It’s first semester back at school, and there’s no better time to start setting yourself up for straight A’s on your Pay-Per-Click (PPC) Report Card this year. Here at Ten26 Media, we know it’s not always easy to keep track of and maintain your PPC advertising when you’ve got so many things on your plate. We get it, and we’d like to help you out by offering a complimentary review of your PPC account, whether that’s Facebook or Google.
What’s the Big Idea?
Our PPC Performance Grader is the perfect way to get a fresh snapshot of your campaign’s current health. This tool scans multiple aspects of your PPC campaign and compares the findings with industry standards and best practices. Some of the elements we review include wasted ad spend, impression share optimization, and click-through rate (CTR) optimization. In order to provide the most accurate snapshot, the Performance Grader will require access to your Facebook and/or Google account(s).
Nobody likes to be told their kid is ugly, but the reality is, you’ll find that many PPC accounts aren’t following best practices when you peel back a few layers. The PPC Performance Grader allows us to pop the hood and give you insights that will help you avoid making the following mistakes:
1. Wasted ad spend.
We’ve reviewed plenty of Google campaigns with an overly strong emphasis on targeting broad match keywords. Yes, these keywords pull in a lot of traffic, but oftentimes, it’s not relevant, converting traffic. Unless you have an extensive negative keywords list built out and are constantly updating it, wasted spend is inevitable. With the PPC Performance Grader, we are able to identify areas of wasted spend, which can include costly keywords that don’t convert or that convert at an unreasonable cost-per-acquisition (CPA). We are all about either making or saving money here.
2. Poor account structure.
We once reviewed a Google campaign that had 466 keywords in one ad group. 466. Four hundred and sixty six, to spell it out one more time. Best practice is to have no more than 25 keywords per ad group. You can imagine how difficult it is to target 466 keywords with only 3 to 5 ads, which is the recommended number of ads per ad group. You can also imagine how poor those keyword quality scores were due to below average ad relevance and below average expected CTR. And unless the landing page was a psychological thriller that incorporated all 466 keywords in a non-stop page-turner, the user experience was surely below average as well. The cherry on top? Low quality scores mean you pay more per click, which equals more wasted ad spend.
3. Lack of attention.
When you find things that are obviously broken (466 KEYWORDS!!!!), you have to wonder if there’s an actual human running the account. When was the last time your ads were freshened up? We’ve found incredibly low CTRs for ads that haven’t been rewritten in months. A little testing and optimization goes a long way in ensuring you’re capturing traffic with ad copy that resonates with your audience. If this effort and activity isn’t present in your account, it’s time to re-evaluate your account management strategy.
DID YOU KNOW?
You can track all changes made in your account in the Google Ads changelog!
Maybe you’re trying to pinpoint wasted spend. Maybe you’re thinking about expanding your PPC investment and need data to help justify that decision. Maybe you don’t have a clue what’s going on in your account and need to get back in touch. Maybe you want to start fresh and need a little direction. Or maybe you know your account is perfect and you just want the gold star to show for it. Whatever you’re looking for, this tool is a great way to peel back the top layer of your campaign performance.
Why Ten26 Media?
Here at Ten26 Media, we’re big fans of transparency. Our agency was built on the foundation of personalized relationships with our clients, whose time and investment we treat as if it were our own. We have years of experience hand-crafting successful PPC strategies with the primary goals of making money and saving money. Here is just one of our clients’ experience with us:
“Jason and the Ten26 Media team are incredibly knowledgeable in the digital sphere and have been a valuable partner in our marketing efforts. The personal attention and immediate responses from Ten26 make it feel as though we have our own digital media manager on staff. They truly care about the results they drive and continuously strive for greater. We couldn’t be happier at finding a company that can meet our ever evolving digital needs and would highly recommend them to any business looking to develop quality digital experiences.”
– Tara Scott, The Webster Apartments
Ready to go?
Get started with the PPC Performance Grader by calling us at (877) 353-1026 or completing the following form: