Today I preformed a cursory review of a potential client’s PPC Campaign. The potential client has been working with an agency for the past year and quite frankly I am appalled by what I have uncovered.
First, so-called agency is not tracking conversions in the Adwords campaign. Google Analytics is installed, but ecommerce transactions are not being tracked.
First rule of an Adwords campaign – always track conversions/sales! Apparently this isn’t always a given for some agencies?
Second, the agency has the “enhanced” feature enabled in the Adwords campaign. The enhanced bidding feature enables Google to dynamically lower or raise a Max. CPC with the goal of acquiring more conversions at or below the current CPA.
In order for the enhanced bidding feature to work, Google has to be able to analyze historical conversion data to estimate the conversion rate for each keyword auction.
Essentially, this means that the conversion tracking needs to be installed and reporting conversions. Otherwise, the enhanced feature will not work.
Hmm…not tracking conversions and using enhanced bidding. Sad that an agency can get away with calling themselves PPC experts and not understand the basic functions and tools offered in Adwords.
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Lawton Gallagher Group is a full-service online and traditional communications, marketing and public relations firm with offices in downtown Traverse City, Michigan.
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