I went to SES but I missed the “Advanced Paid Search Techniques” session. Fortunately, Keri Morgret of Strike Models was kind enough to live blog the session – she took great notes. Some of the points I thought deserved to be highlighted.
We typically spend an hour or two analyzing the account, recording our observations (we use an Excel template to help us keep our ppc audits clear, concise, and thorough), and then summarizing our thoughts on the opportunities for optimization and growth for the paid search account.
Remember ad text basics: highlight the advertiser value proposition; incorporate relevant ad group kw’s within ad text; use a compelling offer (e.g. $10 off purchases of $50+); and include a call-to-action or implied call-to-action (e.g. Learn how to improve your PPC campaigns – Free white paper).