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Episode 395: The Nitty-Gritty Paid Search Account Health Check by Amy Bishop Part 2 #395

Ep. 39534 min2017-11-07

A paid search account health check requires auditing keywords and negatives, bid strategy, budget optimization, audience performance, campaign settings, and landing page conversion rates, as covered in Amy Bishop's framework.

Cover art for Episode 395: The Nitty-Gritty Paid Search Account Health Check by Amy Bishop Part 2 #395
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Key takeaways
What's the value in reducing the cost of clicks to your website by 10% to a web page that converts at a zero rate? There's no value. Zero.

About this episode

The Nitty-Gritty Paid Search Account Health Check Part 2Join Chris and Matt for the second part of their discussion on some tips that will help you uncover optimization opportunities within your PPC accounts.

Questions this episode answers

What should you look for when auditing keywords and negatives in a paid search account?

Check for keywords spending money without converting and turn them off. Use strong negative keyword lists as a foundation. Run competitor keywords in a separate ad group. Avoid double bidding by negating keywords in one ad group that you are targeting in another.

How does budget optimization work in a paid search health check?

Group similar performing campaigns with similar goals together in a shared budget to avoid overspending on a single target. Also check whether maxed-out budgets could generate more exposure by reallocating bids, and watch low-volume keywords so daily caps do not cause you to miss clicks on high-traffic days.

Why is landing page optimization considered the most underrated part of PPC?

Many PPC managers focus only on click volume or click-through rate without addressing whether the landing page actually converts. Reducing cost per click by 10% to a page that converts at zero still means wasted spend, so improving the landing page experience is critical to real results.

In their words

There are companies, and you can go try them, that will help you throw away less money. And I think that's what they should advertise.

Matt Bertram

If you divide things into proper ad groups, you can catch what you're looking for and you need to do the reverse of a lot of things if you're building these ad groups.

Matt Bertram
Terms defined in this episode
ROAS
Return on ad spend, a metric used when evaluating overall budget optimization in paid search campaigns.
Negative keywords
Keywords added to a paid search campaign to block irrelevant searches, preventing wasted spend on terms that do not convert.
Shared budget
A budget setting in paid search that groups similar performing campaigns with similar goals so they draw from one pool of spend.
Shiko
A share, a like, or a follow on social media, used by the hosts as a shorthand for social engagement actions.

Full transcript is being added.

This episode answers

Matthew Bertram, host of The Best SEO Podcast
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint

Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.

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