We just returned from the Search Engine Strategies: San Francisco conference, which occurred September 10-13 where Courtney Herda spoke on Pay Per Click (PPC) Auditing Frameworks. The title of the panel on which she spoke was called Creating and Maintaining PPC Auditing Frameworks.
Presentation Description: Sometimes in the day-to-day optimization and maintenance of PPC accounts, you can lose sight of the big picture and need to take a step back before you can move forward. Creating a PPC auditing framework is vital to any account’s success because it allows you to fix inaccuracies, improve upon weaknesses, test new variations and priorities, and improve account ROI.
This session will take a look at the how’s and why’s of creating a PPC auditing framework, but also provide direct tips and techniques on how to assess your account by looking at:
- Account Goals from Website to Consumer Profile
- Campaign Structure and Settings
- Keyword Selections
- Ads and Ad Copy Settings
- Extensions and Additional Features
- Conversion Tracking and Analytics
The session was a resounding success and a great deal of fun. We’ll be posting information about the conference on our blog, so check back for updates at courtneyherda.com.