In over ten years of experience managing AdWords campaigns I have always been asking myself if there was a universal quick and objective method to evaluate an account, independently from its goals, budget and structure.
I realized that the answer was positive only a couple of years ago, and since then I have systematically been refining this methodology. These Key Performance Indicators proved to be effective both for mono-group campaigns and for “monster” accounts, with hundred thousands keywords scattered in numberless campaigns & groups.
The only requirement needed for their application is to trace all conversions, both the classic ones (sales or leads), and the “behavioral” ones (clear expression of an high quality visit, or, in other words, of users who found what they were searching for or get really near to).
Some examples of these traffic quality goals could be sessions with very long time on site or high number of page viewed (at least doubling site’s average), with files downloaded, click on email or telephone links, videos views and so on (depending on site’s final target).
Google itself greatly facilitated this way of tracing conversions by introducing Analytics “smart goals” (which I have been using for years in almost all my accounts, especially when the final goal of campaigns was branding and not direct sales).
I summarized all in this infographic, along with a series of suggestions on how to improve every aspect of the account. I hope you will enjoy it and find it useful as it has been to me.
May PPC force be with you ;-)