PPC Audit

Question 1

What is Impression share and what affects this metric? (T)

Answer 1

 Impression share provides a high-level picture of your potential visibility

o Impression share fluctuates based on budget and Ad Rank

 Budget problems can be solved by increasing budget or rearranging budget within an account

 Ad Rank problems can be minimized:  Ensure you have a few ad extensions for every campaign  Examine and improve quality scores

Question 2

What are some tips to ensure you have an effective structure to your account?

Answer 2

Make sure you have an effective structure for your account

o Test ads throughout account

o Organize ad groups and make sure keywords, ads, and landing pages are highly related

o Ensure you have ad extensions in the account

Question 3

What are some tips regarding the use of Trend Data in an Audit?

Answer 3

Trend data to compare performance to previous time frames

o For seasonal businesses: compare year over year

o For non-seasonal business: compare month to month