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google-local

Google Tests New Local Service Ads UX

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Google is testing a new layout and user experience for the Local Service Ads. This interface has the local service ads on the left and when you click on one, the box expands to the right with all of the details on the business.

This was spotted by Ben Fisher who posted on Twitter saying he is “seeing LSA in a different layout today” and he said that this looks more like a local finder interface. Adding that he believes this new interface will give more exposure to Local Service Ads below the top three positions.

Here is his screenshot:

click for full size

I like this user interface in general, it just looks so slick. Oh, keep in mind, I am not sleeping much at all this and next week.

If you are interested in original article by Barry Schwartz you can find it here

paid-social-media

Paid Social Media: A Guide To Social Advertising Success

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Understand your audience personas and craft a social advertising campaign on any platform with this essential guide.

Getting started with a paid social media strategy can be daunting and time-consuming.

As a social media advertising agency leader (say that three times fast), we often get clients asking if we can fix their existing campaigns to improve return on investment.

The problem?

They haven’t taken a step back to focus on an overall strategy.

They jumped into social advertising with an audience they thought was right, a platform they thought was right, and creative that they thought fit both this maybe-audience and maybe-platform.

Gathering data before creating ads is just as important as setting up and perfecting the ads themselves.

There are two primary data sets I recommend gathering to create an overall strategy:

  • Understand the landscape of social media advertising.
  • Understand your audience and how they relate to each social platform.

Once you understand the social media landscape and identify your ideal audience, you can create a social ads strategy with realistic goals that complement your SEO and other digital marketing efforts.

First: Understand The Landscape Of Social Advertising

Your target audience will not necessarily fall perfectly in line with the number of total social users. Still, some social networks have so many more active users that it may help sway you to include them in your strategy.

For example, if you know your target audience is on TikTok, start there.

Then, when it’s time to expand and test, you may want to consider Facebook because of the sheer number of users (and maybe you’ll learn something about a “new” target audience, after all).

Below is an insightful chart from Search Engine Journal that lists the top 10 social advertising platforms and their monthly active users worldwide:

Top 10 Social Media Apps

And here is another helpful chart from Accion Opportunity Fund that breaks down a few of the basics of the top social networks we’re seeing today.

Next: How To Get Started Crafting A Social Advertising Campaign

As discussed above, when getting ready to start social advertising, you don’t necessarily just want to choose Facebook, for example, because it has the most users.

On that same note, you don’t just want to assume your audience isn’t on Facebook because you think your target audience is younger.

The good news for advertisers is that each platform provides detailed audience insights that you can use to match your ideal audience without spending much money blindly testing. (More on this later.)

There are three major points, each with subsections, that matter when it comes to a paid strategy.

Audience Personas: Establishing Your Audience Demographics, Interests, And Behaviors

Audience personas give you an understanding of your ideal audience, including demographics, interests, and behaviors.

This step is always the first step for us, and there are a few different ways we gather this data:

Dig Into The Analytics

Google Analytics, to be exact.

The Audience section within Google Analytics is a great starting point since it has valuable insights that can guide your social advertising strategy.

It will show you who is currently interacting with your website, but more importantly, who is contributing to the conversions/transactions.

This data includes age, gender, location, and more.

For example, if you see that the age group of 18–24 is converting at a higher rate than 45–54, you may want to optimize your campaign for the younger age group.

Go To Where You Think Your Audience Is, And Interact

Believe it or not, some of our clients come to us with an idea for a social advertising campaign, but they aren’t actively engaging with their audience on that social network!

For example, with the rise of TikTok, it can take a while to build a presence.

So we always recommend building up your social media account first and getting out there to see what people are talking about – you may be surprised at what you learn.

Research Your Competitors

Observe where your competitors are active on social media and how they market their products or services.

This is an easy way to ensure you aren’t missing any opportunities and is usually a good starting point when beginning to craft a social advertising strategy.

You can learn more about how to research your competitors here.

Audience Segments: Understanding Where In The Customer Journey They Are (Awareness, Consideration, Conversion, Etc.)

Next, it’s essential to realize that while you may have one audience in terms of demographics, that audience can (and should) be further segmented down into where they are in the journey.

We usually segment an audience three times:

  • Those who have never heard of your brand.
  • Those who have engaged with your brand in the past, but only with blog posts or educational resources (which means they’re still learning).
  • Those who are ready to buy, which is often shown by having items in a cart or having spoken to someone at your organization on the phone and expressed interest in buying.

While these three segments are general, you can think about your business specifically to come up with more defined segments that you may want to target, often called “audience personas.”

This is a big topic, so you can learn more about creating audience personas here.

Audience segmentation usually coincides with prospecting, retargeting, and remarketing campaigns (more resources on different campaign types later).

Audience Personalization: Developing Content And Messaging Specific To The Audience At The Proper Time In Their Journey

In short, there should be different content and messaging for someone who hasn’t heard of the company versus someone who has previously engaged with it.

Once you’ve defined your segments, it’s time to start personalizing content, and the type of content you write depends on the platform.

The next steps include:

  • Match your audience with two or three platforms, and then expect to produce different ad creative based on your audience personas. By this point in your journey, you should have already analyzed the landscape of the social media options and researched where your audience is!
  • Advertise on each of these platforms to see what works. You may only want to focus on one social platform, but we recommend at least two, as they can complement each other well. Also, since each platform has unique ad formats, we suggest creating ads specific to each channel while keeping the same look and feel for consistency.
  • Refine your ads. Once again, this is a big topic. Tweaking your audience segmentations, your content, the time of day you post that content, etc., is an optimization skill all of its own. Keep in mind that you don’t want to make too many big changes without collecting enough data.
  • Expand your strategy. Don’t be afraid to try other networks as you grow and refine your ads. You’ll start to see what’s working and what isn’t – and while this won’t be identical on every social network, you will start to get a baseline for where to begin your tests. This will help you save money and time in the long run as you expand.

Lastly: Setting Up Ad Campaigns

Lastly: Setting Up Ad Campaigns

While this article focuses on the strategy for social advertising, being able to set up your ads successfully isn’t always as cut-and-dry as it should be because there are so many different campaign types.

Pro Tip: When setting up the campaigns, I recommend starting with three campaigns (prospecting, remarketing, and retargeting) to ensure you engage with your audience at the right time along their journey.

Below is an example to help get you started:

Prospecting (Awareness)

  • Audience segment: Those who have never heard of your brand.
  • Campaign objective: Reach, awareness.
  • Messaging: Focus on the user. What problem are you trying to solve?
  • Content types: Educational articles, industry news, research stories.

Retargeting (Consideration)

  • Audience segment: Those who have engaged with your brand in the past, but only with your website, social media, or educational resource.
  • Campaign objective: Engagement, clicks.
  • Messaging: Focus on the benefits of using a product or service to solve the problem.
  • Content types: Ebooks, whitepapers, company events.

Remarketing (Decision)

  • Audience segment: Those who are ready to buy, which is often shown by having items in a cart or having spoken to someone at your organization.
  • Campaign objective: Conversions, purchases.
  • Messaging: Focus on why they should choose your solution to solve their problem versus your competitors.
  • Content types: Testimonials, reviews, case studies.

For step-by-step instructions for each individual social network, see the resources below:

Final Thoughts

Ultimately, creating an effective paid social media strategy will take time, and you will consistently be reiterating, revising, and optimizing.

As with anything, a successful business is about testing, but researching before jumping into paid media – and then using paid media as another part of your testing – is crucial for a successful overall strategy that complements your SEO and other digital marketing efforts.

Always define your goals, consider the engagement you want and expect, and then use the steps above to make it happen!

If you are interested in original article by Jason J Zotara you can find it here

google-shopping-ads

Google Shopping Ads: How To Set Them Up

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Set your Google Shopping ads for success by visually guiding your users to your products. Here’s how to do it step by step.

Google Shopping ads are visual ads that appear when a user searches for a product on Google.

Here’s an example of Shopping ads when a user searches for [pour over coffee].

Google search results page for pour over coffee showing shopping adsScreenshot from a search for [pour over coffee]. Annotations by author, Google, August 2022

This ad format is uniquely engaging. It shows additional information relevant to online shoppers, like product titles, images, prices, special offers, seller names, local availability, reviews, and more.

What Is The Difference Between Google Shopping Ads And Google Text Ads?

Google Shopping ads are shown below the search bar, just like text ads, but since they’re not just limited to text, they draw more attention from users.

There are a few differences in how each ad format is managed, which we’ll cover next.

Campaign Types

To run Shopping ads, advertisers must enable specific Google Ads campaign types – like a Shopping campaign, a Smart Shopping campaign, or a Performance Max campaign.

That differs from text ads on Search, which are placed by enabling a Search campaign.

Note that in summer 2022, Smart Shopping campaigns will be automatically upgraded to Performance Max campaigns, and Smart Shopping campaigns will cease to exist. The process is expected to conclude by the end of September.

Much has been written about Performance Max campaigns, which are highly automated and can show ads across multiple Google Ads channels.

But since that’s not the focus of this post, when we talk about Performance Max here, we will focus on the portion that places Shopping ads on search results pages.

The six channels Performance Max campaigns will show ads onImage from Google, August 2022

Targeting

Targeting is also different between Search campaigns and Shopping campaigns.

Advertisers choose keywords to trigger ads in Search campaigns.

For Shopping ads, Google decides which product to show for a particular user query based on product data from the feed.

Data like the title, description, MPN, and product category automatically match generated ads with the relevant keywords on the fly.

Account Structure

Advertisers can organize their Shopping ads by using product groups in Shopping campaigns or listing groups in Performance Max campaigns to tell Google which products to include in various campaigns, ad groups, or asset groups.

Structuring things helps advertisers show more relevant creatives in Performance Max and set better bids and budgets across all Shopping campaign types.

Here’s an example of organizing products into two separate Performance Max campaigns.

table with two performance max campaigns for different productsImage from Optmyzr.com, August 2022

Here’s another simple example.

Say an advertiser sells both TVs and HDMI cables.

Cables carry a higher margin than TVs, so they may be added in a separate campaign with a more aggressive target return on ad spend (ROAS) than the campaign for TVs, which have a lower margin.

Of course, cables will be an upsell to many TV buyers, but splitting the products based on margin means that a user looking directly for cables can get a different bid than those searching for TVs who may or may not add some cables to their purchase.

Text ad structure is simply based on campaigns that contain ad groups.

The ad group contains the keywords and ads, so this is where the advertiser focuses on reinforcing relevance by writing ads that relate closely to the keywords.

Ad groups are combined into campaigns, where budgets and bid targets are usually set.

Keeping inventory matched to the right campaigns and product or listing groups can be tedious with both text ads and shopping ads.

Ads

The image below shows what Google text ads and Shopping ads look like when you search.

At the top, you have the Google Shopping ads. Below them, you can see the text ads.

In some cases, the Shopping ads appear on the right side of the search results page.

Text ads are created by combining responsive search ads with ad extensions.

Google search results page with shopping ads, text ads, and organic listings for ultra boost 2022 shoesScreenshot from search for [ultraboost 2022], annotations by author, Google, August 2022

On the other hand, shopping ads are dynamically generated using data from various feeds from the connected Merchant Center account.

  • The title, price, and image come from the product feed.
  • Local availability and store pick-up availability come from the local inventory feed.
  • Promotions and special offers come from the promotions feed.

There are also ways to vary pricing by region with the regional availability implementation of landing pages on your website.

It’s recommended that advertisers use all available ad channels.

For that reason, ecommerce advertisers should run both Shopping ads and text ads (and probably several other ad types on Google).

Text ads can be made more dynamic by using ad customizers or third-party solutions that create responsive search ads (RSAs) from structured business data.

Landing Pages

In Search ads, keywords for specific products usually lead to a product detail page (PDP), whereas keywords for more generic product category searches usually lead to product listing pages (PLPs).

Here’s an example:

  • Specific: Adidas Ultraboost 22. Landing page with the different sizes and colors for this specific sneaker.
  • Generic: Running shoes. Landing page shows all the different types of running shoes.

Bids

Whereas Search campaigns can choose from all the various bid strategies – including Maximize Revenue or Target Return on Advertising Spend (tROAS) – Shopping ads should almost always use one of the aforementioned two automated bid strategies.

After all, the goal of Shopping ads should be to sell products, and these bid strategies are most closely aligned with this goal.

However, advertisers should carefully consider how the bid strategy relates to business results.

For example, Maximize Conversion Value equates to maximizing revenues, and revenue maximization occurs when profits are zero. That might not be a desirable outcome for profit-focused advertisers.

That’s where tROAS comes in and can be used as a lever to optimize for profit. But knowing the right tROAS that balances volume with profitability per order can be tricky; it is an art form on its own and something covered here.

Are Google Shopping Ads Worth It?

If you’re in ecommerce or retail, the short answer is yes!

Google Search is part of the customer journey for many online buyers.

And Shopping ads allow you to be right there where potential customers search for things to buy.

Google Shopping ads provide several other benefits that Google’s other campaign types don’t.

Shopping Ads Offer The Highest Visibility In Google’s SERPs

Shopping ads offer higher brand visibility with greater impressions.

And since they appear all the way at the top (with photos, reviews, and branding), more people can see your products.

Shopping Ads Have A Higher Click-Through Rate

As shown in the screenshots above, Shopping ads get the highest priority in visibility over text ads and organic results.

That means Shopping ads attract a good amount of clicks – which was alluded to in Merkle’s Q3 2022 Performance Media Report, where “the majority of survey respondents [reported] experiencing CPC and click increases Y/Y across text ads and shopping ads.”

Are Google Shopping Ads Free?

While there are paid Shopping ads, Google announced in 2020 that businesses could list their products for free on Google Shopping.

That’s different from Google Search, which is the default place a user goes to when they navigate to google.com.

Google Shopping lives at shopping.google.com or can be accessed by clicking the Shopping tab from the main Google search engine results pages (SERPs).

Google Shopping works similarly to Google Search and contains a mix of paid and organic listings, with the paid listings shown at the top.

Google Shopping search results for men's pantsScreenshot from search for [men’s athletic pants], annotations by author, Google, August 2022

Although paid listings get the most impressions, you should not ignore setting up free listings.

Google lets your potential customers view your products across Google’s sites, such as the Shopping tab, YouTube, Search, Images, and Google Lens.

To be eligible for free listings, make sure you follow the guidelines listed on this page.

Conclusion

Shopping ads, whether placed through Shopping campaigns or Performance Max campaigns, can drive a lot of activity for merchants – so they must be a part of your strategy.

But there are significant differences between how Search and Shopping ads are optimized, so it’s worth learning about the differences and approaching each campaign type differently

If you are interested in original article by Frederick Vallaeys you can find it here

navah

Why Is My New Campaign/Ad Group Getting No Traffic?

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Not getting any traffic for your new ad group or campaign? Here are 5 possible reasons why, according to Navah Hopkins.

Managing paid search and paid social requires plenty of strategic shifts.

One of the biggest is understanding that paid search favors older entities while paid social favors new things.

That said, sometimes there are legitimate reasons why a new campaign or ad group isn’t running.

In this Ask The PPC, we’ll address that question.

Rofhiwa of Pretoria asks:

I have decided to create a new ad group with three ads set, but I’m not getting any clicks or impressions for ads and keywords. What could be the reason?

Note that this post will cover common reasons an entity hasn’t gotten any clicks.

Each account is different, and it’s always best to take any concerns to the ad network support if you believe there’s an issue.

Reason #1: The Date Is Wrong

The most common and frustratingly obvious reason is we don’t always have the right date range.

That could be because we were analyzing another part of the campaign or working on a different account.

Set the date range in the top right-hand corner (true for all ad networks) to include at least yesterday and today.

You also might have unintentionally set the start date for the future.

Check start and end dates in campaign settings.

Once you’ve confirmed that you have the right date range, you can move on to other technical fixes.

Reason #2: The Ad Got Disapproved

When an ad is disapproved, you’ll get a notification.

At times, these can get lost in email filters or spam.

If you see that your ad is disapproved, check if it’s for a valid reason (e.g., editorial policies, restricted industries, etc.) or a mistake on the ad network’s part.

Valid ad disapprovals need to be corrected, and then you can appeal the disapproval in the ad interface.

Sometimes, ads get accidentally lumped into restricted categories because of wording choices.

The following words can sometimes accidentally trigger red flags:

  • Credit.
  • Housing.
  • Broker.
  • Loan.

You might also have an editorial issue and not even realize it.

These are the most common editorial issues in ads:

  • Including a phone number in the ad text (must be contained to call extension).
  • Using all caps (e.g., “FREE” or “TRY”).
  • Using punctuation in the wrong place (e.g., “!” in a headline instead of description).

Reason #3: The Keywords Have No Search Volume

There’s nothing worse than being told your ideal keyword has no volume.

Yet, some industries naturally have lower search volume because of how niche their products/services are.

If your keyword has low search volume, it won’t run.

A good middle ground is to use a broad match on your longer-tail keywords.

Broad match allows audience signals to inform how the ad network matches your keyword to queries.

This additional queue can mean the difference between enough data to serve and being stuck in low search limbo.

Reason #4: The Bid Is Too Low/Bidding Strategy Doesn’t Make Sense

Brand new accounts won’t have the benefit of conversion data.

This means bidding strategies like Max Conversions, and Max Conversion Value will struggle to set meaningful bids in the early days of an ad group or campaign.

If the bid is too high for the budget (more than 10% of the daily budget), the ad network might struggle to enter the keyword into the auction.

Be sure to set bids and bidding strategies in line with your industry and the age of the account.

Reason #5: Accidental Exclusions

Ad groups inherit the negatives from their campaigns.

You might have a negative keyword list or campaign level negative prohibiting a keyword you’re actively bidding on from serving.

Audiences can be applied at both the ad group and campaign level, so adjusting the new ad group’s targets is possible.

That said, be sure you have the right exclusions, and confirm whether you intend to be on target and observe.

Target and observe prevent anyone who isn’t part of your targeted audience from triggering your ad – which means you’re excluding audiences without actively excluding them.

Final Takeaways

There are several reasons an ad group or campaign can struggle to get traffic.

Be sure to check for these hidden pitfalls, and if you’re still struggling, reach out to your ad network representative.

Have a question about PPC? Submit via this form or tweet me @navahf with the #AskPPC hashtag. See you next month!

If you are interested in original article by Navah Hopkins you can find it here

How to audit your Google Ads account like a pro

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Use this step-by-step analysis as a blueprint to audit and help improve the profitability of your own Google Ads account.

Brad Geddes is no stranger to paid search. And as one of the co-founders of Adalysis, he’s done his fair share of audits.

In an SMX Advanced session, he provides a framework for how to audit your own accounts, or perform audits for client proposals. Let’s dive in.

Why perform an audit?

Here are a few reasons why you’d perform a Google Ads audit:

  • Someone is unhappy with performance. Their conversions have decreased and spend has gone up. Something has gone wrong. 
  • The account owner wants to make sure they are following best practices and nothing is wrong.
  • The account owner is happy with what they are getting, but they want more.
  • The agency is performing an audit as part of a proposal and they need to know what the products are, how they sell, what their funnel is, and if part of that funnel is being ignored. 

Ask the right questions

When you’re performing an account audit there are several pieces of information you need to know. Geddes addresses some of the questions you need to ask yourself or the client. 

  • What is the goal of your Google Ads account?
  • What do you want out of it?
  • What do you consider a successful account?

Starting the Google Ads account audit

Account overview

Scope

  • How big is the account? Is it two campaigns or 30?
  • What is the ad spend?
  • Are there search and display campaigns, or just search?

Sophistication level

Is the account manager new? Will you have to educate that person?

If they are a professional then you can address them in a different way than if they’d only been working in Google Ads for a few months. 

What are you not seeing?

What is not being tracked or only used in certain campaigns? The most common conversions not being tracked are:

  • Phone calls.
  • Downloads.
  • Mailto links.

Use Google’s conversion action sets and adding different conversions together and applying different activities to different campaigns, Geddes said. This way you can use interaction goals for top of funnel and CPA goals for bottom of funnel. 

Account settings

Once you’re happy with the conversions or know what needs to be fixed, look at campaign settings. What you’re looking for is consistency in the setup process. 

Some things to look for:

  • Are all of the campaign targeting the same locations? 
  • Are they creating ads by device? 
  • Are they using bid adjustments? 
  • How are they bidding?

Who is managing the account

Is someone actively managing the account? Sometimes an account is spending millions of dollars per month and if it has five changes over the last 30 days, it’s likely that nobody is managing it.

Other times it may have a huge number of changes but it’s all done by API, meaning that nobody is overlooking the data. And other times someone is really into the account, actively managing it and you’ll see a ton of changes and what is being worked on. 

This should give you an idea of how active the management is and what is being used to make changes. Is it API, third-party scripts, a human, or something else?

Trends

Once you have the base level audit complete, look at trends. Instead of looking at month-to-month trends, look at year-over-year. Consider how last March did compared to this year instead of looking at February vs. March. 

Ask the client if they can provide a few time frames when they were happy with the account for reference. This way you can look at date ranges, compare the visual data, and analyze whether search volume has dropped significantly.

If search volume dropped, did someone remove keywords? Is impression share going up?

Quality score issues could also be present as well as problems with extensions. Was a new landing page launched?

Knowing these factors can help you chase down what happened and isolate areas of change.

Looking at the big picture

In a traditional audit, you don’t have time to look at every detail. Instead, you look into what the problem areas are, Geddes said. 

Impression share 

  • How often are those ads showing or not showing?
  • Are you losing impression share due to budget?
  • How about ad ranks?
  • If impression share is high and the client still isn’t happy, can you add new targeting with some different display or keywords?

If the issue is budget:

  • Can you manipulate the budget to get more?
  • If you took the budget from another campaign, would you get more?

Budget manipulation is likely the easiest way to gain additional conversions, Geddes said. 

Look at the trends and timeframes of when things changed:

  • Is it an ad rank issue? If so, then you’ll want to dig into Quality Score.
  • Is it ad relevance? Is it a landing page issue?
  • Does the landing page match the keywords in the account?
  • Did they launch a new website or page that caused the experience to be affected?

Have a conversation with the client and find out what happened.

Keywords

What keywords is the client using? What does their targeting look like?

Look at their match type usage and trends.

  • What is their conversion rate by match type?
  • Do they have a lot of broad match keywords with conversions, but no exact match?
  • Is anyone going through the query report and adding those keywords to the account?

Duplicate search terms also occur. So Geddes suggests adding a negative keyword to the lower performing ad group can often result in an increase in conversions. Controlled duplicates can often result in additional conversions. 

Keyword conflicts can also occur if you are blocking your own keywords. However, Google doesn’t look at match types, campaign negative lists, or MCC negative lists, so you could be blocking keywords that don’t even show up in Google. Microsoft does, so you can use that to find Google conflicts, Geddes said. 

Ad group sizes

Geddes uses a simple pivot table to look at ad group sizes.

  • How many keywords are by ad group and how many search terms exist by ad group?
  • How are the ad groups being managed?
  • Do the ad groups need to be broken down smaller?

Consider the top spending ad groups first. Is there is a large number of them? RSAs don’t cover everything, so Geddes suggests still using granular ad group organization – even with the new ad formats.

RSA performance and pinning

When you get an idea of how that client is managing RSAs, you want to know what’s their overall asset breakdown.

  • What is your overall pinning usage?
  • Are they pinning everything a little bit?
  • Nothing pinned?
  • What’s your ad strengths?
  • What’s that asset performance breakdown?
  • Are these RSAs unique and are they doing well?
  • How is the client thinking about it?

Looking at the overall asset report you can determine how many different ads an asset is in:

  • Is it on purpose?
  • Did multiple people create the pins?
  • Are they consistent?

Geddes reminds us that pinning doesn’t affect conversion rate or CTR. You’ll likely see a lower ad strength because you’re controlling the message.

But once you have an idea of how ad groups are broken down and how they are doing, you also need to know who you should be paying attention to.   

The competitor analysis

Auction insight shows you who you’re competing against.

  • What’s that overlap rate?
  • How are different people addressing these search terms?
  • Do we fit the same?
  • Do all the ads look the same?
  • How do we stand out in this crowd?
  • Who are your top competitors?

And then looking at how their ads are selling against you, you can devise your own sell against strategy.

Once you do that, you can still do ad testing just like you could before. You may have some ad groups with multiple ad types, and some ad groups that are just all RSAs. So when you’re doing RSA ad testing, you may do them by theme, like RSA one is about discounts, RSA two is about prices, etc.. 

Geddes notes that clients love insights. Multi ad-group testing is a great way to let clients know that they can increase clicks, conversions, or other metrics by doing X. 

Bid methods

A lot more can be done than what Geddes discussed, but you only have so much time to complete the audit. The big methods to look into are:

  • How are they bidding.
  • How are they using bid modifiers.
  • Target CPA is common, but it may not be the best option because it does not use device modifiers to adjust bid.

Audiences

How are audiences being used across the account? Geddes says that audiences are are so useful and so much reporting and audience bid adjustments can be used with several types of automated bidding. 

Google doesn’t use audience modifiers to change the bids. They use the audience modifiers to say “you want to show your ads more to this audience group, or less to this audience group.” So use your bid modifier in an ad serving way.

What if someone has zero audiences or they have zero search audiences, or maybe they have some display ones for remarketing? That’s often a place of improvement in accounts. Dig deep into audiences and the ways you can create custom audiences

Presenting the audit to the clients

Some audits can be 10 pages or even 100 pages.

But what’s important to remember is that not every client who reads the audit will have your level of PPC knowledge. They simply want to know what to do. So focus on the important highlights and recommendations.

If you are interested in original article by Nicole Farley you can find it here

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