How long has it been since you’ve built your AdWords account struc­ture?  If the answer is “years” like many adver­tis­ers then you are due for a much need­ed account audit.

Since a prop­er foun­da­tion is essen­tial to scal­ing a media pro­gram, and holes in this foun­da­tion can crip­ple account per­for­mance, SDI’s Media team has a well-doc­u­ment­ed process to con­duct an exhaus­tive paid search audit for our clients.  This analy­sis looks “under the hood” of AdWords or oth­er media accounts and tech­nolo­gies to thor­ough­ly under­stand the cur­rent state of the pro­gram.  Because search engine’s capa­bil­i­ties change often (i.e. enhanced cam­paigns, ad exten­sion offer­ings, etc.)  and what dri­ves qual­i­ty score, the audit’s goal is to iden­ti­fy areas of oppor­tu­ni­ty to enhance the over­all pro­gram for per­for­mance and opti­miza­tion.

Our audit will cov­er the fol­low­ing crit­i­cal areas:

  • Account set­tings (account access for secu­ri­ty, APIs, billing)
  • Engine set­tings (SEM, con­tent, mobile) – ad sched­ul­ing, ad rotating/serving, bud­get pref­er­ences, lan­guage and loca­tion set­tings
  • Tech­nol­o­gy set­tings (adver­tis­ing man­age­ment, ana­lyt­ics) APIs, report­ing views, auto­mat­ed bid­ding rules, tag­ging audit and strat­e­gy
  • Struc­ture & Nam­ing Con­ven­tions (Cam­paigns, Ad Groups etc.) prop­er struc­ture and nam­ing con­ven­tions allow for tight con­trols with­in per­for­mance analy­sis, copy opti­miza­tion and more
  • Bid Strate­gies & Set­tings (CPC, Auto-Bid­ding, Enhanced CPC etc.) audit­ing reliance on or oppor­tu­ni­ties for use of advanced bid­ding options
  • Report­ing (report­ing views) automa­tion needs and report­ing cadence
  • Oper­a­tions (QA, con­tracts, goals and work­flow)

With the hol­i­days among us it’s a great time to audit and opti­mize your paid search pro­gram to cap­i­tal­ize on your paid media efforts.  Let Search Dis­cov­ery help you!