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The 3 Search Campaign Analyses You Need To Run


Ongoing PPC search campaign analyses are crucial to improve performance and cut wasted spend. Extensive analysis should always be performed upon acquisition of new accounts, but they should also be conducted as part of account maintenance. There is always room to improve as the paid search landscape is always evolving. In this post, we’ll discuss 3 of the top analyses to run with the associated action items. 

Auction Insights and Competitor Analysis

Använda sig av Google Auction Insights, which looks at:

  • Impression share
  • Overlap rate
  • Position above rate
  • Top of page rate
  • Outranking share 

Compile auction insights into a spreadsheet. Run your auction insight report week by week for a defined period of time (for example, 60 days) and compile each week into your report. Segmenting by week ensures you evaluate trends at a granular level over your defined period of time. 

Next, search for questions and use a competitive research tool to find answers. For example, high impression share on your auction insights report may seem like a win, but you could be missing out by not participating in the space your competitors are in. If you come across campaigns where you have a fair amount of overlap with businesses you don’t consider to be competitors, review your search terms to see if you are bidding too broadly. If competitors have a lot of overlap with you, start a keyword research project to find where the overlap seems to be. Use the competitive research tool to find what your competitors are bidding on that you aren’t and explore what ads they are using. You may find competitors with a curiously low impression share so you’ll want to research these keywords. You may also identify new competitors and learn more about their brand and compare your landing pages. Lastly, evaluate if you are spending more than you need to. It is possible you can maintain your market share while shifting your budget to other initiatives.

Quality Score Analysis

Quality Score is an estimate of how relevant your ads, keywords, and landing pages are to the person who sees your ad. Higher Quality Scores typically lead to lower costs and better ad positions. It’s common to overlook Quality Score as it tends to not be a metric that clients review as much as conversions, cost, etc. While it can be a poor conversion predictor, it is still a valuable metric to track and optimize because it impacts your performance. A high Quality Score allows you to rank higher and get more impressions. As you work to improve your Quality Score, keep in mind it reflects the quality of each ad, so you always need to analyze it with other metrics to understand the entire picture. This ensures you understand your marketing efforts overall and what is leading to success. Utilize a Quality Score Template, such as the one provided by Supermetrics. Look for opportunities to increase landing page experience and message match.  Ensure your landing page content is relevant and useful to the searcher and ensure that your targeted keywords are carried over to the content on the landing page. Message match is a measure of how closely your landing page copy matches the copy of the ad or link that brought someone there. A strong message match increases conversions because it aligns the message.

Ad Copy and Extensions

It’s easy to be caught up in all of the technical aspects of PPC and overlook the need for high quality and relevant copy. Analyze your current ad copy and ensure it aligns with the following. Utilize compelling, genuine ad copy and start by ensuring the top keywords are in the ad copy. Try to incorporate these into the headline, body, and display URL if possible because users tend to engage with ads that appear most relevant to their search. 

If your keywords are not relevant to the ad copy, evaluate whether the keywords should be moved to a different or new ad group or be removed all together. Focus your message on user benefits while avoiding generic language because potential clients and customers will respond to ads that speak to their needs. Specific calls to action increase engagement. Implement the ad extensions that make sense for your business, with a minimum goal of three. Ads with multiple extensions tend to perform better than ads with only one extension. 

Extensions are especially useful for users as they add helpful, relevant information and help your message get noticed. After you analyze your ad copy, make sure you test and optimize different creatives so you can gain insight into your users’ preferences and improve your performance.


In addition to these 3 analyses, you can complete an entire account audit. Staying abreast of the details of your account will drive projects and initiatives, ensuring your campaigns remain fresh, relevant and performing. Deep knowledge creates purposeful action items that will drive results. 




B2B buyers are much more concerned about a company’s values than the general public


B2B buyers are much more concerned about a company's values than the general public

B2B marketers take note: 72% of your buyers say they are more likely to buy from socially responsible businesses, according to a recent survey. That’s 17 points higher than the general public. 

Additionally, 48% of B2B buyers say they’re “much more likely to” buy from these firms, compared to 29% of consumers. There’s a big gender gap on this among the B2B population, but not the one you might expect: 57% of men are in the “much more likely” group, compared to  35% of kvinnor, according to the American Marketing Association-New York “Future of Marketing” study. 

Läs nästa: What are diversity, equity and inclusion, and why do marketers need them?

These folks are more than willing to put the company’s money behind this: 73% say they don’t mind if it costs them more. We’re not talking just a slight increase, either. Some 38% would pay prices more than 10% higher and 17% would be OK with an additional 25% or more. This is a considerable difference from the general public where the numbers are 23% and 10% respectively.

Furthermore, the bigger the purchase, the more buyers who respond strongly to brand purpose. Only 35% of those whose last purchase was under $10,000, are in the more likely to buy group. That group expands to 54% of those who spent between $10,000 and $100,000, and 62% of those whose last buy was over $100,000.

Most important issues

The most important issues for buyers:

  • Being a good employer (34%).
  • Corporate citizenship (27%).
  • Sustainability and environmental protection (24%).
  • Racial equality (23%).
  • Workplace diversity (23%).
  • Protecting voting and democracy (22%).
  • Kvinnor’s rights (15%).
  • Criminal justice reform (13%).
  • LGBTQ+ issues (10%).

Workplace diversity is considerably more important to B2B buyers than the general public (23% to 15%). 

While the current group of B2B buyers looks like it usually has, that’s very likely to change. Right now the average corporate buyer is mostly under 40 (65%) and male (60%). However, kvinnor make up 53% of the under-30s (as well as 56% of the over-50s). They’re also in the majority at companies with fewer than 50 workers (59%) and those with more than 5,000 (54%). 


Varför vi bryr oss. The title of the study is “The new B2B: Omni-channel, tech-friendly and woke.” However one cares to define that last word, it is not one usually associated with B2B. That’s very important for focusing marketing and for the world at large. For marketers it means making sales and the C-suite understand that all of the business’s actions have an impact on the bottom line. For the rest of us it means there’s a powerful market force pushing for greater corporate responsibility.

Få det dagliga nyhetsbrevet som digitala marknadsförare litar på.


Om författaren

Constantine von Hoffman är chefredaktör för MarTech. En veteranjournalist, Con har bevakat affärer, ekonomi, marknadsföring och teknik för CBSNews.com, Brandweek, CMO och Inc. Han har varit stadsredaktör för Boston Herald, nyhetsproducent på NPR, och har skrivit för Harvard Business Review, Boston Magazine, Sierra och många andra publikationer. Han har också varit en professionell ståuppkomiker, hållit föredrag på anime- och spelkongresser om allt från My Neighbor Totoro till historien om tärningar och brädspel, och är författare till den magiska realistiska romanen John Henry the Revelator. Han bor i Boston med sin fru Jennifer och antingen för många eller för få hundar.


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