{"id":467,"date":"2012-10-20T00:00:00","date_gmt":"2012-10-20T00:00:00","guid":{"rendered":"https:\/\/empowernetwork.com\/sotiris1\/ppc-how-to-conduct-a-ppc-audit\/"},"modified":"2012-10-20T00:00:00","modified_gmt":"2012-10-20T00:00:00","slug":"ppc-how-to-conduct-a-ppc-audit","status":"publish","type":"post","link":"https:\/\/empowernetwork.com\/sotiris1\/ppc-how-to-conduct-a-ppc-audit\/","title":{"rendered":"PPC: How to conduct a PPC audit"},"content":{"rendered":"

Pay per click (PPC) is an internet<\/a> advertising model which is used to gain traffic<\/a> for websites. The advertisers pay the publisher when the ad is clicked. The advertisers bid on keywords relevant to their target market.<\/p>\n

Currently Google AdWords is the leading PPC provider. It is important to be in control of your PPC accounts. Here is a brief overview of some terms related to PPC and some tips on how to audit your PPC accounts quickly.<\/p>\n

Quality score is a measure of how relevant your advertisements, keywords and landing pages are to the searcher. Account History, device targeting, CTR, landing page quality are some factors taken into account when quality score is calculated.<\/p>\n

It is important to have a good quality score. It determines your CPC (cost per click) and the position in which your advertisement will appear on the SERP. It plays a major role in determining whether your keywords will be eligible to enter the auction.<\/p>\n

You will be able to see your Quality Score on Campaigns\u2014Keywords\u2014Columns\u2014Attributes\u2014Quality Score Add\u2014Save. Quality Score of less than 7 is bad. You will end up paying more than you should. Your advertisements end up in lower positions.<\/p>\n

The Account History will display the changes that have been made to your PPC account. Even though it does not directly affect anything, it is useful to analyze what happened when you find that some thing you did generated great results, or something you did was a disaster.<\/p>\n

You will be able to find the Account History under Tools & Analysis\u2014Change History. You may select a date range. You can choose see changes on the account or campaign levels. It is advisable to compare to periods also.<\/p>\n

It is important to refer Account History because searchers are becoming smarter. The competition is intense in the PPC space. You cannot just set it up and forget it. You need to ensure optimum performance of your PPC campaign by tweaking and improving whenever you find an opportunity.<\/p>\n

Impression Share is the ratio of the number of impressions received to the total number of impressions you were eligible to receive. This parameter shows you how often your advertisements showed up when searches relevant to them occurred.<\/p>\n

Impressions are usually lost due to low ad rank, low budget or keyword match. You can find Impression Share on Campaigns\u2014Columns, Competitive Metrics\u2014Imp. Share Ad\u2014Save. It is very important to monitor this because if your advertisements are not showing, how can people click on them?<\/p>\n

Click-through Rate (CTR) is the ratio of how many times your advertisement was shown to how many people clicked it. Good CTR boosts your Quality Score. It also affects the relevancy of your advertisements.<\/p>\n

You can find CTR for advertisements and keywords by clicking on Columns\u2014Customize Columns\u2014CTR Add\u2014Save. CTR is a very good indicator for the general relevancy of your advertisements.<\/p>\n

PPC is dynamic. You need to test your advertisements regularly. If you have sufficient traffic of conversions, you will win ads in less than three weeks. It is advisable to ensure that each ad has a unique landing page.<\/p>\n

The above-mentioned tips enable you to manage your PPC campaign profitably.<\/p>\n

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\"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Pay per click (PPC) is an internet advertising model which is used to gain traffic for websites. The advertisers pay the publisher when the ad is clicked. The advertisers bid on keywords relevant to their target market. Currently Google AdWords is the leading PPC provider. It is important to be in control of your PPC […]<\/p>\n","protected":false},"author":650,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,6],"tags":[384],"class_list":["post-467","post","type-post","status-publish","format-standard","hentry","category-empower-network","category-internet-marketing","tag-ppc"],"_links":{"self":[{"href":"https:\/\/empowernetwork.com\/sotiris1\/wp-json\/wp\/v2\/posts\/467","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/empowernetwork.com\/sotiris1\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/empowernetwork.com\/sotiris1\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/empowernetwork.com\/sotiris1\/wp-json\/wp\/v2\/users\/650"}],"replies":[{"embeddable":true,"href":"https:\/\/empowernetwork.com\/sotiris1\/wp-json\/wp\/v2\/comments?post=467"}],"version-history":[{"count":0,"href":"https:\/\/empowernetwork.com\/sotiris1\/wp-json\/wp\/v2\/posts\/467\/revisions"}],"wp:attachment":[{"href":"https:\/\/empowernetwork.com\/sotiris1\/wp-json\/wp\/v2\/media?parent=467"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/empowernetwork.com\/sotiris1\/wp-json\/wp\/v2\/categories?post=467"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/empowernetwork.com\/sotiris1\/wp-json\/wp\/v2\/tags?post=467"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}