Quick QA Checklist for PPC Performance

Posted 7 months ago by @megroy_

We’ve all been there.

What the hell is going on in my account?

Jesse went through last week how affiliates or partnerships can affect conversion volume (we went down a rabbit hole with that mystery)  and even with all the automation and machine learning that can be leveraged, performance can sometimes look wonky by external factors or human error. 

Whether it’s traffic, conversions, or competitiveness, below are a list of quick questions to ask yourself to help QA your account.
My "what in the world is going on?" checklist:
  • Are there more competitors in the auction for particular set of keywords?
  • Did competition increase? If so, why?
  • Is seasonality a factor? Was there a shopping day or big promotion from a competitor?
  • Did impressions stay flat but clicks fell?
  • What do CPC’s look like? Are they increasing or decreasing?
  • Is conversion tracking broken? Check out the tags on the site and within your tag manager or analytics platform. 
  • Were there any changes made to the website that could affect conversion rates?
  • Did ad copy change recently?
  • Are there active ads, keywords, and landing pages?
  • Are there 404 errors?
  • How are other channels performing? Are other tactics being affected?
  • What do search query reports look like? Is there a new search term that is mapping to the account?
  • Are events being counted or a tag firing twice?
  • Were there any updates to the platform (ie Google Ads, Bing Ads, Facebook, Pinterest)?
  • If you run internationally, is there one country that is skewing overall data? If so, dig deeper into that. 
  • Check out the max CPC’s if you’re bidding manually. Are they set too high compared to the Avg CPC (causing inflated CPC’s)?
  • Are daily budgets capping before the end of the day?
  • What is the rotation of ads?
The sooner you catch a problem, the sooner it can be resolved. So go through the above checklist and try to troubleshoot and pinpoint the problem. 

Happy QA'ing!