Read each question and write down whether your answer is “yes” or “no.”
- Is your AdWords account linked to your Google Analytics account?
- Does your account follow a logical campaign and ad group structure to allow for effective management?
- Do you use automated keyword bidding?
- Is your budget set so that your ads can comfortably run all day without being turned off?
- Do you run multiple variations of ads in each ad group?
- Are all of your ads with old promo codes or offers paused?
- Are you using ad extensions (call extensions, callout extensions, rich snippets, etc.)?
- Have you switched all of your ads over to enhanced ads yet?
- Do your keywords include various match types?
- Do your keywords include plurals, industry-specific jargon, and other variations?
- Are you using negative keywords?
- Do you use search queries to discover opportunities to add new keywords?
- Do you use search queries to discover non-relevant search terms to exclude?
- How often do you evaluate the effectiveness of your targeting?
- Are your average ad positions generally in the 1-4 range?
- Is your Click-Through-Rate (CTR) at least 2%?
- Is your Impression Share (IS) at least 30%?
- Are you using conversion tracking to evaluate the effectiveness of your PPC efforts?
- If you have a physical storefront, are you using geographic targeting?
- If you have a physical storefront, are you using dayparting?
Now add up all of your “no’s” and find the category that best suits your account below.
1-3: Squeaky Clean
Great job! Your account appears to be upholding best practices and looks like it’s being worked on regularly. Grab some candy corn and keep up the good work!
4-8: Pretty Eeerie
There are definitely some things that you need to work on in your account. It’s possible that one small change might be able to get your account into the clear. For instance, increasing your budget may give your ads the exposure that they need to run more regularly and bump metrics like IS and average ad position up substantially. In other cases, you may have a bit of a to-do list ahead of you to move your account into a better position. One thing is for sure though, not giving your account the attention it deserves can only spell disaster. Right now the conditions are right for your account becoming haunted, which means it’s time to nip it in the bud before it becomes full on spooky!
9-15: Really Spooky
Your account has a lot of issues that are likely hampering your efforts! It’s spooky to think about, but it looks like you’re doing more wrong than you are right when it comes to choosing the right settings, creating ads, maintaining keywords, and analyzing performance. By not adhering to current PPC best practices your account has gotten stale and isn’t performing at the level that it could be. Take the time to find out where your account is falling short and learn what you can do to improve performance. Take advantage of our free AdWords Audit today to get actionable tips on what needs improving!
16+: Seriously haunted
If you answered no to almost all of those questions, your account is in serious trouble! Chances are that you know your account needs a lot of help but you just don’t have the time needed to give it the attention it deserves. In the meantime, though, you’re just wasting money on ineffective PPC efforts. Hire a marketing agency that specializes in PPC to get your account back on track! (Hint: Us. Contact us right away to find out how we can help!)
Kate Pierce is the owner of LionShark Digital Marketing LLC, a West Michigan internet marketing company. Her areas of expertise include Paid Search, Search Engine Optimization, Business Blogging and Web Copywriting. She lives in the Grand Rapids area with her husband and son and enjoys cooking, watching sports, and spending time together as a family. Like a true digital marketing expert (i.e. geek), she loves talking about current marketing trends… so don’t say you weren’t warned!