Auditing An Account Before Launching

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New Engen perspective on account audits

Want to set yourself up for success when building a marketing campaign strategy? We’re going to guess you said yes. If you’ve run search engine marketing campaigns within your account before, completing an account audit is an important step to help learn from past performance. Then afterwards, you can say to yourself, "audit it!" (We'll see ourselves out.)

First things first: A quick Q&A. Before putting your launch plan together, we encourage you to review the questions below and answer them to the best of your ability. And, great news! If you haven't run a search engine marketing campaign within your account before, the below list can give you questions to think about before jumping into launch planning.

Questions to think about when auditing an account:

Search

Performance and trends

  • What is historical CPA, CTR, spend, etc.?
  • What is historical monthly performance and what are seasonal headwinds and tailwinds?
  • What is historical day of week and time of day performance?
  • Are there clear patterns in the days that performance has picked up or dropped off in past years?

Conversions

  • What conversion events are being used or are being optimized toward?

Campaigns

  • How are current campaigns structured?
  • What are current brand and non-brand campaigns?

Bidding and modifiers

  • What type of bidding is being used?
  • Is eCPC being utilized?
  • What are current bids on top performing/volume keywords?
  • How has performance differed by gender, age, geo, HHI, time of day, day of week, etc.? Have bid modifiers been tested?

Keywords and search terms

  • What keyword themes have historically performed and what are the top volume keywords?
  • What long-tail modifiers/descriptors are important to include and what keyword coverage is potentially lacking?
  • What match types have been used historically?
  • Are keywords competing?
  • Are queries matching as granularly as possible and are queries being broad matched to appropriate keywords?
  • Is there significant irrelevant traffic matching to current keywords?
  • Are brand terms and brand misspellings matching to non-brand keywords?
  • Are there queries/query themes that aren’t covered by current keyword sets?
  • Are negative keywords applied appropriately or are there obvious negative keywords missing?

Ad copy and landing pages

  • What copy and landing pages have historically performed best per campaign?
  • What copy is being tested and has historically been tested?
  • How closely tied is ad copy to keywords within ad groups?
  • Are there underutilized copy themes?
  • Have offers been historically used?
  • Could landing pages be more precisely leveraged?

Extensions

  • What extensions are being utilized or underutilized?

Facebook

Performance and trends

  • What is historical CPA, CTR, spend, etc.?
  • What is historical monthly performance and what are seasonal headwinds and tailwinds?
  • Are there clear patterns in the days that performance has picked up or dropped off in past years?

Conversions

  • What conversion events are being used or are being optimized toward?

Campaigns and ad sets

  • What campaign types are currently being utilized? Prospecting, retargeting?
  • How are audiences and placements segmented?

Prospecting and retargeting

  • What audiences are being used (lookalike and interest-based)?
  • What seed lists have been used for lookalikes?
  • What type of audience exclusions have been applied?
  • What type of retargeting audiences are being used?
  • What type of audience exclusions have been applied?

Creative and landing pages

  • What landing pages and creatives have historically performed best?

Performance and trends

  • What is historical day of week and time of day performance?

Bidding

  • What type of bidding has historically been used?

Creative and landing pages

  • What creative types have performed best? Single image, carousel, DPA, etc.
  • Of each creative type, what specific creatives have performed best?
  • What value propositions are being utilized or previously tested?
  • Have dark posts been utilized?
  • Are there dark posts that can be utilized?
  • Have offers been historically utilized?
  • What landing pages have been tested?
  • Could landing pages be more precisely leveraged?

Shopping

Performance and trends

  • What is historical CPA, CTR, spend, etc.?
  • What is historical monthly performance and what are seasonal headwinds and tailwinds?
  • Are there clear patterns in the days that performance has picked up or dropped off in past years?
  • What is historical day of week and time of day performance?

Conversions

  • What conversion events are being used or are being optimized toward?

Campaigns

  • How are current campaigns structured?
  • What are the most critical product segmentations?

Feed

  • What is current feed structure (titles, descriptions, etc.)?

Bidding and modifiers

  • What type of bidding is being used?
  • Is ECPC being utilized?
  • What are current bids on top performing/volume keywords?
  • Are there existing modifiers (gender, age, geo, HHI, time of day, day of week, etc.)?
  • Are existing modifiers appropriate?

Negative keywords

  • Are negative keywords applied appropriate?
  • Are there obvious negative keywords missing?

Alright, performance marketers – want more? Check out our search engine best practices or even better, if you’re a customer, log-in to New Engen Support & Training to unlock additional hot content including pro-tips, how-to articles and much more. Not a customer (yet)? Don't be shy – reach out to our sales team (they'd love to hear from you).

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