PPC SWOT Analysis
PPC SWOT Analysis: Manage Campaigns Like a Business
How to analyze your PPC campaigns like a boss?
- What are your top keywords, ads, and landing pages based on your KPIs?
- What accounts, campaigns, and ad groups have achieved or exceed goal CTR, CVR, CPA, ROI, ROAS, margin, profit, etc.?
- Keywords with Quality Score of 7 or greater?
- Ad extension usage at 100 percent? Call Extensions in place if applicable?
- Segmentation applied for geo-targeting (at campaign or location setting levels), search vs. display, keywords, remarketing audience targeting, etc.?
- Search and display feature usage at 100 percent (when applicable)?
- PLA/shopping campaigns and product feeds implemented correctly?
- Strong negative keyword and excluded placement lists?
- Mobile strategy in place with mobile preferred ads?
- What are your lowest performing keywords, ads, and landing ages based on your KPIs?
- Is there a lack of testing protocol for ads, landing pages, and Ad Extensions?
- Are there only search campaigns? Search campaigns with display activated?
- Lack of Ad Extensions altogether?
- Weak or lack of negative keyword and excluded placement lists?
- Keywords with quality score 6 or lower?
- Obvious keywords or display targeting missing?
- Poor segmentation for geo-targeting, search vs. display, keywords, remarketing audience targeting, etc.?
- Lack of mobile strategy?
- PLA/shopping campaigns targeting all products? Product feed errors?
- New features (e.g. Shopping Campaigns).
- Applicable beta tests.
- New channels (e.g. native, social, vertical based channels, display networks, etc.).
- Growth of mobile usage.
- New websites entering Google Display Network (e.g. Forbes.com).
- Increase in search volume on Google, Bing, or Yahoo.
- New features (e.g. Enhanced Campaigns).
- New competitors.
- Ad editorial policy changes.
- New websites entering Google Display Network (e.g. Candy Crush mobile app).
- Decrease in search volume on Google, Bing, or Yahoo.
- Government or search engine changes in policies for privacy, cookie usage, etc.
- Changes in SERP design resulting in fewer ad positions for search.
- Increased CPC costs due to rising competition or changing search landscape.