As our Senior Account Manager, Natasha draws on over eight years of account and project management experience to lead our account team in providing exceptional service and work to a diverse roster of clients in all areas of digital marketing. She began her career working in Los Angeles at William Morris Endeavor, where she spent several years learning the entertainment industry and growing her account and project management skills. Upon returning to her hometown in South Florida, she began working in marketing and advertising as an Account Executive at Zimmerman, notably working on the Save-a-Lot and Lumber Liquidators national accounts.
Natasha provides daily hands-on service to clients both large and small, offering timely, creative solutions to meet their digital marketing needs. Natasha’s attention to detail, client service, and digital marketing knowledge allows her to excel and lead the team in client collaborations to create relevant and impactful digital marketing campaigns.
Natasha is a graduate of Penn State University, and in her free time, she loves spending time with friends and family, staying active, and soaking in the sun.
Creating a PPC Audit Checklist for Google AdWords or Bing Ads
Why is doing a PPC audit of my Google AdWords or Bing account important?You want to make sure that you are doing all of the right things in your PPC advertising. One small setting can make a huge difference in whether your campaign is a success or a failure. Plus, it seems like new features are being added almost every time you log into your account. By doing an audit of your account, you will be able to rest assured that you are not wasting money.
How often should I do an audit of my account?You should do a general account review at least once a month and do a thorough audit 2-3 times per year. Taking the time to do a proper audit of your account can save you hundreds and even thousands of dollars per year in advertising spend and increase your PPC ROI.
What should be included in my PPC account audit?
General Account AuditsUnless you’ve had experience in setting up an account before or you are a certified Google AdWords professional, your last campaign could probably use some work. Now is the time to go back and adjust your settings based on best practices and everything you’ve learned so far. Some of the items that you want to check:
Have conversions been setup for the account and tracking code placed on website?
Do your campaigns have a clear naming convention for an easy understanding of what product, which network, and/or which location is being targeted?
Have you linked your Google Analytics account to your PPC account?
Have you created custom bid strategies?
Are you using Remarketing?
Campaign AuditsOne of the most important aspects of your account is proper use of campaigns. In most cases, your campaigns should be built around your different products or services. However, this may not always be the case. If you are targeting different countries, you may want to set up campaigns for each one you are targeting in addition to various products or services. Keep in mind that you can create as many campaigns as you want — you don’t have to promote all of your products and services in one campaign. Some of the items that you want to check:
Are you using the correct network for the campaign?
Always separate your Display Network and Search Network into two separate campaigns.
Are you targeting the correct locations for your customers?
Are you using the best bid type for your goals?
Have you added negative keywords to your campaign? Are you using ad extensions?
Ad Group AuditsThis is another important part of your account that you want to make sure you got right. You want to make sure that you are being as granular as you can when grouping your products or services. This will make a big impact on your Quality Score because you will be providing the most relevant ads to searchers. Having a higher Quality Score will lead to a higher click-through-rate and a lower cost-per-click. Some items that you want to check:
- Do you have more than 20 keywords in any of your ad groups?
- If so, can you split up those keywords into more granular ad groups?
- Do your ad groups have clear names to identify which keywords are contained in them?
- Can any of those ad groups become their own campaign for increased control of budget?