How to Conduct a Complete Google Ads Audit By Corey Morris #379

Hi, and welcome to the SEO Podcast, Unknown Secrets of Internet Marketing. My name is Chris Burris, owner of eWebResults. I am Charles Lewis, your client result strategist. Welcome back to another fun-filled edition of our podcast. This is podcast number 379. Thank you for tuning in. As always, we have a tip from our previous podcast, and that tip is guard against negative SEO. Check search rankings for spikes and dips in positioning. Look, the easiest way to find out if your ranking is being affected by some negative SEO, log in to Search Console, check your queries, and see what your impressions look like. Do you see dips in impressions? Do you see spikes in impressions? Either way is a good way to determine what your link profile is doing and if you're being affected negatively. Hey, please subscribe and follow. Boom! Please remember, we were filmed live here in Houston, Texas. And Chuck and I, we are your friendly local neighborhood top position snatchers. And our mantra is... Do not be a douche. I got to change it up today. We got a review that I just wanted to jump into right away. It's from Kayla Trujillo. And it says, and it is, of course, five stars. Hold on, hold on, hold on one second. Yeah. Was that like the... Say her name again? Kayla Trujillo. Okay, here you go. Did I say... Did I mess it up? I don't know. I just heard it in the... And it didn't sound like it looked... Kayla Trujillo. I was like, what? I was like, what? So this review is, of course, five stars. And it says, I absolutely love this podcast. Punch in the face to you both. That's a good thing. By implementing your advice and strategies, I'm seeing huge results in my rankings and I couldn't be more excited. That's what's up. Wow. Kayla, punch in the face to you. I'd love to know what you implemented. That is awesome. And what do you mean by huge results? Yeah, it was huge. Like, yeah. That's what's

up. Very cool. So we do have an article that we're discussing today. That article is... Man, this article was posted by a search engine journal, a guy, Corey Morris. He says, how to conduct a complete AdWords audit. He got like seven steps and things you need to do to complete an AdWords audit. Talks about everything from keywords to structure. So we'll get into that in a minute. Punch in the face to you, Corey Morris. All right. So if you're new to the podcast, we're going to do a little bit of potatoes. We will get into the meat and we'll be discussing that article. Right now, if you're in a position to, you have some sort of electronic device, we would ask you to tweet. Chuck, what should they tweet? They should tweet us. Use the hashtag SEO podcast. This is number 379. Tag us in it, at eWebResults, at BestSEO Podcast. That way we can follow you back and do all of our social networking stuff. Now, I know I did just say tweet. They could also do the same, very similar things on Facebook or on Instagram. Maybe take a picture of their screen, snapshot of their phone, get that up on Instagram. But, yeah, please do. That'd be kind of live. You want to screenshot us? That may earn you something. Yeah. You screenshot us that you're watching it? Yeah. I would have to do something different, like a link or something, or who knows? Yeah. Screenshot us on Instagram. Tag us, at eWebResults. We would definitely give you a punch in the face for that. So, if this is the first time you've listened to the podcast, howdy. Welcome to the show. Glad to have you. We are going to get into the meat here pretty soon. If you've listened to this podcast before, then you know the section that we're going to skip. The way this works, we run a, quote-unquote, contest every week. If we get a review and we get 10 shikos. A shiko. That's an eWebResults branded term

for social engagement. It stands for shares, likes, and follows. Shiko. If we get 10 shikos and a review, then we don't go through the laborious process of telling you how to leave us a review. Yeah. We're literally saving you probably, I don't know, four minutes. Yes. So, thank you. And our thanks to you is saving you four minutes. We will, though, tell you how you can shiko us because that's really easy to do. Just go to our profiles on these platforms and we've made it easy to get there. Facebook.com slash eWebResults. YouTube.com slash eWebResults. Twitter.com slash eWebResults. Instagram.com slash eWebResults. And LinkedIn.com slash company slash eWebResults. All of those will take you to our profiles on those platforms and there you can shiko us. Shiko us. Yeah. That's pretty simple. If you're a PHP genius or a WordPress guru, is that the first time I said genius for PHP? I don't know. If you're a PHP genius, I'm getting it definitely. I say it every time. It felt smarter this time. So, if you're smarter than a genius at PHP and or WordPress, we're looking for you. It felt the exact same to me. It must be me. It's not you. It's me. Go ahead and leave us an audio resume. 713-510-7846. Hit us up. If you would like a free, comprehensive website profit analysis, we will get one of those for you. All you need to do is go to eWebResults.com and click the green button, which should be working soon. Yeah, I saw those tests coming in. I was like, okay. What is going on here? Yeah, there's some sort of Ajax issue going on. So, we're getting that solved. It's time for the favorite segment of the program, the algorithm cataclysm. Cataclysm, oh, that was good. Yeah, that was a good cataclysm right there. So, this cataclysm comes from, first off, dig this. You need to have your Google My Business page even verified to take advantage of today's cataclysm. Okay, okay. So, look at the eye. We've done that. Verify for

us and our clients. So, what Google has enabled verified Google My Business users to do is literally post from your Google My Business page. And that post, whatever you posted there, will show up on the search results page if somebody searches for your company name. So, right now, if someone watching right now, if you were to go to Google and search for eWebResults, search SEO podcast, any number of phrases I tagged it with, our local listing will show just like it does when we tell people GE+. That would come up. But the only difference is, you would see an ad for today's podcast that says, Podcast 379, start the day, talking about hashtag AdWords audit, learn more link, actually brings you to our podcast page. That's a new feature. That's live. They're calling it Google My Business Post, P-O-S-T-S. And literally, you log into the dashboard, first new section you see is post. And you can post multiple times a day as often as you want. And so, I think it's pretty cool. So, if you're like a business, like a restaurant, this is an awesome place for you to be posting daily specials and new this or new that. Maybe you're a retail establishment, new coupons or any offers like that. This is where you want to take advantage of it. Or in our case, we've got a weekly podcast. So, today was the podcast. Tomorrow will probably be about our instant leads, leads, leads campaign. But something will go there. Guaranteed. Take advantage. Exactly. So, it's called Google Post. That's how I go, Kevin. That's pretty cool. Yeah, I thought so. That's really cool. All right. I got a little bit of news. Mine is often off topic. We will get to the meat here soon. You know, Lyft is coming to Houston. Am I pushing in here? I went to Pep Boys to get some oil because it was running low. That's always scary. And right there was a little Lyft table. So, you could sign up to be a Lyft driver.

In Pep Boys. That was kind of cool. I didn't. Makes sense. There's got to have some place to sign up. Man, look, boy. They've been texting me. And I don't even know how y'all got my number. I be getting texts like once a week. Like, hey. Become a Lyft driver. Or try to stop to stop these. I'll be like, stop. And then a week later, they'll be like, hey. Become a Lyft driver. I believe that. I'll be like, stop. Yeah. That's funny. Next is Google is going to stop scanning Gmail accounts. I saw that. To figure out. And that could be AlgoCat, too, right? It's certainly algorithm. Well, they said they're going to stop searching the free ones, right? So, apparently, the G Suite and all of the paid ones, they've already stopped. Yeah. They stopped that a while ago. Yeah. But the free Gmail accounts, they'll scan your content and put ads in front of you that match your content. That's about to stop. They didn't give a stop date. I didn't notice a stop date. Maybe it was immediate. Who knows? It said 2017. Okay. The article already said 2017. Okay. Cool. And then, finally, Google adds medical information to the list of data that is automatically removed from search results. Yeah. So, somehow, like, some articles, some people's medical records had gotten someplace where Google could index them, and then now they were indexable, or, yeah, indexed, and so that they could be shown. They were actually in the index. Yeah. So, they're making sure that those are removed. So, that's all the news I got. I do have one more review after you do your reviews. Okay. Well, let's get into this news. I bought my spinner, right? All right. I turned my lights off and everything. Oh, that looks like cool. Yeah. It's a little slower than it's looking at my hand right here. Yeah. But then, I did use my spinner. Why did I bring my spinner today? Why did you bring your spinner today? Because Google has a

new Easter egg. Okay. You know, the Google Easter egg is where you go search, search, search, yep. So, if you go search spinner, obviously, and then you get returned an embedded spinner. Right. That's available right now. Where you go in and then you use your mouse to spin it. And it will spin. Or you can click the spin button, or you can use your, you can swipe and spin it if you're on your mobile device when you do it. And so, yeah, I spent about 180 seconds spinning a digital one. Does that have a timer on it? No, I just was like, I was like, okay, that seems about like enough time to get back to work. So, that was that. Anyway, you got some time, go check it out. I'm not sure why they did it, but it's there. It's a fad, right? That is kind of cool. And it's just there. That's kind of cool. So, yeah, you can do that. Now, more Google news. Google for jobs. Remember, we talked about this before. I saw this too, yeah. That Google was going to get into the job deal. So, now it's live in the search results. I actually went and tested this. It was pretty cool. I've tested an SEO. If you go do like SEO job near me. Right, right. Right? Then Google gives you a chart. And it's interesting because it's going to be, it's a new three pack. Right. It was like a three pack of SEO jobs near me. And then there's a more link that opens up to a whole new thing. And what Google did, as a matter of fact, the headline said, Google for jobs sees the search giant collaborating with other companies in the job matching industry to connect employers with the right candidates. And that's exactly what happened. The three pack that came up. Right. The top listing was Indeed. The second one was like Monster. The third one was something else. So, it was literally just pulling these things. Right. But, the

cool thing was it had columns. Like, when this job was posted, how long it's been active. So, I thought that was kind of cool. I was like, yeah, last time I was in the market, yeah, that would have been information. It's a nice thing to have quick and easy. Yeah. Yeah, especially. So, that's what's up, Google. I'm glad you're making it easier for people to try to find jobs. Last piece of news. Well, two more pieces. One is talk Snapchat. Okay. I don't use it much. Every now and then I do. But, if I did use it a lot, this would be a cool feature. So, Snapchat launches a location sharing feature called Snap Map. Yeah, yeah, yeah. It brought out a map. I read about that too. Yeah. So, Snapchat's big feature wants to get you to meet up with friends in real life rather than just watching each other's lives on your phones. Snap Map lets you share your current location, which appears to friends on a map. It updates when you open Snapchat. Now, I looked at the screenshots and that's just pretty cool. Right. For you to be snapping with somebody, then click over to the map and realize that, oh, they're actually right around the corner from you or they're on the other side of the country or they're 10 minutes away or wherever they're snapping from. Just kind of cool information to know. So, where did it more notice? I don't know if you are on, like, Facebook of XYZ person is close by. I don't know if you have that turned on. I don't know if it's a turn on feature. You know, it can get pretty complex. But when I was driving out, we have a client who's about an hour and 40 minutes north of Houston. I was driving out there and then a guy that I haven't, like, chatted with in quite a while, Joe, he shows up. Joe's nearby. I'm like, he does live out here. Really? I'm nearby. It should have been, you're

nearby Joe. So, that's kind of cool. Interesting. And I can't say that I saw one of them. My last piece of news is about YouTube. So, they just posted this. YouTube Dig This Chris has 1.5 billion logged in monthly users. Wow. 1.5 billion with the B logged in monthly users. Now, add this caveat. And those 1.5 billion monthly logged in users watch at least 30 minutes of video daily. Wow. The 30 billion minutes of video every day. Wow. And that's just YouTube. And so, I'm like, I just imagine what the Facebook numbers look like because Facebook has that. Oh, that was YouTube? That was just YouTube. In my head, you're like, that's Facebook. No, that was YouTube. Facebook can be bigger than that. Exactly. And then when you consider all of the live video that's going up, I just imagine what the Facebook numbers look like. But anyway, yeah, that was YouTube. And that's how it looks. Wow. All right. So, here's one last review. So, the title of the review is Five Stars, Baby. Yeah. And it is, of course, Five Stars. It's by Chris from PV Pros in New Jersey. I've had conversations with them. They do photovoltaic stuff. I should know how to say that. I did study engineering. So, it's like solar cells. Got you. Coming from a non-marketing engineer, thank you for keeping it clear and concise with the side of funny. I can speak more confidently when marketing topics come up. Looking forward to the website Profit Analysis. And he got one. So, punch in the face to you, Chris. That's what's up. Cool. I think that is the potatoes of our podcast. One patiff. Oh, one more. Get to this patiff real quick. Yep. This punch in the face goes to Superman Comics and SEO. They've hit us up before. They said, At EWebResults, At Best SEO Podcast. We'd love to see an episode about YouTube optimization. Seems to play an important role in some businesses. We have one. Yeah. We did one. And if you want to

see Charles cry just a little bit. Oh, yeah. We had our featured. Dan Golden. Yeah, Dane. Dane Golden. Dane Golden. Yeah. Matter of fact, at Superman, I will find that archive and retweet you with it. Yeah. I'll send you a link. Yeah. Because that is posted. That was really good. And there is like, it's right there. Yeah. We actually had to interview the guy who specializes in promoting YouTube videos. And it was pretty cool. All right. So, that is the potatoes of the podcast. Time to get into the meat. Like I said, I want to give a huge punch in the face to Corey Morris and the good folks over at Search Engine Journal. He posted this article, How to Perform an AdWords Audit. Pretty simple. How to perform an AdWords Audit. Yeah. And so, I think this is a very. It sounds useful. Very useful. Very key. Something we find ourselves doing not only weekly, but every time, you know, we get a new client, we got to kind of audit their account, see what's going on with it. Matter of fact, he says, He says, An audit can reveal painful hidden issues that need to be addressed. Once you've identified these issues, you can get the work improving the overall health and performance of your account. He's absolutely right. It's a reason we do weekly audits for every PPC account. And that's so we can consistently have some eyes on that account, understanding what's going on, what's not going on, what should be improved, what's not working. And then it's just necessary to, in order to effectively manage a paid campaign, to make sure it's generating results, make sure it's not overspending, needs to be kind of auditing consistently. And so, so he has how to perform an AdWords audit. So, let's get right into it. He says, step number one. One. Review the goals. Right? If you're going to do an audit, you should probably review the goals. Right? This does presuppose that you have goals. Set up. Exactly. He says, there

can be multiple conversion goals. Understanding what they are and what performance outcomes you're seeking will set the tone for your evaluation throughout the rest of the audit process. He's absolutely right. Like, you need to understand what it is you're trying to accomplish with Google AdWords or Bing Ad Center or Facebook ads or sponsored tweets or whatever paid type of search you're doing or paid clicks you're managing. You need to figure out what your overall goal is. He says, ask these questions. What are your conversion goals for the company? What are your conversion goals? When you consider your website, what do you count as a conversion? Is it a form submission? Is it a download? Is it a newsletter subscription? Is it a phone call? Right? What is your goal? And the first key thing is to identify what those goals are. And for your company. Right? So, that's really like based off of, that's based off of your call to action, based off your website, what are your company related goals for this digital marketing campaign? Right? Then he says, what are your conversion goals in AdWords? So, not necessarily for the company, but in AdWords specifically. Oh, oh, Mr. Morris, what do you mean? Well, what he's talking about is, is your percentages, your budget, like, is your goal to spend a bunch of money? Is your goal to, to, you know, drive a whole bunch of traffic and increase your branding? Or is your goal to generate, you know, web conversions from these AdWords campaigns? Like, figure out what your AdWords goal is, and what that conversion rate looks like. You may have to do some industry research. You'll learn that maybe people in your industry only converted 2%. Right? Industry average is about 2.5. And so, once you figure out what your goal is, then you can better create your campaign. Review your goals. I think it's clear to understand, um, um, what your goals are, and making sure that they have, um, been set up and configured correctly, is what I

kind of added here. A challenge is, you may be working in analytics, and, and you may not have your goals just configured right. So, you've added it, but it's not tracking the cause, or, or the data's a little skewed, or somehow you're getting some spam data in there, or some ghost or, or, or data that's just not, not accurate. So, I think before you can even review those goals, you need to make sure that you have them set up properly. Yep. That they are functional, that analytics and AdWords are working in harmony, and actually tracking that data. Then that way, when you do sit back and review the goals, you actually have some good data to look at. It goes back to what we say all the time. Make sure you're not there throwing money against the wall, and seeing if it sticks. Make sure you have goals. So, there's kind of two aspects of this conversation, right? Goals in, like, this is what I want to accomplish, and then goals in AdWords that, that match that. Sometimes they can't match exactly, but as closely as possible, so that you can then track it. Yeah, high level goals. We want to drive traffic and get website newsletter subscriptions. We want to drive traffic and get new appointments set. We want to drive traffic and get mixtape downloads. Whatever your overall goal is, identify that first. Yep. And then make sure you have the functionality set up on the site to actually track that goal, and then funnel it through AdWords and make sure that it's working. Well, I want to give a punch in the face. Marcus and Brian tuned in on Facebook Live. Thank you guys. Punch in the face to you guys. Number two. Number two. He says, review your account structure. So number one was review the goals. We're talking about an AdWords audit. Number two is review your account structure. He says, while there's not necessarily a right way to structure your account, you want to do so in a way

that gives you as much control as possible on the more granular details of bid, budget, ads, and overall management. He's absolutely right. Like, there is no official way to kind of configure your campaign. It just depends on what you're doing, what you're going after, how many people have access to it, and who's managing it. Like, all that kind of goes into place. But, what I will say is that there are some kind of foundational kind of core things that you should be doing. in whatever account it is. And so what I say, like, for example, is when you're structuring these accounts, right, identify how you plan on targeting these people. Are you targeting them by location? Right? So maybe you provide service in Houston, and in Katy, and in Pearland. These are the kind of cities surrounding Houston. Then you may want to create campaigns based off of those cities. So that way, you may want to turn off ads in a certain city, or turn up ads in a certain city. And if you've formatted them by city, then you can do that. Right? Maybe you want to first buy the type of service you offer. Maybe you provide AC. Maybe you provide heating. Maybe you provide plumbing. And so you may have campaigns for each one of your services. And in that way, you can adjust those. Maybe you want to target by the personality you're going after. Like a male campaign. Right. And a female campaign. And everything in the male campaign is using kind of... For a second there, I thought you were an internet... Just a reminder, we're an internet marketing agency. Male campaigns are not... We don't do male campaigns. Maybe you were targeting males in your digital campaign. Or maybe you're targeting females in your digital campaign. And so... Today we're going to promote billboards, TV, radio, and mail. M-A-L-E. And so... But the key is you may... By separating those type of campaigns in AdWords or Bing or whatever you're using, then you may realize really quickly

as you kind of glitch your analytics that you get a higher conversion rate from females than males. If you've separated them campaigns, then you can kind of go back and adjust budget, turn budget up over here, pause that one. The key is having the account structure set up correctly so you can go in and make the right adjustments as you get data. The problem is most of the accounts that come to us, they aren't set up correctly. It's just a whole bunch of random key phrases and a bunch of random ad groups and the campaigns... And sometimes negative phrases. Yeah. No campaign structure involved. And so... Yeah. It becomes a long audit. Yep. Number three. Number three. He says account and campaign settings. So that previous one was about the account structure. Right. Right. So this is about really the campaign settings. A little bit different. And that structure is more about how you have your campaign set up and what the ad group looks like and then how the keywords go with that. The campaign settings are a little bit different. Matter of fact, he says here are some specific items to review. Right. Like it's a geographic targeting. It's a campaign setting. Are you actually going after people in the Houston area? Have you identified where you want your ads to show? A lot of people haven't for some reason. So you want to make sure you've done that. Here's another one. Is your device targeting appropriate? It's a good one. Because depending on your industry and how much traffic you get, you may learn that you get a ton of mobile traffic, but your desktop traffic converts better. If you know that, then when you're paying for traffic, you want to make sure that if someone happens to be searching and they're on a desktop device, then I'm willing to bid a little bit higher because I know that this traffic is going to convert better. Right. You don't know that if you're not looking at the numbers, which is why you

want to make sure you have your analytics kind of in sync with your AdWords so you can know that. Another question you may ask if you're checking your campaign settings. Are the bid, strategy, the budget, and the ad delivery method as I desire? Right. Meaning, do I intend to show this on the search network? Is this the bid that I'm really going after? Can I even afford this budget? Right. How much is this going to spend over a certain period of time? These are things that you really need to know when creating the settings for your campaign. Because if you don't, Google will have no problem just infinitely charging you. Right. And so you want to make sure you've set some things in place so that doesn't happen. Do you have the right day partying in place? He's talking about ad scheduling, right? Like if you know... Day partying. Is that a common phrase? That's an older term. I've heard it before. It used to be called day partying in other words. It's all right. You're old. It's okay. In this industry, the way does that mean? He's a friend of ad scheduling, right? So if you know, like for example, you're running call ads and you... They don't answer the phone after nine or after five. Well, if you know if your best salesperson is only there from nine to four, you know what I'm saying? The person answering the phone who has the highest likelihood, you may want to run your ads from nine to four. Triple your budget from nine to four. Exactly. If they're on a desktop device. Right. That sort of stuff. But when you're looking at the data, then you can make those kind of decisions. And that's the point he's making. If you're not auditing your paid accounts and looking at your settings, then you may miss the opportunity to make those kind of changes. You may miss that opportunity. Number four. Before we get to number four, no, we've just got a punch in the face to

Conrad and Manny. Manny's already commented on the fact that he doesn't have to read our signage backwards. Backwards. Oh, punch in the face to Xplit, man. Yeah, our video. Yeah, we're using Xplit. We're actually up on Facebook Live watching your comments and the video is normal now. Except for our delay. Yeah. He probably posted that apparently 30 seconds ago. About 30 seconds ago. So, punch in the face to you, both Conrad and Manny. I guess he'll see that in about 30 seconds. All right. Number four. Ad groups. So, we're talking about how to perform an AdWords audit by Corey Morris and the good folks over at Search Engine Journal. Number one was review your goals. Number two was review the account structure. Number three was the account and campaign settings. Number four is ad groups. Ad groups. All right. Check the ad groups. We're talking about an AdWords audit. He says, at this stage, it's important to remember that ad groups equal a group of ads. Rather than ad groups equaling a group of keywords. This is important. I'm glad he took the time to point that out because a lot of people tend to group keywords by the ad that's going to show when those keywords are searched. And that's not really the purpose of it. It's going to have one-to-one. Exactly. Exactly. Ad group is really, literally what it says, a group of ads. Now, they may be related to a certain set of phrases, but it's really about the ads themselves. You may have been lazy and only made one ad. Exactly. Google may have shut off all your other ads, right? That it's about having a group of ads. He says, sometimes we get those confused. We think too much about keywords and groupings before we think about the intent of the searcher and the destination we're sending them to. What you really want to understand is what your target is searching for and make sure that you have the ads to speak towards it. For example, do you have enough

ads that complement what this user may be looking for? Right. Right? So, maybe you got my previous example. You got a male user. He's on a desktop device and he's looking for AC repair in a certain area. Right? Then this is your best decision to create multiple ads that speak to him. Maybe one that's very technical. Replace your AC, save this much power, and this saved this much money, call today. Right? Then maybe it's an emotional-based ad. Replace your AC and keep the wife happy. Blah, blah, blah. Right? Or maybe it's a straight financial-based ad. Lowest AC replacement in the city, take advantage, limited time offer. Whatever the ad is, they're all relevant to that guy. That was kind of good to come up with three ads like that off the top. But the point is... That's why you're you. The point is that would be an ad group all targeting the same person with different feels. And then we can test, we can do all kinds of stuff from that point. It's like, oh, he's really responding to these emotional ads. Spin off a whole new set of those. By the way, not a surprise. Exactly. The point is, the point is when you're doing ad groups, do more than one ad. Do a whole group of ads so that way you can make the most of it. And if you're really struggling with ads, because it's like my forte is not the creativity of making lots of ads, go to an expert. Hire an expert. Maybe it's just, you know, pay a couple hours and have them spin out a bunch of them. And then that'll, that'll do two things actually. One, they may not be perfect for your own target audience, but there'll be different perspectives. And those perspectives will give you help you generate ideas where you can write more. Yeah. So, yeah, don't, if you struggle too much, just go. If all your ads start sounding the same, like, that's one of the reasons I don't make beats, right? Like,

I love to rap, right? And I know a lot of producers and people who make beats every time I sit at the beat machine, at the keyboard. It don't matter what concept I have up here, whatever I execute sounds the same as the last beat I made. And do other people also say it sounds the same or is that just you and your head? That's just me. I'm like, man, that sounds just like my last beat. Because it's coming out of the same place and it's like, he's the one beat wonder. And so, I've learned that don't make beats, I buy beats. Yeah. I'll go talk to producers, get their input, and just see what they have available. How much does a beat? It depends anywhere from 40 bucks to 4,000 bucks depending on who made it and the purpose of it. Yeah. Right? Mine don't cost nearly as much. They don't cost 40? No. 4,000? Yeah. Mine are more in the $150 range and like, give me two. Because I'm back. Because I'm back, though. And so, but the key is, the key is ad groups work that way, right? And so, you want to make sure that you have enough ads in the group to compliment the user who you're going after. Number five. Five. Keywords. Right? So, number four was ad groups. It's kind of diastole. It's an audit. It's a mining process. Think about an AdWords audit, right? You get a campaign, first thing you want to do is, what do you say? Overview. Overview. Check the goals. Okay, this is what they're trying to accomplish. Check the account structure. Everything is in place. You know, then you want to, you check all of that stuff. You check your settings. Make sure that you're showing it at the right time. Got the right budget. You check your ad groups. Do you have enough ads in place? Now you're checking your keywords. He says, we can get lost in keywords, match types, search queries, negative matching, and all of the detail. It's

important to identify patterns and trends during the audit process. He's absolutely right. When you're looking at keywords, it's about just understanding which keywords, or better yet, which keyword concepts are bringing in the right type of traffic. Right? He says, matter of fact, ask these questions. Are your negative keywords even in use? They should be. Right, yes. What's the negative keyword? Any keyword, any word that you don't want to show up for should be a negative keyword for you. Maybe you fix windows. I was thinking of the thing. We'll see what you come up with. But I'm thinking of the same one. Yeah, maybe if you fix windows and you do residential window replacements, right? Then the car, automobile, Apple, windshield, cell phone, glass, repair, all of these are negatives you should have. And this is like experience talking right now. This is like, ooh, don't need to fit on it. We don't do Apple Glass repair. But those are the negatives that you need to have running because I guarantee you if your phrases are there and you're running broad match or broad match modified or something like that, then you're likely showing for some other terms that you probably don't want to. So, use negatives to do that. Another question if you're ordering your keywords, does the search query report show any keywords that are off topic, right? Are you, when you go and look at all your keywords, are you getting traffic for a phrase that's just not relevant at all? Never going to convert. Add it as a negative, remove it from your list, whatever you got to do. Are there keywords that have no conversions but a lot of impressions and a lot of clicks, right? One of them keywords that just wasted budget, way too vague, maybe not qualified enough but kind of on target? Yeah. Might want to, depending on your budget, right? You may need to go in and stop that phrase or come up with some more focused variations of it or at the very least, exact

match it and so that way, whatever version comes in exactly that way, your click cost is a little bit lower and you can still get that traffic. But the key is to just understand how your keywords are performing, which ones you can change, which ones you can improve and which ones you should just really stop using. And you can't figure that out without an audit. Yep. Number six. Six, ads. He's talking about the ads themselves. We talked about the ad groups, making sure you have enough ads all in the right place. Then we talked about the keywords, right? So you've identified which keywords will reference those ads. Now he's talking about the ads themselves. He says one way to effectively test ads is to set the ad rotation to force an even rotation indefinitely and ensure that each ad group has two ad versions. So when you consider my previous example, right, you have an emotional-based ad and then a technical-based ad all targeting the same person. What he's saying is do that and then set ad words to rotate them equally. Right. Rotate them equally and then you just give yourself a time period, two weeks, 30 days, depending on how much traffic you're getting or what your budget looks like. The number of impressions potentially. And then you can go back and see that each one of these ads were shown the exact same amount of time and maybe ad A converted at 10%, which would be awesome, and ad B only converted it at 4%. Which would also be reasonably awesome. Awesome, yeah. I know. But once you have that information, then you know, okay, I need to sit down and spin off more versions of ad A. Go ahead and pause ad B and then increase your budget, right, because now you know which ad is converting more. If you're not auditing your ads, which ones are converting the best, which ones are frankly costing you the most and not converting at all, then you don't know. Chris alluded to it

earlier. You're just kind of throwing money. Just kind of throwing money. And seeing if it sticks. Not a good plan. And so that's number six, auditing the ads. The last one, Number seven. The last one he talked about in reference to an AdWords audit is the landing page, right? So he's talked about from the account setup to what your account looks like and now we're getting into the landing experience because even though the landing experience is not part of AdWords, there's a direct correlation on your landing score. Whether you continue to run AdWords. Exactly. How those ads even perform. Matter of fact, he says carrying the consistent wording or terminology through the landing pages. We call that continuity. Having clear call to actions and a positive user experience are all key to ensuring optimal conversion rates. Look, at the end of the day, when you're looking at your pages, man, you want to consider the following. Is there a good headline or click call to action on this page? Right? Chris said, we do call the continuity. Do the forms work? We tested that earlier. Right? These are just things you want to know. Is there a dedicated call tracking number? And is it set up? Like when you're considering your landing page, just start thinking about the experience that you want that user to take. That same male who's on a desktop device and when it's searched for AC repair, what do we want them to feel after they click? Right. Right? We want them to feel trustworthy. We want them to feel engaged. We want them to feel that we can provide, we can help him with this AC situation. That we're experts. That we're experts. That we have the credibility and the resources to get it done. Yeah. So you need all of that on that landing page. Yeah. As a matter of fact, and since we're talking about pay, let me give you a few moments to just talk Instant Leads for a minute because I believe his audit kind of

speaks directly towards our whole Instant Leads campaign. Absolutely. So we come up with the program is called Instant Leads. Lead, lead, lead, lead, leads. Guaranteed. Teed, teed, teed, teed, teed, teed. And basically, how do you guarantee that? I actually put together a video, I haven't posted it up yet, which talks about, look, it should be simple, right? You have a product or service that you're selling. Somebody is looking for that product or service. You can get ads in front of that person who's looking for your product or service. That ad can have an offer in it, right? It can be a compelling offer. So they click that compelling offer for the product or service that they're actually searching for and they land on a landing page that reinforces the offer that they were expecting about the keyword that they were searching and drives them to fill out a form or make a phone call. It should be easy and with instant leads, lead, lead, lead, guaranteed, teed, teed, teed, teed, it is that easy. So yeah, that's it. And it goes all the way through the whole process. Through AdWords down to the landing page. That continuity is continuous. He even started with review goals and one of the things that's biggest with our instant leads campaign is that we're reviewing this consistently. We're looking to generate the most return as quickly as possible. And so we're adding budget and we're looking at it daily, weekly, until we kind of plateau as much as we can get. Right. And then we kind of revisit it and either help. Typically, we'll address another set of keywords that we can actually go after. Expand. Yeah. So anyway, I just thought that was a good time to talk about instant leads. So he closed it out with his final step which is the reporting and the action plan after you've done this audit. He says, your real work begins after you've documented each item, the status of it and any issues to address. Right. So after you started

reviewing those goals and you realize, hey, we don't have our call tracking listed here as a goal so we don't know how effective our paid ads are driving phone calls. Well, if you notice that in your audit, you wrote it down. Now go and take action. Maybe in your audit you realize that you only had one ad in this one ad group and so it looks like it's performing but you don't really know because you only have one ad. A classic example of that is to put like the, I think it's all AdWords but to do search and display in the same campaign. Display is so much cheaper on an impression, well there's actually cost for impression, but on a per click basis if you mix that data you got no information. And it's even tougher to look at it and understand it in analytics. So when you take the time now that you jotted that down and you wrote it down you know you're going to go back and split those into separate campaigns. One for search, one for display that way you can kind of separate the budgets and be a little bit more granular in how you make an adjustments. The key to it all is if you're running AdWords or in this case AdCenter or whatever paid clicks that you're purchasing you want to audit that whole setup from what you're expecting to happen like your goals and conversions to the actual settings and configuration of the account making sure you have your budget and your target set right and to the landing experience what's happening after the click and if you kind of manage all of those things then your campaign is probably performing pretty well. Man, punch in the face to you, Corey Morris. Yeah, good article man. Great folks over at Search Engine Journal how to perform an AdWords audit. Dude, I can dig it. Hey, if you like this podcast we're going to ask you to do one simple thing and you can do it three times

and that would be to share this podcast with three people that you know. Yeah, like three people who I don't know may be having some challenges with AdWords right now. Right. Share it with them say hey these guys just posted an audit matter of fact they're reasonable hourly if you just want to call and have them look at it we'd be glad to do that. Tag us in it at eWebResults that way we'll know you did it and we'll give you some link love and some punches in the face for that. And actually we have a referral program so and you know one target maybe that wasn't very specific if there's a business owner who could benefit from instant leads lead, lead, lead guaranteed TTT yeah just somebody who could benefit from this information. All right. All right. So we'll keep this short. If you're interested in growing your business with the largest simplest marketing tool on the planet the internet call eWebResults for increased revenue in your business our phone number is 713-592-6724 we do have a referral program we just alluded to that referral program so go ahead if you know somebody who needs internet marketing that's website AdWords obviously we just talked about search engine optimization social media marketing email marketing all of the above custom website design any of those go ahead and send them to us when they pay man we've been getting into some kind of JV launch stuff we're working on right now so just stay tuned for that we'll probably have a product service kind of launch package for you guys coming soon so we're working on some stuff absolutely so send them to us when they pay their bill we pay you it's a pretty nice little program easy to get paid if you are in Houston you should be doing network in fact just add this to your calendar right now literally like pause it do whatever and add well keep listening until I tell you the date it's the 29th so it's Thursday the

29th from 10 a.m. until 2 p.m. a really good friend of mine Patrick he actually I saw a training he did the last week this Wednesday and it was impressive like it's just impressive the impact that his exercises and what he goes what he took a room full of businesses through so that they could actually break through what's holding them back if you want to experience that if you want to have a breakthrough and you're here in Houston I tell you man man dude powerful dude very sharp mind you know like especially I was going to say hypnotic he used to do hypnosis yeah he used to do hypnosis stuff and like all kind of stuff man really sharp gut he can really help you break through so that's June 29th this next Thursday it's at Tulane University in order to find it just go to upsocialnetwork.com there's a red button that says register for event take advantage please remember and we've already talked about instant lead so we'll skip it please remember we're filmed live here at you know I want to ask one last question if you guys have gotten to this point you're a regular podcast listener if we were to provide a separate content venue whether it was video whether it was PDFs whether it was audio webinars webinars what specific questions would you like us to answer and maybe it's as granular as what should I do on WordPress should I throw away Joomla what is the very granular questions or broader based questions that you feel we're not answering here that you would like to hear it can even be like implementation related questions like how do I execute this in AdWords right that's the content you know that we'd be willing to create a video for and show you how to do if that's what you needed to know absolutely so go ahead and kind of hit us up you can podcast at ewebresults.com we haven't done that one in a while I'm impressed go ahead and hit

us up podcast at ewebresults.com and send us those questions please please remember we're filmed live here at 5999 West 34th Street Suite 106 Houston Texas 77092 we are the most popular internet marketing podcast on iTunes if you want a transcript audio or video of this podcast go to ewebresults.com you guys have made us the most popular internet marketing podcast on iTunes thank you you could be watching this on Facebook live we'll get the video up on YouTube later you could be watching us if you are make sure you follow and subscribe to the Facebook page to the YouTube video so that way you can be notified when we go live absolutely until the next podcast my name is Chris Charles Lewis bye bye for now balance check balance check 379 SEO podcast 379 it's Bustle Godin Chris and Chuck we're feeling fine today we're talking about AdWords so take notice punch in the face to SCJ and Corey Morris let's go SEO podcast 379 subscribe follow boom