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Tuesday 20 December 2016

10 Step Checklists for Any PPC Account Audit

Summary:


Doing a regular PPC audit of your new as well as old accounts is important to assure better account performance. Read this checklist of 10 important things that you should check while doing PP audit.

   

Content:
A PPC account audit allows you to check: what’s wrong with your PPC account and what can be improved to maximize business profit. Here are 10 important things to check during a free PPC Audit of any account.

      1.          Search Term Report: Make sure that your keywords use the relevant terms. Your search term report should include one word broad match keywords, exact match negative keywords and long tail keywords including the most profitable terms relevant to your business.

      2.       Location Targeting Set Up: Most of the PPC ads are set up to target a particular location from where more business and sales are expected. However, getting clicks or visitors from the location that is not relevant to your business is a common issue for many PPC accounts. If you are also facing the same problem, go to your campaign settings and select target “people in my targeted location” to avoid unnecessary traffic.

      3.       Description Line 1: Use a period at the end of first line in your ad message. It will appear like a large, impressive heading in your advertisement. It is also good to use selling points, like product’s benefits and features into the first line to attract the readers.

      4.       Advertising Extensions: Ad extension is considered as the critical element for success of every campaign. Google also considers it as an important element in quality score. If you are running a free PPC audit, make sure that you use following extensions at any cost: site links, call extensions, location extension, social extension and review extension.

      5  .       Keywords Grouping: A better quality score can save you a lot of money. You can maximize your quality score to 10/10 depending on the efforts you put into it. Grouping your keywords into relevant groups contributes to a higher quality score. If your ads are well written and keywords are tightly grouped, it helps improve CTR.

      6.       Connection with Google Analytics: If you are really concerned with saving money and time, make sure that your PPC account is properly connected with Google Analytics. To assure this, use two important features: call extension, checking bounce rate and evaluating the average time on site of keywords and finding if your landing pages are performing well or not.

      7.       Geographic Report: While your PPC account audit, revise your geographic report. Check if your ad is performing well in a particular location. Also check the state where your ads are performing poorly. Lower the bid for low performing states and increase the bid for the best performing locations.

      8.       Keywords Bids: Your end goal is to get profit, but not being at the top position on search engines. Therefore, make sure that your keywords has a custom bid associated with it, according the level of profitable it offers. Pause all non-performing keywords and try new one every day.

      9.       The Display Network: The most common mistake that advertiser commits is targeting the display network based on keywords only rather than any placement or topic. Your display networking is running well and taking advantage of all available options.

      10.   Remarketing Campaigns: The best way to remarket your campaigns is to segment your products and services into many lists so that your customers get a better experience and you get higher conversion rate.

To sum up, paid or free PPC audit saves you time and money, and it should be done regularly for new and old accounts.

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Friday 9 December 2016

Google AdWords Average Cost Per Click by Industry



Google AdWords metrics are tricky, but if you know that you are going in the right direction, then half of your work is done. There are many metrics to be known, but an average cost per click is the most important one. So by knowing this metric, you can plan your AdWords strategy well. First of all, you should know the search and display network so that you have a clarity about its measurement.

Search Network

It shows the ads in the search results of Google and other Google sites such as maps, shopping and also on non-Google search partner websites. You will most likely notice them right above the organic results in SERPs. Also, it is best to reach the customers who are actively searching for your products and services.


Display Network

It shows ads to the collection of Google websites like YouTube, Gmail, Google finance, Blogger and other partner sites, mobile sites and apps that show the ads by matching the content. In addition, it will help you to reach the broader audience, building awareness and engagement.



Cost-per-click is the amount needed to be paid each time a user clicks on the ad. It is calculated by dividing the total cost of your clicks by the total number of clicks. The average CPC rates vary depending on the niche of the business and target location or demographics. So check out the average cost per click in Google AdWords, according to the industries.

Industry
Google Display Network (GDN)
Search
Advocacy
$0.32
$1.72
Auto
$0.39
$1.43
B2B
$0.37
$1.64
Consumer Services
$0.69
$3.77
Dating & Personals
$0.18
$0.19
E commerce
$0.29
$0.88
Education
$0.40
$1.74
Employment Services
$1.66
$4.20
Finance & Insurance
$0.72
$3.72
Health & Medical
$0.37
$3.17
Home Goods
$0.70
$3.19
Industrial Services
$0.60
$2.00
Legal
$0.60
$5.88
Real Estate
$0.88
$1.81
Technology
$0.20
$1.78
Travel & Hospitality
$0.24
$1.55

Google Adwords average cost per click is higher in some industries like employment services. The reason for the high cost can be their low-quality score due to which they need to pay the higher amount. Many industries like Advocacy, Auto, B2B, Dating, and e-commerce have cost under $2. The average cost per click in AdWords across all industries is $2.32 for search ads, and $0.58 for display ads.

So by knowing this you can effectively choose the average cost per click based on your industry.