Businesses can often adopt a set and forget approach to managing their Adwords campaigns, there are some clear benefits to reviewing and adapting your strategy regularly based on data and results. Here’s a few of them…
1. Save money / Increase ROI
A regular review can help you identify where you’re wasting valuable media spend that should be driving a return on your investment.
We saved one of our clients (in the bus hire business) $9,000 a year by adding the right negative keywords. They wasted their money due to serving ads for services they didn’t offer and were irrelevant to them (limousine & car hire). The account was full of broad-match keywords, and no search query reports were being run, this resulted in a mass amount of spend being wasted…
2. Fresh eyes
Can you see the forest for the trees?
More often that not, if you’ve been looking at the same account for an eternity and you can’t see the forest for the trees! When we look at a new account, we can immediately see where a client is spending too much on Campaign X when Campaign Y is performing two times better. Such a simple way to improve performance.
3. Accumulate valuable data
One of the first things we look at during an audit is your data integrity. Are you only counting true conversions? Are you double counting the same conversion?
If I had a dollar for every time a client was counting the same conversion goal with a different name I’d be a very rich man.
Equally common is not tracking all conversion/touch points across the site, including calls from the website, email submissions and subscribers. All really easy to configure and they’re all valuable insights and data points.
4. Drive more conversions
On average we increase a client’s lead volume by 50% in the first 3 months of us taking over an account, at the same level of spend.
The reason is in how we find what’s working well (keywords, days, devices) & double down. We then find what isn’t working or what is wasting budget and remove it. We can also make recommendations that will improve your quality score which will lower CPC’s & increase conversion rates.
5. Are you living in the past? (new features)
Adwords release cool new features at a rapid rate and an audit can help you make the most of them! In the past few months alone we’ve seen the following readily available to us!
- New shopping ads
- In-market ads for search
- Smart display campaigns
Google’s new shopping ad format:
6. Find out what you’re doing RIGHT
Hey, maybe you’re doing things really well! If so we’ll just tell it how it is. It will give you peace of mind to know your current account is set up right by best practice and performing.
7. Get a list of action items to focus on
Our audits provide you with a list of recommendations weighted by their importance which act as a roadmap for the next 3 months.
With over 50 years combined team experience in Adwords, we know what to look out for to help you get the most out of your media spend. Let us help you lay the foundations for success!
If you’d like a free 30 minute SEM consultation, simply fill out the form below!