest blunder committed by many agencies is that either they run only one ad per group or multiple ads, without testing at once. Thus, we optimize ad groups by running 2-3 ads and testing them properly. After getting the results, we identify the best advertisement and further start with a new variation. So, in the end, we get the best ads in each group.
Diving into ad extensions
Extensions today are not a choice but a compulsion. For creating unique and creative ads, you must have the extension installed. Google also has officially announced that installing extensions impact the ad rank but the extensions must be relevant.
If you’re advertising for an eCommerce company with no physical storefront, we make sure to eliminate any location extensions, so your ads don’t appear in Google Maps. Finally, we check to ensure that your sitelinks, callouts and structured snippets are truly representative of your offerings and not overly repetitive.
Review keyword match type settings
Broad match type
The ad will show all the searches that include any of the terms, misspellings, synonyms, related searches and other relevant variations.
Modified broad match type
The ad shows searches that contain all the terms preceded by + signs, in any order.
Phrase match type
The ad will appear only when the query has your keywords in the exact order you enter them, but there can be other words either before or after that phrase.
Exact match type
The ad will show only for searches that mirror your precise keyword phrase by itself.
What happens after the audit?
After we have compiled a list of factors affecting your PPC, now we should focus more on the factors that lag the most! You might think of conducting an overall PPC, but it will not produce great results.
Better is to concentrate on the bottlenecks. For example, when negotiating a restructure of ad groups or overall campaigns, you want not to move too much too fast, or you may shock your performance history and end up making things worse.
Choose MagnoStack for PPC audit
Tracking is the essential thing in PPC. If you are running the ads without any audit, you might be missing out on many effects that ads might have on sales. MagnoStack has a wonderful experience in doing the PPC audit for Magento stores.
Our team will provide you with the daily reports and update the progress as well! These audits maintain the utmost transparency in an organization and foster better relationships with companies.
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