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How to Do a Quick SEM Audit Before the Holidays by Sana Ansari #349
A quick pre-holiday SEM audit covers five steps: pull a 60-to-90-day search query report, limit ad group keywords, run a placement report, do a device analysis, and check basic campaign-level best practices.
Key takeaways
- Pull a search query report for 60 to 90 days, add non-converting terms to negatives, and expand budget on high-converting ones.
- Limit ad groups to one to 10 closely themed keywords so ad copy stays relevant to what users are searching for.
- Run a placement report to find high-cost, zero-conversion Display Network placements and either add them as negatives or improve the ad.
- For best-performing campaigns, switch from standard delivery to accelerated delivery so high-converting ads show as often as possible.
Terms that have spent a significant amount of budget and racked up no or few conversions that have high CPAs
About this episode
Want to reduce your stress this holiday season? Hit this quick checklist before the holidays for a Merry Christmas and a Happy New Year! Chris and Chuck talk keywords, optimization, and best practices. Check out Best SEO Podcast 349 over at
Questions this episode answers
What should I do with a search query report before the holidays?
Pull a report covering the last 60 to 90 days. Add terms that spent budget but produced no conversions to your negative keyword list. For terms with strong conversion rates, expand on them, create more ad variations, and increase budget toward those queries.
How many keywords should be in a single ad group?
The article recommends limiting each ad group to one to 10 keywords with close-knit themes. Keeping the group tight lets you write more focused ad copy that matches what the user is searching for, which improves click relevance and conversion rates.
Why should search campaigns and Display Network campaigns be kept separate?
Keeping them in separate campaigns lets you pause one without stopping the other, and prevents display impression volume from skewing your search data. Mixing them makes the combined numbers hard to analyze and limits your ability to manage each channel independently.
What is a placement report and why does it matter for holiday PPC?
A placement report in AdWords shows every site where your Display Network ads appeared. Before the holidays, reviewing it helps you identify sites with high click costs and zero conversions so you can add them as negatives and stop wasting budget while you are away from your computer.
In their words
Ad groups should be limited to one to 10 key phrases with close-knit themes. This allows you to tailor your ad copy as much as possible and keep the ad relevant to what the user is searching for.
Host
Over 46% of their traffic was on mobile devices. Not only was 46% of the traffic on mobile devices, mobile traffic actually had a higher conversion rate than the desktop traffic.
Host
If this campaign is performing well, it's converting well, it's getting decent traffic, it's not costing you a lot of money and you're seeing the result from it, accelerate those ads.
Host
Terms defined in this episode
- Search Query Report
- A paid search report showing the actual user queries that triggered your ads, which may differ from the keywords you entered, used to find non-converting terms to add as negatives and high-converting terms to expand.
- GDN (Google Display Network)
- Google's network of third-party websites where advertisers can run display ads; placement reports show which specific sites served those ads and how they performed.
- Accelerated Delivery
- A campaign setting that shows ads as quickly as possible rather than spreading them evenly throughout the day, recommended for campaigns already confirmed to have strong conversion rates.
- Device Analysis
- A report that breaks down campaign performance by device type, such as mobile, tablet, and desktop, to show how ads and conversions differ across each device.
Full transcript is being added.
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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