PPC SWOT Analysis

How to analyze your PPC campaigns like a boss in a B2B SaaS model?

First of all, identify digital marketing key metrics that measure performance. In a B2S SaaS model a sales funnel might include:

  • Lead
  • MQL
  • SQL
  • Pipe Add
  • Deal

Second, identify campaigns that drive conversion and influence in prospects nurture process.

  • Conversions
  • Cost / Conv
  • Bidding Strategy
  • Target CPA’s

Accomplishing step 1 and step 2 will provide a good understanding of the content types and landing pages that drive conversion and nurture leads.

Strengths (Internal) 

  • Evaluate bidding strategies
  • 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 a Quality Score of 7 or higher?
  • Ad extension usage at 100 percent? Call Extensions in place if applicable?
  • Segmentation applied for geotargeting (at campaign or location setting levels), search vs. display, keywords, remarketing audience targeting, etc.?
  • Search and display feature usage at 100 percent (when applicable)?
  • Do PLA/shopping campaigns and product feed implemented correctly?
  • Strong negative keyword and excluded placement lists?
  • Mobile strategy in place with mobile preferred ads?

Weakness (Internal) 

  • What are your lowest performing keywords, ads, and landing pages 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?
  • Distinct 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?

Opportunity (External) 

  • New features (e.g., Shopping Campaigns).
  • Applicable beta tests.
  • Dynamic Search Ads
  • Growth of mobile usage.
  • Increase in search volume on Google, Bing, or Yahoo.

Threats (External) 

  • New features (e.g., Enhanced Campaigns).
  • New competitors.
  • Ad editorial policy changes.
  • A 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.

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