Paid Search Audit to Improve Conversions & Conversion Rates
Pull last 13 months of AdWords data at the campaign, ad group & keyword level
Determine greatest success/failures across all campaigns, ad groups & keywords
Ensure data integrity (AdWords conversion tracking) by auditing entire lead process from AdWords search to form submission confirmations & code audit
Audit Google Analytics conversion tracking, goals vs AdWords
Analyze YOY key performance indicators (KPIs) and 13-month trends
Analyze campaign & ad group strategy, including account structure & settings
Analyze keyword & bidding strategy, including by device type and/or locations
Analyze mobile vs desktop/laptop KPI performance
Audit & analyze overall 13-month Analytics trends across main KPIs including device category and conversion KPIs
Audit & analyze ad copy & performance KPIs
Audit & analyze remarketing ads, display targeting, placements, Analytics KPIs related to pages & session length
Audit & analyze negative keyword strategy
Analyze conversion tracking in Google Analytics, Adwords link and anything else of relevance, including lead form funnel (URL tracking)
Access and review Google Search Console to ensure there is not anything else we need to be aware of that could be harming or contributing to YOY KPI changes
Determine cost per lead/conversion acceptable conversion rates by brand (top 10 leading brands in AdWords)
Determine 10 areas for improvement
Present top-performing keywords with supporting trend data
Present keywords/campaigns that should be cut based on historical data or learn reasons as to why we should optimize instead of cut
Present cleanup strategy, which may include re-organizing and/or re-building certain campaigns.
First two weeks of campaign management, post-cleanup and implementation
Timeline begins as soon as client approves in writing & makes initial payment
