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GitHub Repo https://github.com/sumit0002/PPC-Account-Audit

sumit0002/PPC-Account-Audit

Your PPC account is never perfect. Hopefully, that doesn’t come as a surprise to you. The truth of the matter is that no matter how hard you work on building an account and optimizing it according to best practices, you will probably miss something. An even truer statement is that the longer you work in an account, the easier it is for things to slip past your ever-watchful eye. What is a PPC account audit? An account audit is a dive into your account to determine areas that could use further attention or work to improve performance. We’ll outline the actual process of the audit shortly. When and why should I audit? There’s never a bad time to audit your account because you’ll typically find something to help improve performance. However, you don’t particularly want to audit your account after a recent strategy change or account update. You could be auditing based on skewed information and nobody wants that. The most important time to audit your account is if you’re having performance issues. It’s also a good idea to periodically audit an account if it has been managed by the same person or team for a long time. Who should perform the audit? This is a tricky question, because it really depends. If there is a particular issue in the account that needs auditing, take the time yourself and dig in to the areas that may be impacting performance. However, if you’re talking about a more comprehensive check, it may be better to outsource the project and get fresh eyes. No matter how much you try to deny it, as an account manager you have a slight inability to look at something you uploaded and thought would work and say “Nope, not working, have to stop it.” And as we’ve already mentioned a couple times, it’s very easy to overlook the “basics” and assume you have everything set up correctly or just skip stuff because there’s no way you’d set your campaign to target the Search and Display networks at the same time, right? Where should you be looking? Let’s get to the meat and potatoes of this guide, shall we? The following checklist outlines all the different account areas you can dive in to during an account audit and what kinds of items to look for. The Basics of an Account Audit Date Range First things first as you need to make sure you’re looking at a long enough range of time to analyze relevant data. It doesn’t do you any good to look at 30-day’s worth of conversion data and to make changes based on solely that information. Odds are that data isn’t statistically relevant enough. At the very least, we like to observe at least 3-months’ worth of data. If we’re diagnosing a specific issue, a year’s worth of data is preferable when doing a general audit. KPIs Knowing the most important metrics to a client is the best way to ground your audit in success. If it’s an account you’re managing, we would imagine you have KPI’s picked out. It may be worth a quick check with your client to make sure you’re focusing correctly. Also, if you’re helping a fellow account manager whose account you don’t typically look at, determine the key metrics to dive in to. Settings This is usually one of our favorite areas of an account to audit because specific settings tend to be something that are set up when a campaign is started and then never looked at again. A big win in this area is if a campaign is targeting Search and Display traffic within one campaign, which we find more often than you may guess. From here you can also check out device bid modifiers, ad delivery method, ad rotation (optimizing for clicks when goals are based around conversions?), location/language targeting, and ad scheduling. Modifiers can sometimes impact performance more than expected. It’s worth double checking to see if changes were made when performance came into question. Account Structure Campaigns The first item to look at with campaigns is whether the naming structure makes sense and is easily understandable. Essentially, are the campaigns numbered 1-20 or do they have unique names that explain what kind of ad groups I’m going to find? As we talked about before, are the campaigns opted in to the Search or Display network only? Are Interest Category or Topics campaigns broken out in to their own campaigns or folded in to a general Display campaign? Reviewing campaign structure is where we start to determine if the rest of the account structure is going to follow a sensible method or if the remainder of the audit is going to require some Sherlock Holmes-style decoding on our part. Ad Groups Assuming the campaign structure is laid out in a regimented way, the next item to look at is how the ad groups are set up. For instance, if you’ve got general product categories as your campaigns, are the ad groups the subcategories for the main category? Does each ad group have a maximum of 20 keywords in it? You want to make sure you don’t have an ad group that’s too wide reaching, as it will make ad copy writing to match the terms difficult. Keywords When auditing keywords, you want to review the match types. If most the terms are broad match, some expansion for increased ROI could be completed by adding modified broad, phrase, and exact match terms. If the account is relying predominantly on broad match, is there a logical negative keyword strategy in place to weed out irrelevant traffic? Further, has broad modified match been implemented? Are bids set too high or low to produce results or maintain goals? Finally, we like to take a look at a search term report and see if some keywords that bring a lot of traffic or conversions to the account still need to be added to the account structure to increase profitable reach. Quality Score When it comes to Quality Score, you must realize what you may uncover here could take some time to correct. So, unlike settings or some structure issues, there isn’t a single way to begin correcting course. The most important part of this portion of the audit is to pull a few key reports and analyze them. The team at PPC Hero adamantly stands by using pivot tables to dig in to determining your Quality Score picture on an average position level. Be sure you save all this work and reporting (not that you shouldn’t be doing that with everything) so you can come back in a few weeks or a month after making Quality Score relevant changes and compare your progress. Remarketing First things first, are remarketing campaigns implemented? If there are, go to the shared library section of the account and look at the audiences that are set up for remarketing. Are they all collecting members? Is there an audience set up for each abandonment level? Can you find the cookie codes in the website code? Have all the cookies been set up with lengths that make sense? Analytics Not all accounts will have Analytics. Yes, this sounds crazy, but you first need to determine if there is an Analytics account (Google or otherwise) and if not, why not. Get one. It’s more than worth it. If there is an account, make sure it’s accurately attached to the paid search account. Has tracking code been placed on the website (ecommerce enabled, if applicable)? Are conversions or goals set up? Does the conversion data in Analytics match the engine interface (or at least close to it)? How are metrics performing (bounce rate, time on site, etc.)? Pull a site search report and see if there are new keyword opportunities to add to the paid search account. Have you looked through multi-channel funnels for any insights? For more details on our products and services, please feel free to visit us at Best Online Marketing Company, Online Marketing Company, Online Marketing Companies, Online Marketing & Social Media Marketing

GitHub Repo https://github.com/ZulqarnainZilli/-9-Email-Marketing-Tips-For-Content-Marketers

ZulqarnainZilli/-9-Email-Marketing-Tips-For-Content-Marketers

9 Email Marketing Tips For Content Marketers Even “agnostics” regarding email marketing can't hash out the following evidence - the average ROI from this promotional practice is close to 3,800%. Measureless opportunities to scale up and relative cheapness, compared to other reaching-out channels, are the two reasons why the email marketing is fair-haired by businesses. However, this is not about the price and physical extent alone. The chief advantage is a better alignment of communication with customers. If you hope a certain content strategy brings desirable results, overlooking the quality of mailing messages will be a sorry pitfall. Always keep in mind that newsletters, welcome, retention, and other emails are not just a brand's facade - but a powerful tool for generating conversions. By joining sides of email and content strategies, you can come up with synergy from both. In this guide, we’ll cover a few recommendations for content marketers on how to write email messages that work. Tips for email marketing Segment your list Split the batch of email recipients into smaller groups based on chosen criteria, and mail distinct relevant messages - for each. You can use recipients' GEO, demographic characteristics, or purchase history to distinguish homogeneous clusters and proceed with the content planning. Segmentation is the basic premise for personalization, and if you still doubt why bothering about the latter - here are just a few numbers we took from Instapage: 52% of customers claim they do care if the message was tailor-made or not 82% of marketers say that mail personalization increases the open ratio custom emails have 41% more unique clicks than mass-produced ones. To avoid a fragmented approach, use data from CRMs, website analytics tools, and other sources to define segments. Concerning phrasings, a good idea is to create Buyer personas profiles. Thus, you'll be able to choose the appropriate message length and wording. Say, design a newsletter to promote paid subscription for an email validator service. You've decided to distinguish corporate clients based on their company size and determined the following groups: #1 - B2Bs and #2 - sole entrepreneurs. Possible messages for the two: #1. Our "XXL" plan is perfect for agencies and enterprises. One can add unlimited users and conduct up to 100,000 checks per month. #2. With our "S" you get 1,000 credits and 5,000 unique recipients - for only $33 per month. Plus - a 7-days free trial. Use interactive content The best content marketers know that interactive content came into vogue a long time ago. As to emails, here are the most common examples: CSS animated buttons If you include CTAs buttons (that we hope you do) - liven them up a bit. Add an animated hover effect, so that every time a recipient puts a cursor on a button, it changes shape, shade, color, or text. “Add hover to emphasise objects”, source This shouldn’t necessarily be something dramatic - add tiny accents that will yet grab the user's attention. starring “Add a star rating component to engage readers with content”, source Including ranking or reviewing widgets in the email body is one of the most working ways to engage the reader with the message. Ask recipients to assess your product or service with stars. Add the link to Google Forms if you want to receive an extended opinion on overall customer satisfaction. pictures' rollovers “Use animated images to describe goods better”, source The effect is eagerly used by the ones who promote online stores. Using The rollover allows to show goods from different angles or even play with recipients, if relevant. Take into account that this feature only works on desktops - mobile mail users will see the very first picture only. images carousel “Add pieces of text directly on images”, source If you want to enhance goods cards with descriptive content, say - price and shipping details, use a carousel instead of a rollover. As so, you can add more info pictures to the email body and, hopefully, convert more recipients into customers. a countdown “Countdowns work well for limited in time offers”, source Again, this type of interactive content fits the online shopping niche. Animated clocks amplify urgency and theoretically increase conversions. But it's important to stay extremely careful and not to sound desperate - otherwise, the newsletter will end up in the recipient's "Spam". Improve design The attractiveness of an email is something granted on certain terms, indeed. Not all emails need to be flashy or include expensive designs. However, there are some prevailing common trends in the matter. By following them, you seem to show the recipient that your company is moving in step with the times, and not stuck in the 2000s. Here's the shortlist from the TOP email design trends list that a 99designs provides - as of 2021: magazine-styled “Make newsletters to look a bit editorial”, source More and more newsletters tend to look like a centerfold from good old printed media. With a strict following to the "Less is more" principle - clear fonts, short phrases, HD-quality images with a few objects on them, and short CTAs. hand-made illustrations “Unique pictures create a distinct flavour of your brand”, source Tailored icons or sketchy images - whatever fits your mailing purpose, just make sure it's not too bright, contrast, or overloaded with details. Give preference to clean colors. skeuomorphic objects This is when a design resembles a real object. To see an example - just open a reader App on your smartphone. “A skeuomorphic bookshelf”, source HD photographies “If you operate in the luxury segment, do not skimp on email visuals”, source These are expensive content, but if you work in fashion or other chick industries - it may be worth the effort. animated content Yeap, we've covered this in a previous tip. single scroll “Looks especially good on smartphones”, source Place the entire email content, including buttons, on the endless-looking long frame. Focus on conversions Stay focused on what's your mailing purpose. Don't forget that everybody expects to see a good ROI from email actions at the end of the reporting period. Craft effective CTAs - perceive these not as a sole button with a "Download now" text or so, but as an entire sense of a message that you write. To create a captivating CTA copy, adhere to the below advices: include win-win propositions Even though you’re not providing a customer with a discount or cash refund at the moment, your proposition may include a non-monetary incentive. New arrivals, selection of the latest news, free copies, advice from experts - the only rule here is to offer what’ll hold in high esteem. trigger on emotions Don't long-windedly list benefits. Instead, simulate a life situation and show how your product or service can help. use several CTAs throughout the email Email body may be viewed in several scrolls, especially when via small mobile devices’ screens. If you add a call to action at the beginning of the message, a mere number of users will get back to it after finishing reading the content. Thus, you may lose potential conversion. Include several buttons throughout the email body, but don’t sound repeatedly - change calls’ forms and wording. Encourage readers to reply Driving recipients to reply is challenging yet able to be done. First, choose the proper writing tone. According to an extensive study of emails that didn’t get a response, the most preferable is a 3rd-grade reading level. “Too elementary or too proficient tone may scare away readers”, source Of course, you must apply this recommendation with an eye on the recipient. If you mail to a professor or a government agency, a “3rd-grade” rule isn’t applicable. But all else being equal - simplify the lexicon to the level a schoolchild can understand it. Another trick is to sound overall happy. Emails that are enhanced with positive emotions get 10-15% more replies, on average than neutral ones. The best manner is to choose a slightly warm tone. Exaggerated excitement may look weird and even suspicious, especially when reaching out to business partners. And don’t forget about courtesy. A rare person will respond if you address him or her with a hair-raising “To whom it may concern” phrase. Make it personal Personification shouldn’t be confused with personalization. The second is rather about mailing fitting content from a commercial perspective, while the first term - about addressing the recipient as a one-off personality. Personal emails start with the recipient’s name - and no other way. They include references to the user's interests or past actions. For example, if your tourist agency’s client is interested in island vacations - you shall approach him or her with respective offers. They also shall contain personalized promotions, if any. The best way to expand this approach on hundreds or thousands of recipients is to launch trigger-based email campaigns. Create delivery scenarios for different segments or stages of a sales pipeline. Then prepare a fitting sequence of relevant content - for every single scenario. To give a human face to mailing, one can practice greetings, as well. Birthdays, state holidays, anniversaries, a new status in the loyalty system - there are a lot of examples of what one may congratulate the customer with. Keep your emails out of spam folders It is better not to launch mailing at all than to use an untrustworthy emails’ database. The risks are much higher than a slew of undelivered messages - from harming a sender's reputation to being banned by mailing systems. So it's better to stay proactive: tidy away broken, misspelled, temporary, or other worrisome emails from the database - either manually or with the help of software collect a valid email address only - through email finders avoid spam-trigger words establish a double opt-in validation set the correct mailing frequency. Make sure your emails look clean and crisp Newsletters shall afterall bring revenues - whether you want it or not. But in a bid of quantity, don’t lose the overall content integrity and sense: a subject line, pre-header, header, email body, and calls shall be consistent with one another the copy must be of the proper size; although the length depends on many factors, stick to an “ideal” interval - 50 to 125 words if can, don’t attach too many files or links to external websites - mailing filters are suspicious to these adapt the layout to fit smaller screens - nothing looks worse than broken email elements when you open it on mobile. Wrapping up It doesn't make much difference whether you create mailing content for personal or business purposes - these email marketing tips will serve both. No strains here - the recipient’s interest should be at your forefront. If you can hook him or her with the content by using tricks we've covered, you’ll never fail with enough conversions.